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Tourism New Zealand has launched a campaign aimed at attracting European working holiday makers based in Australia, as the industry looks to grow visitor arrivals from nearby international markets.
The initiative, delivered in partnership with Webjet, targets travellers already in the region who are considered more likely to visit New Zealand during or after their time in Australia.
Focus on accessible international market
Tourism New Zealand general manager international Angela Blair says the campaign is designed to reach a travel-ready audience.
“This is an audience of travel-savvy Australian-based people who are likely to visit New Zealand either during or after their working holiday in Australia,” Angela says.
The campaign focuses on increasing leisure arrivals into key gateway cities, including Auckland, Wellington and Christchurch.
Digital-led approach
Running through March, the campaign uses influencer content and digital platforms such as TikTok and Meta to engage potential visitors.
It also highlights travel options from Australia’s eastern seaboard, targeting departures from New South Wales, Victoria and Queensland.
Supporting visitor growth
The campaign reflects a broader strategy to tap into short-haul international markets, particularly travellers already in Australia who can be converted into visitors with relatively low barriers to travel.
Working holiday makers are seen as a valuable segment due to their flexibility, longer travel windows and likelihood of regional dispersal.
