Rotorua Tourism feeds growing Indian appetite for the region
Rotorua, New Zealand – 20 July 2016:
Rotorua is well placed to maximise opportunities presented by a growing Indian visitor market and tourism operators in
India are already committing to longer stays in the district.
A two-week-long, industry-led Rotorua tourism mission has just ended in Delhi and Mumbai where a group of key operators
increased awareness of Rotorua’s tourism proposition in one of New Zealand’s fastest growing international visitor
markets.
The trip was fronted by Destination Rotorua and showcased the region to more than 400 influential travel agents, product
managers and managing directors.
Destination Rotorua Trade Manager Patrick Dault said the sales mission was aimed at putting the region at the front of
people’s minds, specifically for the honeymooner, family markets and incentive groups, and working to command a minimum
three night stay in Rotorua.
“We want to help create passionate advocates for Rotorua in India, increasing sellers’ enthusiasm for the region and its
products. In doing so we hope to drive up the average number of visitor nights which will have the knock-on effect of a
greater average visitor spend.
“The Indian market is extremely valuable as a large percentage travel in the off-peak or shoulder season, which is of
the greatest benefit to our operators. Moreover, the market is extremely well suited to what Rotorua offers, showing a
clear preference for adventure products and high interest in geothermal and volcanic landscapes, sightseeing by air and
cultural products,” said Mr Dault.
For the 12 months to May 2016, there were almost 48,000 Indian visitor arrivals to New Zealand (an 11 per cent increase
over the previous year). For the same period APR Consultants recorded a 19 per cent increase on the Rotorua Activities
and Attractions Monitor for Indian visitors – evidencing an increasing appetite for the region from this market.
Chief Pilot and Director of Volcanic Air Tim Barrow said the trip confirmed that the growing Indian market will continue
to present opportunities for Rotorua tourism operators. A number of inbound operators have already committed to longer
stays in the region.
Skyline Rotorua Sales and Marketing Manager David Blackmore said the Indian honeymoon and family groups were
particularly important for Skyline Rotorua and feedback during the trip was very encouraging.
“Rotorua was very well represented, with Destination Rotorua leading the way in organising sales calls and training to
make the most of the trip,” said Mr Blackmore. “Tourism New Zealand has also recently put additional funding into
growing this market, so Rotorua operators having such a strong presence was excellent to see.”
Rotorua businesses that participated in the mission included Agroventures Adventure Park, Skyline Rotorua, Volcanic Air,
Ngai Tahu Tourism and Mitai Maori Village.
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