by Sheena Crawford, Consumer Marketing Executive, Christchurch & Canterbury Tourism
26 February 2014
Not only do Australians make up our largest number of arrivals into Christchurch (212,000 in 2013), they're also the biggest arrival market nationwide. The Australian market generates over 45% of total arrivals in New Zealand. In 2013, New Zealand had over 1.1M Australian visitor arrivals, with the next highest market being China, with over 200,000.
The Australian market has the highest rate of repeat visitation and generates visitors throughout the year, making them a key contributor to tourism revenue in our region and nationwide.
Recovering the Australian visitor market is one of CCT's key priorities
Following the earthquakes, Christchurch suffered a substantial loss of visits and visitor nights in the Australian market. Since 2011, Australian holiday arrivals into Christchurch have fallen by over 45%, which has a significant impact on tourism revenue in the region.
To get a clearer understanding of the key issues, aside from the earthquakes, that have resulted in the reduction of the Australian visitor market, we undertook some market research late last year.
The research concluded that Australians want more information on the things to do and see in Christchurch and Canterbury and that they're particularly interested in learning more about the iconic experiences on offer in the region.
This financial year we're focused on improving Australian visitor arrival numbers by delivering campaigns that address the key themes identified in this research.
The Australian market generates over 45% of total arrivals into New Zealand.Sheena Crawford, Consumer Marketing Executive, Christchurch & Canterbury Tourism
New campaign targets NSW & Victoria
On 24 February, our largest campaign for the 2013/14 financial year kicked off in New South Wales and Victoria and runs until 23 March. The campaign targets two subsets of Active Considerers who are contemplating visiting Christchurch and Canterbury - Silver Surfers and Independent Professionals.
The Australian campaign, which is a joint venture with Tourism New Zealand, focuses on several key regional experiences that can be accessed via Christchurch:
- Whale Watch, Kaikoura
- Thermal Pools & Spa, Hanmer Springs
- Swimming with the Dolphins, Akaroa
- Transitional Christchurch
- TranzAlpine train journey, Arthur's Pass
- Stargazing, Lake Tekapo
- Glacier Explorers, Aoraki Mt Cook
The primary objectives of the campaign are to:
- Stimulate a faster recovery from the Australian holiday market.
- Raise awareness of the key experiences on offer in the Christchurch and Canterbury region.
- Increase the number of Australians who intend to visit Christchurch.
- Transform perceptions of Christchurch.
The campaign will be advertised across a range of print, digital and out-of-home media channels in New South Wales and Victoria.
If you'd like more information regarding the campaign feel free to contact me.