Vayant and ArrivalGuides team up to inspire travel shoppers

vayantVayant brings its FastSearch, the inspirational sub-second airfare shopping product that precomputes large datasets of customer-defined flight search results and keeps them fresh and easily available for marketing purposes via API.

Vayant Travel Technologies, a leading company in airfare search innovation, and ArrivalGuides, the destination content supplier, announced a partnership agreement for a joint marketing solution that allows travel companies to target flight offers alongside inspiring destination images and content.

By combining their respective strengths the partners aim to make it easier for airlines and travel agencies to provide rich content-driven experiences on their ecommerce websites. As the world’s leading network of high quality and up-to-date destination information and city guides, ArrivalGuides brings compelling destination content to inspire travellers to choose, book and plan their trip. Currently, this covers over 500 destinations and includes 35,000+ points of interest.Vayant brings its FastSearch, the inspirational sub-second airfare shopping product that precomputes large datasets of customer-defined flight search results and keeps them fresh and easily available for marketing purposes via API.

Offered as a one-stop-shop web solution, the combined destination and flight content API can be used by travel companies to power map displays, calendar displays, banner ads, email campaigns. Iskra Rasheva, Marketing Manager, Vayant Travel Technologies, said: “Today’s travellers expect to find inspiration when they shop online, with exciting travel choices accurately priced, attractively presented and available to book.

With ArrivalGuides we’re making it easy for all kinds of travel sellers to deploy this kind of quality content on their websites.”Ola Zetterlof, Director of Content Solutions, ArrivalGuides, said: “High quality destination content is key for inspiration and to trigger a booking – with Vayant, we add a new dimension with airfare pricing that’s fast and accurate.” –

See more at:

http://www.traveldailynews.com/news/article/64859/vayant-and-arrivalguides-team-up#sthash.U9GDR367.dpuf

via Vayant and ArrivalGuides team up to inspire travel shoppers.

Marketing strategies for tourism destinations: A competitive analysis: Travel Daily News

european travel commissionThe new European Travel Commission project focuses on six high potential markets, namely Brazil, Canada, China, Japan, Russia and the United States. This fact-finding research offers a bird’s-eye view of the competitive environment in the global tourism marketplace, and a portrait of the tourism strategy and marketing activities of competing destinations in each market.

In an increasingly vibrant landscape, marked by new players, technological innovation and rapidly changing consumers, the need arises for European destinations to closely monitor others’ effort to win market shares in the global tourism market.

This report is meant to support private and public organisations in the tourism sector to achieve a better understanding of the environment in which they operate. Its aim is to provide meaningful knowledge about best prospect markets, and the tourism strategies destinations worldwide have implemented in these key markets.

This report is part of a broader study tailor made for European tourism destinations in general and ETC members in particular.This project focuses on six high potential markets, namely Brazil, Canada, China, Japan, Russia and the United States. This fact-finding research offers a bird’s-eye view of the competitive environment in the global tourism marketplace, and a portrait of the tourism strategy and marketing activities of competing destinations in each market.

Information has been gathered through publicly available documents, and eventually enriched with first-hand information gathered through personal interviews with NTOs marketing directors, representatives of the travel trade and experts. Key results are presented in this executive summary, conceived for dissemination to the public at large. In this analysis, Europe is defined as the 33 countries which are members of the European Travel Commission plus France, the Netherlands and the United Kingdom.

via Marketing strategies for tourism destinations: A competitive analysis.

Tourism Marketing: E-travel giants get more individual – fvw

Leading travel e-retailers are using technology to speed up and individualise their offers, according to top executives at a recent fvw event.

Expedia-Europa-Chef Andreas Nau

Online travel giant Expedia cannot afford to carefully plan a medium-term strategy, Andreas Nau, head of Expedia Europe, told the fvw Online Marketing Day in Frankfurt. “We have to be fast, test and be allowed to make mistakes,” he declared.

