Push to lure Southeast Asian tourists

JOSH MARTIN
Last updated 17:29 20/05/2014

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Southeast Asian tourists will be the focus of a $20 million joint advertising programme by Air New Zealand and Tourism New Zealand.

The airline and the government tourism agency will pledge $10m each to extend their global joint marketing agreement of New Zealand to key tourism markets including Singapore, Indonesia and India.

The new campaigns in Southeast Asia aim to build on Air New Zealand's proposed alliance with Singapore Airlines, expected to take off in November.

It is hoped the advertising will increase visitor numbers to New Zealand via Singapore.

Air New Zealand chief executive Christopher Luxon said the programme mirrored a similar one last year that targeted China and other traditional markets, including the United States and Europe.

The initiative showed the tourism industry could co-operate to attract tourists, Luxon said.

"Working together to capitalise on this momentum is a natural progression that will positively impact New Zealand's tourism industry and is a wonderful example of collaboration which supports the Tourism Industry Association's Tourism 2025 framework for growth," Luxon said.

The combined tourism marketing around The Hobbit films had been a success, he said.

Tourism New Zealand chief executive Kevin Bowler said India and Indonesia were emerging markets the entire industry was prioritising and the joint marketing effort would ensure they kept growing.

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