In 2012, New Zealand was voted to be the best country in the world to go on a holiday. In March 2019, the end of the financial year 2018-19, the contribution of the tourism sector to the national economy of New Zealand was calculated to be 5.8% (NZ$ 16.2 billion); and indirectly, 4.3%. The total annual expenditure on tourism had increased by 55% over a period of 7 years, i.e., from 2012 to 2019. The exports further add up to 17.1% of New Zealand’s total export business. Further, the tourism industry provided direct employment to 13.6% of New Zealand’s total workforce.
The following study is based on the number of arrivals in New Zealand over a period of 2000 to 2018.[caption id="attachment_334" align="alignnone" width="600"] (Source: Stats NZ & MBIE)[/caption] Australia has consistently been the top contributor to this giant industry, followed by China. [caption id="attachment_335" align="alignnone" width="600"] Source: Stats NZ & MBIE[/caption]
The study further proves that up to 2018, the maximum number of visitors landed on New Zealand with a holiday purpose. However, the one situation that has resulted in a major threat to the tourism industry all over the world is, of course, the Covid-19 crisis. Let’s have a look at how the employees of this industry are currently coping with the sudden collapse:
[caption id="attachment_337" align="alignnone" width="600"] Source: https://tia.org.nz/assets/1ebc4be317/COVID-19_Summary-Report.pdf, Tourism Industry Survey for May 2020[/caption]
With most people belonging to the tourism industry of the country adjusting to the crisis as it is and hoping to see a better future, it is a necessity to bounce back with a kicking post the Covid-19 phase. Such a survival strategy can be made not just possible, but also a success, with the help of digital marketing. The more people you reach out to show what you’ve got, the more people will visit to experience them-it’s that simple!
However, this requires exponential growth in the export market too, if the entire tourism industry must be brought back to its usual growth phase and more.
Here’s what a normal growth rate forecast from various countries who visit New Zealand looks like:[caption id="attachment_338" align="alignnone" width="600"] Source: Stats NZ & MBIE[/caption] [caption id="attachment_339" align="alignnone" width="600"] Source: Stats MBIE[/caption]
Australia and China being the main contributors to tourism and export, the diminishing expectations from the tourism industry due to the pandemic phase can be countered during the post-Covid-19 era by encouraging more of them to visit this small island in the Pacific Ocean. How? By drawing out more safety and precautionary measures throughout the popular tourist sites-and, giving out detailed information about these measures that reaches out to them.
Yes, post the Covid-19 phase, safety and security are going to be on top of all lists everywhere around the globe at all times. So, how better you can do it, in order to assure that your visitors are at the world’s safest place, is what you need to keep them informed about Post-Covid Digital Marketing Strategies for Tourism Industry in New Zealand and how you can present it out to them in the most relatable way possible? Leave that on us!
Digital Piloto, June 9, 2021
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