For example, Expedia is currently testing a new form of hotel evaluation in 60,000 properties via a new app. “Customers can quickly give their views on the reception, service and overall impressions via smileys,” he explained to some 270 participants. Hoteliers “are already addicted to it” and respond quickly, he said.

Outlining some new products, Nau said that Expedia has developed a tool enabling hoteliers to change their prices via a mobile device, and is working on a method of presenting room prices like on a stock exchange.

Tom Breckwoldt, TripAdvisor’s Germany chief

Meanwhile, TripAdvisor is rapidly embarking on a new ‘customer journey’ and adapting itself to changing user habits, and the rapid advance of mobile devices, above all. “More than 50% of all content is consumed by mobile today,” said Tom Breckwoldt, Germany chief of the evaluation portal.

TripAdvisor no longer just wants to display hotel rankings ahead of a trip but also offer additional services at the destination, such as restaurant visits or excursions. The company has already bought content providers such as restaurant finder La Fourchette and activity finder Viator. Such activities will then be bookable on the company’s mobile portal.

Breckwoldt stressed: “Our core business remains the rankings, the evaluation of hotels and other services.” But he also predicted rapid growth of destination-based mobile bookings due to the spread of mobile devices and free wi-fi.

Facebook is also a good source of information for online tourism marketing, especially because companies can form clusters of users to target, Benjamin Schroeter, managing director of Facelift Brand Building Technologies, told the event. Tour operators, for example, could target specific groups for last-minute sales, he pointed out.

Meanwhile, this year’s fvw Online Marketing Award was won by the Hamburg tourist board for their mobile app, which acts as a city guide with detailed additional information as well as user evaluation options. The app has been downloaded more than 65,000 times since its launch in mid-2014.

via Tourism Marketing: E-travel giants get more individual.

New City Destination Ranking Released by Euromonitor International

EuromonitorMarket Research Company Euromonitor International released today a new ranking of the top 100 city destinations in terms of international tourist arrivals for 2013.

The top three cities on the list remained unchanged from 2012: Hong Kong, Singapore and Bangkok. These Asian mega-cities benefited from their locations in heavily populated areas, large economies and proximity to China.

While outbound travel from China is heavily influential for many of the cities listed, inbound tourism to China remains sluggish. China does remain the leading country for the number of cities featured in the top 100 with a total of eight. However, with the exceptions of Suzhou and Guilin, these cities experienced a decline in arrivals for 2013 due to an uncertain economic outlook, pollution concerns and tensions with Japan—a key source market.

Looking forward, city destinations may want to turn to the US market, the second largest source for outbound travel in 2013. The US has been a relatively mature market with outbound travel peaking in 2007, followed by yearly declines until recovery began in 2012. But a better economic environment, a stronger dollar and lower gas prices will likely boost outbound travel from the US.

“Cities in neighbouring countries to the US such as Central America, Mexico and the Caribbean will most likely see growth in US travellers,” according to Euromonitor’s Head of Travel and Tourism, Caroline Bremner. “Western European cities will likely benefit too, thanks to strong cultural positioning and historical ties to the US.”

Top Five Cities Destination Rankings Listed Below:

  • Hong Kong, Hong Kong (25,587.3 arrivals)
  • Singapore, Singapore (22,455.4 arrivals)
  • Bangkok, Thailand (17,467.8 arrivals)
  • London, United Kingdom (16,784.1 arrivals)
  • Paris, France (15,200.0 arrivals)

via New City Destination Ranking Released by Euromonitor International.

Asian cities account for a third of the most visited cities

Over a third of all destinations are located in the Asian Pacific region, illustrating strong regional travel trends within Asia, as well as the growing connections throughout the region. Within the top 10, six of the leading cities are from Asia, with the top three remaining unchanged from last year – Hong Kong, Singapore and Bangkok. These three Asian mega-cities serve as some of the top destinations for Chinese travellers as well as being air network hubs. Bangkok showed the strongest growth among the top 10 cities, up 10.4% from 2012 to reach 17.4 million arrivals, despite political unrest breaking out at the end of the year. Chinese visitors are key to Thailand’s booming arrivals, with close links between the countries as well as efficient and short transport connections. A new Asian arrival on the list is the South Korean city of Jeju with 1.77 million visitors, growing 46.3% in 2013.

