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Tourism New Zealand has announced a refreshed set of trade training modules aimed at positioning New Zealand as a year-round travel destination.
The initiative, part of TNZ’s wider strategy to boost off-peak visitation, focuses on equipping travel sellers with the tools and knowledge needed to address seasonal tourism challenges in key international markets.
A Tourism New Zealand spokesperson says the programme is rooted in research identifying critical knowledge gaps among consumers. “From TNZ research we have identified knowledge gaps that prevent consumers from booking during New Zealand’s off-peak seasons. The refreshed NZSP addresses these gaps such as: how to get around, what the weather will be like, best experiences for each season and suggested itineraries.
“This will help travel sellers put together and sell packages that are best suited for New Zealand’s off-peak seasons.”
The training modules are designed to make New Zealand’s unique seasonal offerings easier and ensure that travel sellers are better equipped to create compelling itineraries that highlight the country’s attractions outside the peak summer months.
With 35 per cent of tickets to New Zealand sold through trade channels, TNZ recognises the key role of travel agents in driving visitor numbers. The refreshed programme is part of a multi-tiered approach to strengthen ties with the trade industry.
“Working with the trade industry is an integral part of Tourism New Zealand’s approach to attract international visitors to our home. As well as running trade specific campaigns, famils and education programmes, including virtual training sessions, Tourism New Zealand hosts in-market trade shows and roadshows to engage travel sellers on the ground.
“In 2025 we are hosting our next round of Kiwi Link events across North America, UK and Europe, India and a Southeast Asian Roadshow. These events allow representatives of the New Zealand tourism industry to educate and establish business relationships with key travel sellers.” says TNZ.
Early feedback from the programme’s launch in India has been overwhelmingly positive.
Munira Hatim of Journeys by Design described the learning experience as “short, interesting, to the point, yet shares the important information required for planning the perfect itinerary for clients”.
Within four weeks, the programme in India had attracted significant participation: “323 travel sellers in India had engaged with the new programme, including 132 new graduate specialists and 1971 individual course completions. We’re continuing to enhance and optimise the programme as we get ready to roll it out in other markets in 2025.”
The success in India provides a foundation for expansion into other global markets, with TNZ tailoring its approach to meet the unique needs of each region.
TNZ’s marketing strategy varies by region, using unique channels and tailored messaging to address consumer preferences.
“Based on research and insights, Tourism New Zealand uses unique channels, messaging, imagery to tailor our marketing work for each market we operate in,” says TNZ.
“To attract visitors in our off-peak seasons we highlight experiences and address knowledge gaps specific to each market through our work. We use a mix of paid advertising, trade partnerships, content on our channels and earned coverage to reach consumers.”
Insights reveal distinct preferences among travellers from North America, Europe, and Asia.
“Consumers in the USA are particularly interested in New Zealand’s natural attractions during off-peak seasons, more so than other markets. They also want to experience our culture, outdoor activities and relaxation experiences. Visitors from the UK market are interested in wildlife and cultural experiences, learning about our history and experiences that deliver a sense of personal growth during our off-peak.”
In addition, Asian markets, especially India, offer a significant opportunity for off-peak travel due to seasonal alignments with cultural holidays and favourable weather.
“India has the highest opportunity for off-peak travel, with 75 per cent of active considerers in India interested in visiting NZ between March and November. Winter and then spring are most appealing for Indian travellers,” says TNZ.
