Airline partnerships prove beneficial to industry

The importance of Tourism New Zealand's strategic focus on industry partnerships was reinforced this month with the commencement of daily flights between Auckland and Guangzhou by China Southern Airlines, and the announcement of a significant marketing partnership with Jetstar.

"Partnerships with airlines are an essential part of our business strategy, both to support growth in aviation capacity and to maximise the effectiveness of our off-shore marketing activity," said Tourism New Zealand's Chief Executive Kevin Bowler.

November 1 saw the official launch of China Southern Airline's daily flights between Guangzhou and Auckland. The service will support the high level of interest in New Zealand as a tourism destination, enable greater choice and make it easier for travellers wishing to visit New Zealand.

"The new daily direct service with China, one of New Zealand's largest in-bound tourism markets, is a significant benefit to the country's economy and future growth strategy."

Earlier this month, Tourism New Zealand announced a three year dollar-for dollar marketing agreement with Jetstar. The aim is to combine marketing forces and encourage more international visitors from Australia, Singapore, Japan and across the Asia region to New Zealand.

"Asia and Australia are key markets for tourism to our country and these partnerships present a significant opportunity for the New Zealand tourism industry. For Tourism New Zealand they support our efforts to leverage our 100% Pure You campaign in these influential markets as we drive conversion of high value visitors", concluded Mr Bowler.

Tourism New Zealand will work alongside both airlines to help build demand for the services, via in market campaign activity and partnerships with local travel sellers to increase awareness of the range of experiences New Zealand has to offer.