Chinese visitors replaced Japanese arrivals as the most important source market for South Korea in 2013. About 70% of international visitors to Jeju Island are Chinese, aided by the no-visa policy as well as improved cruise facilities, direct flights from the Chinese mainland, and a plethora of duty-free shopping opportunities. While outbound Chinese tourism is hugely influential in many of the cities listed, inbound tourism remains sluggish. China does remain the leading country for the number of cities featured in the top 100, with a total of eight cities. However, with the exceptions of Suzhou and Guilin, all these cities experienced a decline in arrivals for 2013. Beijing in particular continues to be affected by the slowdown in the Chinese economy as well as pollution.

India’s leading cities, Delhi and Mumbai, though, experienced growth of 27% and 22%, respectively, in 2013, with both of them receiving around 3.6 million visitors.  The depreciation of the rupee against the US dollar made it much cheaper to travel to India in comparison to previous years, aiding inbound tourism.

GCC countries are the shining stars of the Middle East

The GCC counties are well represented by four countries, Bahrain, Qatar, Saudi Arabia and the United Arab Emirates, all having cities in the top 100. The latter is home to Dubai, the region’s starTweet-This city for arrivals with a total of 10.5 million visitors, up 7% on the previous year. The United Arab Emirates government has worked hard in recent years promoting the country as a safe family tourism destination, which has benefitted Dubai, and also neighbouring emirates Abu Dhabi and Sharjah, which also feature in the top 100. These cities have also picked up a lot of arrivals who previously would have opted for destinations such as Egypt before its recent instability.

Saudi Arabia features three cities in the top 100: Mecca, East Province and Riyadh. 2013 was a strong year for inbound tourists visiting Mecca for religious pilgrimage, with arrivals reaching 7.5 million due to massive expansions at the holy mosques as well as a growing number of hotels. This is in spite of concerns about the MERS virus, which was first reported in Saudi Arabia in 2012.

Doha, in Qatar, was the Middle Eastern city showing the best growth in 2013, reaching 3.8 million arrivals, up by 21.2%. Business tourism is the mainstay of arrivals, due to Qatar’s substantial oil and gas industry, but leisure tourism is growing slowly with the country focusing largely on cultural and sporting attractions to entice visitors.

Europe courting Russian and Chinese visitors

London and Paris remain Western Europe’s leading cities for arrivals with 16.8 million and 15.2 million, respectively, in 2013. Turkey features strongly in the list, with Antalya, Istanbul and Artvin all showing good growth for the year. Russian arrivals were key to this growth, with Antalya hosting 75% of all visitors from Russia to Turkey. Visas are not required for Russians staying less than 60 days in Turkey, and Antalya provides beach locations such as Kemer, Alanya, Belek, Kas, and Side, which are popular with Russian tourists. Zurich in Switzerland has one of the highest growth rates for arrivals in Europe, at 23.6%, and it welcomed 2.26 million arrivals in 2013. Increasing numbers of tourists from China and Russia are visiting the city, aided by the fact that Switzerland is within the Schengen visa zone, and offers excellent transportation links and air connections.

A reshuffling of future source markets

The long-heralded rise of the Chinese outbound traveller is set to continue with China overtaking Germany as the number one source of outbound international travel in 2017. Nearby Asian cities, especially those located in countries with relaxed or no visa requirements, will benefit immensely. However, Chinese travellers are becoming more adventurous – travelling farther afield and exploring on their own as opposed to in a tour group. It is important for cities to understand the changing Chinese travellers’ desires and build a strong marketing message to court them.

