Advertorial

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Advertorial
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www.newzealand.com
New site
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The BIG Picture
Challenges and Opportunities
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Challenges - Exchange Rates

• In Sept 2000 JPY 401
• October 2006 JPY 801
• Squeeze rates to maintain competitive
• rate to drop in 2007?

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Challenges Declining population

• current birth rate 1.25 per couple
• government target for next 3 years is 1.4
• ageing population creating HUGE tax burden
• without change population halved by 2100 ?

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7 million
Baby boomer children
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Opportunity Themes and trends

• LOHAS (Lifestyle of Health and Sustainability)
• Slow life, slow food
• Learning history culture
• World Heritage sites
• Wine

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Opportunities - Group

• group series will remain a major sector
• there will always be a market for full package
  tours
• shift from must see everything to slow life
• less travel time, more free time
• looking for experiences and interaction
• value for money, not cheap
• 55

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Opportunities - FIT

• F.I.T.'s are increasing
• new styles of travel, fly drive, long-stay, bus
  pass
• NZ appeals
• - safe, clean, green,
• - English speaking
• - same driving rules, cars and little traffic
• - can relax
• greater percentage of baby boomers will be FIT
• lets get used to it
• lets prepare !

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Opportunities - Special Interest Travel

• Potential to grow
• ski
• hiking, trekking, walking
• golf
• gardening
• food wine
• fishing
• sports marathon, multi-sport, rugby

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Positives on the horizon

• Japanese economy strengthening
• NZ dollar predicted to drop 2007
• 7 million baby boomers retiring from 07
• NZ desired destination still

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New perspectives on the Japan market

• We need to communicate with the customer direct,
  as well as the trade
• - We cannot rely on the travel industry alone to
  educate the market on what we have to offer
• - It is time to make greater use of technology in
  our promotion going direct to the consumer
• increased on-line presence, consumer events, PR
• Agents need help with product development and
  promotion
• - reduce risk to try something new
• - lack in depth destination product knowledge
• - motivation

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The 4 Ps of Marketing
Product Price Place Promotion
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Industry Support

• combined approach needed
• commitment to change new ideas
• investment in joint promotion in market
• a greater understanding of market dynamics

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What is TNZ Japan going to do?

• work on conversion by.
• continuation of 100PURE campaign
• product development with travel agents -
  individually
• development of group business incentive, one
  off
• increase consumer events
• increase PR, internet, magazine and TV
• we will focus on.
• what you can do in NZ
• travel style options (bus tour, long-stay, self
  drive etc)
• 4 seasons
• repeaters especially media

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PR and Media 06/07

• TV
• - Ururun Taizaiki
• - Tabi Salad X4
• - Quiz Shinsuke kun
• - London Hearts
• Tetsuwan Dash
• BS Asahi - NZ Special 2 hr (2007 Jan)
• - BS Japan Doco 2 hr (Feb 07)

• Magazines
• - Tarzan
• - Crea
• - Ecocolo
• - Sarai
• - Sotokoto
• - Ski X3
• Coyote, Dec (60 pages!)
• LOHAS book Hara Chiaki

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Whats Coming Up?

• New Zealand Travel Café Roppongi
• Dororo!
• - Shibazaki san, Tsumabuki san Jan 2007
• Worlds Fastest Indian Feb 07
• Te Papa Museum Exhibition
• Tokyo National Museum (Jan Mar)