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Back Your Backyard: Is the domestic tourism push working?

Queenstown – expensive, Southland and Otago – cold. Those are some of the domestic perceptions of key New Zealand destinations as gleaned by insights company Research First, which has a Wānaka office.

Queenstown – expensive, Southland and Otago – cold.

Those are some of the domestic perceptions of key New Zealand destinations as gleaned by insights company Research First, which has a Wānaka office.

Research First has put together this fascinating slide on Kiwis’ perceptions around the domestic tourism push. A ‘quick dive’ exercise undertaken early July, this slide contains topline data sourced from about 270 people who are nationally representative by region, age and gender.

Key takeaways from our point of view:

  • Price is by far the biggest driver for Kiwis when choosing a tourism operator (88%), followed by reputation (40%)
  • Eight per cent of the market are seeking luxury / exclusive options
  • Destination-specific advertising aimed at domestic tourists has had an impact – and 35% say this advertising has prompted them to do something new.
  • The majority of people surveyed said they will visit a new place and the South Island roadie and outdoor adventures are definitely on the cards.

The perceptions of key areas are fascinating, but possibly not surprising!

These insights are really useful for brands – not just tourism businesses – to consider when thinking about their marketing.

And if you’re thinking you need help adjusting your messaging for the Kiwi market, or in need of an affordable, objective marcomms audit, get in touch – we’d be happy to help.

Written By Celia Crosbie
Celia is an award-winning former journalist who has worked and edited for major print and broadcast media in New Zealand and magazines in the United Kingdom. An Accredited Public Relations professional, Celia also specialises in communications and digital PR strategy, issues and reputation management and crisis communication.
celia@scopemedia.co.nz

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About Scope Media

Scope Media is a boutique marketing communications consultancy that specialises in digital PR. The consultancy helps brands gain visibility through the power of authentic storytelling, personal connections and digital insights. Scope Media offers strategic communications, crisis communications and reputation management, community engagement and stakeholder relations, digital PR, media relations and media releases, editorial and special publications, website copywriting for SEO and digital advertising.