The outlook for Russian travellers was equally bright just a year ago, but the deteriorating economic situation and the rapid decline of the rouble now call into question how strong a source market Russia will be, especially for city destinations in important sun destinations such as Turkey, Egypt and Thailand.

However, city destinations may want to turn their eyes to the US market, which was the second largest source market in 2013. The US has been a relatively mature market, with outbound travel peaking in 2007, followed by yearly declines until a recovery began in 2012. But a better economic environment, a stronger dollar and lower gas prices will likely boost outbound travel from the US. According to the Office of Travel and Tourism Industries, outbound travel from the US was up by Tweet-This9.6% year-to-date in October 2014 – a significant increase for a mature market. The benefit, though, may mostly accrue in cities in neighbouring countries in Central America (including Mexico) and the Caribbean, but Western European cities will likely benefit too thanks to strong cultural positioning and historical ties.

Uncertainty is the only certainty

The shift towards a more connected world is both a positive and a negative for international travel. The opportunities to attract visitors from new source markets are vast, but can quickly turn into challenges, whether it is due to geopolitical unrest, economic decline or natural disasters. It is important for city destinations to be prepared to quickly respond to the constantly evolving global landscape to have their tourism industries thrive.

 

World Marketing Group to lead business development for Destination Asia in North America

Destination_AsiaDestination Asia announces, effective 1 February 2015, World Marketing Group will lead its North American incentive travel and event business development for the Asian region. The new alliance offers customers access to highly skilled Asian operations, backed by in-market sales and marketing support and expertise.

“We are honored to have World Marketing Group represent the growing incentives and events business to Asia from North America, their specialty for over three decades,” stated Jim Reed, CEO Destination Asia Group. “Our dedicated meetings and events divisions are at the heart of the Destination Asia Group, aligning our services with the growing demand of business group travel to Asia. Our shared legacy of market knowledge and customer service in incentive travel and event management elevates our offering to effectively meet the growing customer expectations of this region.”

“Our 35 years of working with North American clients on their Asian programs aligns with Destination Asia’s superbly delivered customer experience,” said Jane Schuldt, CIS, CITE, President, World Marketing Group. “We believe Destination Asia’s laser focus on Asia-only operations positions them to deliver unparalleled value to customers seeking unique experiences. We look forward to putting the force of our expertise behind their initiatives.”

via World Marketing Group to lead business development for Destination Asia in North America.

Hotelplan looking to buy Kuoni Switzerland – TTG Asia

Kuoni logoHotelplan looking to buy Kuoni Switzerland

Raini Hamdi, Singapore, January 16, 2015

THE Hotelplan Group has emerged as a suitor for Kuoni Switzerland.

CEO Thomas Stirnimann confirmed with TTG Asia e-Daily “we are looking at it” when asked if the company was keen to buy Kuoni Switzerland.

“I guess we would be the best owner by far,” he said when asked for his views on who would be the likely buyers of the outbound businesses Kuoni has put up for sale.

If the deal goes through, Hotelplan would consolidate its position in Switzerland, where it is the second-largest tour operating company after Kuoni.

Asked about the future of the tour operating business, Stirnimann said: “We can only say that it is working out well for us, but you needed to adapt a couple of years ago. Today there is no more B2B or B2C business but only business with which you serve all channels.”hotelplan logo

Now that Kuoni has made known its intention to sell its outbound units, a few sources interviewed speculated that potential buyers could be the bigger players in the Middle East, private equity companies, or other non-travel related investors.

“I would be surprised if any of the larger travel groups in Europe purchased them given their current directions, although maybe Flight Centre might see value in their global expansion plans,” opined Chris Bailey, senior vice president sales & marketing Centara Hotels & Resorts Thailand.

On who they wished would buy, several Kuoni groundhandlers in the region are wistful.

