Prasenjit Chakraborty - Mumbai Conversations with trade partners and research reveal that an increasing number of Indian travellers are showing interest in culture, outdoor activities, and campervans, beyond traditional adventure tourism and Queenstown. Taking this into account, Tourism New Zealand is actively working to position New Zealand as a year-round destination for Indian travellers, not just during peak seasons, says Rene de Monchy, Chief Executive of Tourism New Zealand, in a conversation with Prasenjit Chakraborty.
Q.1.Could you share the reasons for your visit to India, which marks your first trip after assuming the role of CEO of Tourism New Zealand?
Yes, for the first time I am visiting the country as the CEO of Tourism New Zealand (TNZ), but as an employee of TNZ, I visited India three or four times before. The main reason for coming here is Kiwi Link, a trade event we are currently hosting. This event marks the presence of 41 New Zealand delegates for the first time since 2019.
Trade holds immense importance for us, as 85% of our total bookings are done through this channel. This is the first opportunity since COVID-19 to reconnect in person with familiar faces and to establish new contacts as well. We are discussing new itineraries and products with the trade fraternity, making this a very significant trade mission for us.
Q2. You have launched a new campaign titled “If You Seek”. What message are you aiming to convey through this campaign, and does it signify a departure from “100% Pure New Zealand”?
100% Pure New Zealand remains our tagline; in fact, the campaign celebrates its 25th anniversary this month, having been launched in 1999. In August 2022, we introduced a campaign called ‘If You Seek’, which invites adventurous explorers to discover New Zealand and enjoy its diverse offerings. Having said that, ‘100% Pure New Zealand’ continues to be our promise and tagline.
Q.3. You have been associated with TNZ for a long tine. How have perceptions among Indian travellers about New Zealand changed over the years, particularly following the Covid-19 pandemic?
I have been associated with the organization for the last eight years. Visiting India after five years, I have found that the tourism industry here remains vibrant despite the pandemic. Many of our trade partners have expressed how strongly the sector has bounced back. It is truly encouraging to see the fantastic opportunities the market offers us. In these first two years of India’s recovery, we are observing a return to familiar patterns. The timing of travel remains largely unchanged, with booking windows resembling pre-pandemic norms, and the average length of stay stabilizing around 13-14 days.
Our conversations with our trade partners and our own research reveal that Indians are increasingly showing interest beyond adventure tourism and Queenstown. Instead, they are expressing interest in culture, outdoor activities, campervans, etc. New Zealand is well positioned to offer a variety of unique itineraries to cater to these diverse interests.
Q.4.How is the recovery from the India market after the pandemic?
India has been the strongest performing market, with 87,000 annual visitors returning to New Zealand. The VFR (Visiting Friends and Relatives) and Holiday arrivals segments contributed significantly, helping to surpass 2019 numbers. I am very optimistic about this market.
Q.5.In terms of the Indian market, what new strategies or steps do you plan to implement that your predecessors did not?
One of the key challenges for the tourism sector in New Zealand is its heavy reliance on the peak season. Between December and February, 40% of the tourism sector’s value is generated in just these three months. That presents a challenge due to various reasons, but it also offers a significant opportunity to alter or enhance travel patterns, making New Zealand a year-round destination. Expanding beyond peak seasons, which for us span from March to November, offers a great chance to educate Indian travellers about the diverse experiences New Zealand offers throughout the year.
Our main objective now is to highlight to Indian travellers that a wide range of activities in New Zealand can be enjoyed year-round. Whether it’s whale watching, adventure tourism, biking, experiencing Māori culture, or visiting wellness spas, these opportunities are accessible every day in New Zealand. So, New Zealand can provide Indian travellers with an unforgettable experience year-round.
We have a significant opportunity to change this perspective by offering itineraries to those seeking relief from summer heat or looking to visit during optimal whale watching seasons, such as June and July when humpback whales migrate. Our focus is on promoting year-round appeal rather than just emphasizing the summer months.
Q.6.Does New Zealand’s substantial Indian diaspora contribute significantly to tourism as well?
Certainly. Before Covid, I recall the data vividly. The traffic from New Zealand to India surpassed that from India to New Zealand, largely due to our sizeable diaspora. This dynamic is beneficial because of the inherent relationship between our two nations. The natural Visiting Friends and Relatives (VFR) traffic supports airlines and other sectors. While our primary focus is on holiday arrivals rather than VFR traffic as a business strategy. The close connections between the two countries facilitate easier travel due to the strong people-to-people ties we share.
Q.7. Could you provide the number of Indian tourists who visited New Zealand in 2023?
In 2023, New Zealand welcomed a total of 84,315 arrivals, including 20,100 holiday arrivals. This represents a total arrivals recovery of 125.9% and a holiday arrivals recovery of 70.6% compared to 2019 figures.
Q.8. India, Australia, and New Zealand share a common love for cricket. From my observation, Australia has capitalized on this passion more effectively than New Zealand. Your comment.
We have done so in the past, but not since Covid. However, it’s definitely an avenue we are considering for the future. Cricket is a passion point, especially following India’s recent victory in the T20 World Cup. I’m in touch with New Zealand Cricket, and we are exploring the possibility of tours between both countries, which is always an exciting prospect. This is certainly an area we are keen to explore further in the future.
Q.9. What is your strategy for MICE?
We have a dedicated business events team focusing on both conferences and incentive travel, which we see as a valuable complement to leisure travel, as is the case in many other destinations. In the next year, we will have three new convention centers in New Zealand—in Auckland, Wellington, and Christchurch—that enhance our conference capabilities. It’s been encouraging to observe sustained interest in incentive travel from India as well, especially from those who prefer to travel outside the peak summer months.
