VisitBritain believes New Zealand demand for the UK will continue on its strong track with Kiwi travellers one of its fastest growing markets.
This year 275,000 visits by Kiwis are expected and this is on track to grow to 283,000 next year. The NTO says Kiwis are high value travellers, and the GBP385m spend is almost double the tourist average, as New Zealanders stay twice as long, explore outside of London, and travel throughout the year.
Paul Gauger, VisitBritain’s deputy director Americas, Asia, Australia & New Zealand was in market this week and says agents are critical to helping Kiwis make the right decisions in what are typically high value complex, multi-stop trips.
Kiwis ‘are dropping quite a bundle’ on trips, he says adding that agents who know the market can help travellers avoid making costly mistakes.
. . . Outside LON
At the VisitBritain workshop in Auckland last night 14 UK tourism businesses and destinations met with more than 180 product managers and agents. Many suppliers were from new destinations and attractions becoming increasingly popular outside London with South East England and North West England being boosted by Emirates’ gateway hubs such as Manchester and Scotland. Premium rail experiences also appeal strongly to high-value travellers seeking longer, immersive journeys.
“London’s always going to be the jewel in the crown, but we really do want people to get out and about,” says Gauger. To help drive this, VisitBritain’s Starring GREAT Britain campaign provides itineraries, trade resources and destination content linked to film and television locations noting nine in 10 potential visitors are interested in visiting filming locations during their trip, according to research.
. . . Driving Growth
Gauger says the VFR market remains important, accounting for 59% of visits, and there’s also said to be strong growth in Kiwi parents visiting adult kids on their OEs in Britain. Kiwis also embraced off-peak travel, with more than half of visits outside summer, creating an opportunity for the trade to extend sales beyond the traditional peak.
. . . Famil
An agent famil is planned for 2027 with EK, VisitWales, Marketing Manchester, Experience Oxfordshire and VisitWest, to explore beyond the familiar and discover Britain’s nations and regions.