“There are not many companies that invest in customer care and training like Kuoni does. Many talk about it but pass it to the ground agency to carry it out. Kuoni ensures the ground agency understands what the brand stands for, how important the customer is to Kuoni and why you should be proud to be part of the Kuoni group. The annual training for our staff looking after Kuoni customers are well organised and gives our staff a sense of pride to be a part of Kuoni,” said Judy Lum, group vice president sales and marketing, Tour East Singapore.

Lum wished Kuoni would reconsider. “I had hoped they would synergise the model of GTA with Kuoni tour operating and be the first to be able to give the consumers what they expect as a holiday, yet deliver the efficiency in the booking process for the customers of today. I know the business models of GTA and Kuoni are different worlds but they serve the customers of the same planet who expect a lot from each,” she said.

A source lambasted Kuoni for the sale announcement. “I do not think that it is wise to announce a sale of a company when you have no buyer.

“Firstly you demoralise your own staff, secondly you discourage existing and new clients to book with you, and thirdly you devalue your own company image/share value,” said the source.

Centara’s Bailey shared some of that sentiment. “All situations like this have an impact on the staff (I have seen a few myself [as a tour operator before]), however upbeat the message from management. It’s the fear of the unknown and potential change that always disrupts people’s attention to their day job.

“On the other hand, as I said before, if staff can be engaged with the change and kept in the loop with regular updates, then they can go the extra mile during this transition period.

“The other threat is of course from the competition as it’s often an opportunity to cherry pick talent and or commercial arrangements in such times.”

Kuoni contracting managers contacted by TTG Asia e-Daily on the impact on them did not respond at press time.

via Hotelplan looking to buy Kuoni Switzerland – TTG Asia – Leader in Hotel, Airlines, Tourism and Travel Trade News.

17 European Countries Band Together to Create Meetings-Themed Marketing Organization – Skift

This fall, 17 European convention bureaus across the continent announced the formation of a new alliance, designed to pool resources and share best practices to protect market share in the global meetings and convention arena.

This initiative—presently positioned as the European National Convention Bureaux—parallels the leisure consumer-facing Visit Europe consortia of 33 tourism bureaus, operated by the European Travel Commission. The launch date for an official website has not yet been announced.

U.S. bookings for meetings, conventions and incentive travel are coming back strong throughout Europe, as they are in many other long-haul destinations that were also deemed prohibitively expensive during the recession.

“We’re increasing our group sales staff 20% in Europe for 2015,” says Christopher Koleros, area director of sales/marketing, Europe, InterContinental Hotels. “There’s a lot of pent up demand for Europe right now, including secondary markets like Prague and Budapest, because so many groups curtailed their European programs after 2009.”

Therefore, the motivation behind the launch of the new European meetings destination marketing organization (DMO) is two-fold. One is to maintain top-of-mind positioning for Europe as a primary meetings location. With so many emerging destinations from Brazil to New Zealand rising on planners’ radars, it’s paramount for European countries to proactively ensure they remain competitive.

via 17 European Countries Band Together to Create Meetings-Themed Marketing Organization – Skift.

Press Release: Over 30 travel marketing experts to provide insights at The Travel Marketing Forum, Dubai 24th Sept

PRESS RELEASE 

Middle East’s Premier Travel Marketing Event to convene in Dubai on 24th September

Insights from over 30 leading travel marketing experts

Dubai Tourism, Expedia, Yahoo, SkyTech and IBEX Global added to the conference content

Travel Marketing leaders to gather in Dubai to discuss a diverse yet interrelated set of topics

 

Press Release: Dubai – 18th September 2014 

In just under a week the Middle East’s premier Travel Marketing event will take place in Dubai.

Some of the world’s leading travel brands and marketing services providers will gather for a day of knowledge sharing and business development.

 

Amadeus, a leading travel technology company, will present a report on Middle East booking trends, internet penetration, smart phone usage, booking and  payment patterns, booking channels and social media trends in the travel sector.

