Our new trade initiative - Top of the South

23 October 2014

By Julia Panfilo, Trade Marketing Manager, Christchurch & Canterbury Tourism

CCT in partnership with Kaikoura Tourism, Hurunui Tourism, Destination Marlborough, Nelson Tasman Tourism and Tourism West Coast have joint forces to promote these regions and Top of the South Island touring routes.

The first joint venture event to support this initiative was a Trade Day in Auckland targeting Inbound Tour operators. This took place on Wednesday 15 October when 30 exhibitors from the Top of the South regions met with 25 key inbound tour operators to promote their products and form strong business links. The representation from the Canterbury region included CCT and 6 additional tourism operators – International Antarctic Centre, Quake City, Hassle Free, Red Bus, Willowbank Wildlife Reserve and Christchurch Bike and Walking Tours

The second event took place just days later where the same group met with Chinese Inbound Tour operators over lunch. Structured presentations allowed the opportunity to give a regional update as well as build strong relationships with this increasingly important audience. In attendance were 23 Inbound Operators who focus on the Chinese market as well as key Chinese NZ media outlet Sky Kiwi. Feedback from these events was extremely positive from both the Inbound operators and regional exhibitors.

It was great to be part of the Top of the South event! It was not nearly as daunting as I first imagined and it is amazing when you believe in your product how easy it is to sell it. I fully appreciate the work all the RTO’s put into making this the success it was.

Derene Flood, Canterbury Museum

The events had strong support from Christchurch International Airport who assisted with the collateral that was developed to showcase the key Top of the South touring route. Scott Callaway and Swallow Wang representing the CIAL were at the event to endorse the Top of the South marketing initiatives and highlight their marketing focus in China space.


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