Wednesday, April 24, 2013

Tourism NZ and STA Travel team up | Stuff.co.nz

Young, longer-staying visitors will be targeted to visit New Zealand under a joint $2.4 million marketing programme between Tourism New Zealand and the London-based STA Travel Group.

Tourism NZ and STA, the world's largest youth travel operator, today announced a one-year memorandum of understanding at the Trenz 2013 tourism conference in Auckland.

Both sides will contribute $1.2m each and plan to continue the marketing venture, but have yet to agree to any future marketing budget.

Tourism New Zealand chief executive Kevin Bowler and STA chief executive John Constable, said the memorandum formalised an existing, long-standing relationship between the two organisations.

"As the world's largest youth travel organisation offering student and youth exclusive discount pricing, STA is already a key partner in our work to target youth travellers in our key long-haul western markets," Bowler said.

"When combined, these markets contribute over a third of total youth arrivals each year."

Under the memorandum, the organisations will collaborate to promote youth tourism to New Zealand across marketing, online and trade activity.

Tourism NZ general manager long-haul markets Gregg Anderson said the memorandum would form the basis for a multi-year collaborative partnership with STA.

"Under the agreement we will jointly target the influential long-haul youth sector from the UK, Europe and America," Anderson said.

"This group accounts for about a quarter of our annual arrivals, and the western long-haul markets account for about a third of that total."

He said STA would help get extra visitors into New Zealand.

STA Travel Group market development consultant Emma Hudson said the youth market travellers tended to stay about three times as long as older travellers.

"From an economic point of view for an input for the New Zealand economy it represents a very important market," she said.

"(STA) has seen some great results. We're looking at up to 15 per cent growth (year on year) since the beginning of this year in all our key markets.

"Our demand online has been up about 200 per cent."

STA would also look to bring more travellers from the Australian and Asian markets, as well as travellers from the United Kingdom and Europe who had already travelled to eastern Australia.

"We're seeing the Australian opportunities, converting them once they've travelled to Australia to get them across the pond over to New Zealand." she said.

- ? Fairfax NZ News

Source: http://www.stuff.co.nz/business/industries/8586572/Tourism-NZ-and-STA-Travel-team-up

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