Illusions Online, a Dubai based travel business technology provider for the leisure sector, will talk to their new generation cloud based leisure packaging capability and their strategy to create a global online travel exchange.    

 

Other speakers come from leading brands such as Facebook, Google, TripAdvisor, Jumeirah and Emirates.

The programme also includes interviews with the Head of Strategy for dnata travel and the CEO of The Entertainer.  Technology companies such as SkyTECH Solutions and Comarch will share their views on Big Data and Customer Relationship Management in the travel sector.

In a key panel on destination marketing, Dubai Tourism will highlight the power of local advocacy.

Yahoo will present a case study on how they have assisted travel companies with their online exposure and IBEX Global will highlight their recent regional launch of their Customer Experience Management Technology.

Mohamed Al Rais, Deputy CEO of Al Rais Travel, will be joined by representatives from Expedia, destinia.com and e-Tourism Frontiers on a panel debate on the development of the online travel market.

Porton Group will reveal a revolutionary technology that can be used by the travel sector to screen travellers for potentially contagious diseases without significant disruption to the airline check-in process.

Duncan Alexander, Director at The Travel Marketing Store stated “We have been delighted by the response that we have received from the travel marketing community to the concept of our event. The content is truly exceptional and we look forward to what will be an enlightening day”.

Over 40 companies will be represented at this year’s event which will also hold “The Global Travel Marketing Awards” and “The Market Place for Travel Marketing Services” where buyers and suppliers meet to discuss new services.

via Press Release: Over 30 travel marketing experts to provide insights at The Travel Marketing Forum, Dubai 24th Sept.

Social Media Challenges in Destination Marketing

Earlier this year, we celebrated Facebook’s 10th anniversary, LinkedIn boasted more than 300 million active users while TripAdvisor now has more than 175 million reviews. We have come to expect seeing travel & hospitality stakeholders managing accounts on Instagram, Pinterest, Twitter or even Google+. In other words, social media marketing has moved beyond bells and whistles and is now the mainstay of a sound digital strategy, along with having a transactional, mobile-optimized website and a clean database for frequent, automated emails and/or newsletters. But while social media is now recognized as important, in particular within the travel vertical, managing it remains a constant challenge.

BEST PRACTICES

During its most recent annual summit in Vegas, DMAI Destination Marketing Association International shared the results from a recent study conducted by Development Counsellors International, surveying more than 100 individuals responsible for social media marketing at destination marketing organizations across North America. Some findings were real eye-openers, confirming what many observers suspected: while social media are considered important for a majority, budget allocation remains marginal, at best.

Social Media Challenges in Destination Marketing image Screen Shot 2014 07 24 at 12.32.29 PM 600x391

This chart shows that 71% of destinations surveyed must deal with a social media marketing budget of less than 25,000$. Perhaps even more surprisingly, 99% of organizations have a digital marketing budget, yet only 60% have a dedicated envelope for social media activities.

Social Media Challenges in Destination Marketing image Screen Shot 2014 07 24 at 12.33.03 PM 600x436

This second chart demonstrates beyond any doubt how social media are under-represented in the big picture of digital marketing budgets. Roughly 76% of destinations allocate less than 10% of their total marketing budgets to social media, regardless of the size of the digital marketing budget to being with!

Social Media Challenges in Destination Marketing image Screen Shot 2014 07 28 at 10.17.19 PM 600x170

So how are social media budgets spent? Some very interesting findings here, shedding light on some best practices by destinations in their social media efforts. According to the survey, most popular budget allocations are:

  • 39% in paid promotion: promoted tweets, Facebook ads and promoted posts, etc.
  • 29% in content development: graphics, writing, photos and videos, apps.
  • 28% invest in Human Resources for engagement.
  • 18% spend on contest initiatives.
  • 13% spend their budget on monitoring tools such as Radian6, VocusSocial, Sysomos, etc.

