By SIMON HENDERY tourisim writer
The Tourism Board and Air New Zealand are spending $7.4 million enticing stressed-out Aussies to our shores.
An 18-month, $A6 million joint marketing campaign launched today will target time-pressured Australian holidaymakers who can only afford to take a week off work to unwind.
Tourism New Zealand chief executive
George Hickton said research showed that rather than taking one long annual holiday, Australians our largest tourism market were now taking more frequent, shorter breaks.
"There is evidence that a high number of Australians take that sort of [week long] holiday and we don't get as much of a share of that market as we would like.
Drawing on Tourism New Zealand's "100% Pure New Zealand" catch cry, the new campaign will tell Australians: "In five days, you'll feel 100%."
"The perception in Australia is that you need to take a bit longer [to visit New Zealand]," Mr Hickton said.
"We want to change that mindset so people feel just as comfortable coming to New Zealand as they would ducking down to Victoria."
The media campaign is backed by local tourism bodies, which have grouped together to offer five regional travel packages.
Mr Hickton said the aim was to encourage Australians to spend their break in one region, then return again to visit another region.
Air New Zealand's New Zealand regional director, Norm Thompson, said the campaign would target 25 to 50-year-old travellers seeking a "lifestyle-enhancing" holiday experience "whether that be sailing around the Bay of Islands or wine tasting in Marlborough."
Meanwhile the Australian Tourism Commission is also promoting "new tourist experiences" in a bid to boost repeat visits by New Zealand tourists, its largest market.
Last year 820,000 New Zealanders crossed the Tasman, a 12.7 per cent increase on the previous year.
The figure was boosted by the Sydney Olympics and the commission is forecasting a drop to 804,000 kiwi visitors this year.
KIA ORA
A record 1.78 million visitors travelled to New Zealand last year, an 11 per cent increase on 1999.
Arrival numbers by country during 2000, compared with 1999:
* Australia 573,862 (up 9.6%)
* United Kingdom 200,250 (up 19%)
* United States 195,781 (up 8.2%)
* Japan 151,373 (up 2.7%)
* South Korea 66,581 (up 54%)
* Germany 51,451 (up 11.3%)
* China 33,502 (up 44.2%)
