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Inspiring and Educating the Trade: February-April 2016

16 February 2016

By Joy Sajamark, Trade Marketing Manager, Christchurch & Canterbury Tourism

CCT is "ramping up" its international trade activity this financial year and this is very evident by the exceptional amount of offshore trade events that we'll be attending over this first quarter of 2016.

These events provide an ideal forum to instil confidence with the travel trade about the progress of Christchurch, motivate them to sell Christchurch and Canterbury as a destination and increase each market's product knowledge of the region.

Joy Sajamark, Trade Marketing Manager, Christchurch & Canterbury Tourism

Information presented at these events varies considerably by market. It will include updates on progress of the Christchurch rebuild - specifically with regard to accommodation and activities as well as details on the regions of Canterbury

A message to Canterbury tourism operators - If you have any product updates or further information that you think would be useful for us to know prior to attending these events then get in touch with Joy.   


Australia remains one of our highest priority markets and CCT commit to being in market talking with trade four times a year. For the past two years we have expanded our repertoire to include being present at key consumer shows.

1. Australian Consumer Shows: Adelaide (13-14 February) and Perth (20-21 February) 

With the third round of the Air New Zealand direct service into Perth happening now it is important to nurture and grow demand from this market. In October we sat alongside other South Island regions and operators to improve the knowledge of frontline agents. Now we’re expanding this to be direct to consumer – this will be in the Perth Holiday and Travel Expo and in the AFTA Sunday Mail Holiday Expo (Adelaide).

2. Australian Market Insights (15-16 March)

This event is organised by Tourism New Zealand and is specifically designed to link Regional Tourism Organisations with Australian wholesalers. It includes Tourism New Zealand providing a market briefing, hearing from key travel industry personnel and then a series of product appointments to ensure that Canterbury remains top of mind with the key decision makers in Australia. 


3. Thai International Travel Fair (17-21 February)

This week, CCT will be attending the Thai International Travel Fair. This is rated as one of the top travel shows in South East Asia. The target audience is potential outbound travellers from Thailand who have the intention of travelling during April to October. The estimated number of consumers attending is 800,000 over 5 day period and there is also an additional day dedicated to a trade audience. 

4. Travel Revolution Singapore (26-28 February) and MATTA Travel Fair Malaysia (11-13 March)

Travel Revolution, organised by the Singapore Outbound Travel Agents Association, features established tour agencies and major industry players including Dynasty Travel, SA Tours, Chan Brothers and CTC Holidays. Going into its second year in 2016, the event drew more than 70,000 people in 2015. The MATTA FAIR, organised by the Malaysian Association of Tour & Travel Agents (MATTA), is Malaysia's number one consumer travel fair.  Going into its 41st show in March 2016, the last bi-annual event drew more than 100,000 people from Malaysia, ASEAN and the rest of the world. 

5. Kiwi Link Japan and Korea (1-4 March)

Japan continues to be an important high value market for our region as Japanese travellers continue to be drawn to the scenic South Island. CCT attends Kiwi Link Japan annually to maintain strong relationships with trade, update product managers from key agencies on progress of the city and influence their decisions to return to the city and commit to longer stays in the city and region. This year CCT are also attending Kiwi Link Korea which follows on from Japan. 


CCT are also dedicating time and resources to Western long haul markets. Discussions over the past year with travel sellers in the US, UK and Europe have highlighted that these markets are still reluctant to promote Christchurch as destination and include the city in the itineraries only to a limited degree. CCT have already attended one event in the USA this financial year and in April will be focusing on the European marktets.

6. European Product Workshop, London (4-8 April)

The European Product Workshop (previously known as Kiwi Link UK/EUROPE) will be held in London between 4 - 8 April 2016. This key event will again run in partnership between Tourism New Zealand and Tourism Australia. This is an opportunity to have one-to-one meetings, to educate and train buyers from key tour retail and wholesale operators. 


  • Joy Sajamark

    Public Relations Specialist

    Where’s Joy? She’s enjoying the first snow of the season in Lake Tekapo - a picturesque 3.5-hour drive south of Christchurch.

    Joy Sajamark