Social Media Challenges in Destination Marketing image Screen Shot 2014 07 24 at 12.37.04 PM 600x487

One eye-opening finding is that destination brands with intermediate social media marketing budgets seem to be the ones outsourcing this function the most. In particular organizations with budgets within the 25,000-50,000$ bracket, 83% of which outsource their social media activities, handing it over to agencies and/or freelance experts. We are not so surprised to see that destinations with the smallest budgets tend to keep activities in-house, since budgets are scarce to being with. Nevertheless, it is somewhat surprising to find out that virtually one out of every three DMO outsources its social media activities.

Social Media Challenges in Destination Marketing image Screen Shot 2014 07 24 at 12.40.51 PM 600x478

Finally, when surveying what are today’s top social media challenges face by DMOs, again I was somewhat surprised not to see some concerns rank higher, i.e. maintaining engagement, or budget constraints. In fact, the biggest challenge seems to be one shared by many industries alike, and not just in marketing: time, or a lack therof. Over 30% of destination marketing managers identified time as a key challenge, specially with new social networks and mobile apps creeping up all the time and despite of softwares that help managing it all.

It’s no wonder the second biggest challenge is to stay abreast of new trends and technologies that can help making sense of it all. In fact, attending industry events, conferences and participating in various training and webinars is a key component of staying on top of evolving trends and finding out the tools and tech to help managers in their everyday chores handling social media activities.

Social Media Challenges in Destination Marketing image Screen Shot 2014 07 24 at 12.44.31 PM 600x78

One last word. Return on investment (ROI) is almost always a key performance indicator in most organizations, yet it remains elusive in particular in destination marketing, where direct sales are not core to their business model (compared, say, to a hotel, restaurant or transportation). Nevertheless, it’s surprising to see only 8.1% of respondents identifying this challenge as key. Does it make it less important to measure? Of course not, but it does reflect how difficult it remains to “prove” social media campaigns, and that destination marketing organizations have integrated different ways to address this concern in some shape or form.

via Social Media Challenges in Destination Marketing.

Tourism New Zealand win PATA Gold Award for marketing

PATA Gold AwardsTourism New Zealand‘s 100% Middle-earth, 100% Pure New Zealand campaign has once again been recognised on the world stage, with its latest win the prestigious Pacific Asia Travel Association (PATA) Grand Award, Marketing. 

The annual PATA Gold Awards recognise tourism organisations that have made outstanding contributions to successfully promote the travel industry in Asia Pacific.  This year, more than 180 entries from 66 organisations and individuals worldwide were received.  The award will be formally presented to Tourism New Zealand on 19 September at the PATA Gold Awards Luncheon as part of the PATA Travel Mart in Cambodia. 

The Marketing Award will be presented to Tourism New Zealand for its “100% Middle-earth, 100% Pure New Zealand” campaign.   Tourism New Zealand aims to leverage the huge media and consumer attention that The Hobbit Trilogy has and will continue to achieve, and convert that attention into travel to New Zealand – the country where the movies were made.  The campaign, developed in partnership with The Hobbit moviemakers Warner Brothers and Weta Workshop, has been the primary marketing campaign for Tourism New Zealand in its key offshore markets. The Hobbit and associated marketing campaigns have been a significant contributor to visitor arrival growth to New Zealand over the last 18 months. 

As an international marketing body it is incredibly encouraging to receive acknowledgement of our campaign activity from fellow international tourism bodies and professionals – and we are extremely proud to receive this award“, says Kevin Bowler, Chief Executive Tourism New Zealand. 

Our 100% Middle-earth, 100% Pure New Zealand campaign continues to go from strength-to-strength, and it is fantastic to receive such significant acknowledgment as we gear up to launch our activity to leverage the third and last of The Hobbit movies – set to be released later this year.

Holiday arrivals into New Zealand for the year-ending May 2014 were up 8.9 per cent on the previous year with key target market for the Middle-earth campaign, the United States showing 15.3 per cent growth in holiday arrivals.