This Content Is Only For Subscribers
It seems to be the industry’s new ‘buzz-phrase’: targeting the off-peak traveller.
But one part of the broader tourism industry says this is their bread-and-butter.
Business Events Industry Aotearoa CEO Lisa Hopkins says the industry has comfortably been working in the off-peak travel space for a long time.
“This is something that the business events sector has been doing for years,” she says.
“I’m really thrilled that we’re able to align so closely with this new strategy from Tourism New Zealand. It’s brilliant. It’s really talking to our sweet spot.”
Lisa says BEIA doesn’t have to deliberately target off-peak conferences and events, as it’s the “natural of the industry” to want to come to New Zealand in the off-peak and shoulder seasons.
“Our peak industry periods are March-June and again from August-November – right in the middle of the tourism’s peak season.”
She says it aligns with the nature of business events and works with them, rather than feeling as though business events are getting a ‘less desirable’ seasonal experience.
“We’re actually accommodating them. These are professional people – they’d rather be at home with their families over Christmas [part of our peak tourism season] and other holidays than at a conference. We’re trying to accommodate what their needs are.”
And hosting a conference or event in New Zealand in the off-peak season comes with other benefits.
“That’s when suppliers are likely more open and amenable to negotiation. It’s also a slightly quieter time so getting access and getting room blocks, things like that, is a little easier. There’s also the opportunity to take advantage of good fares.
“It really offers up a number of different advantages financially. But also, if you want to take advantage of any tourism activities, you’re not fighting the crowds as much.”
