VisitBritain has big plans for the Kiwi market, which is one of the fastest growing for the destination, says recently-appointed country manager Australia and New Zealand Kristen Angus.
The NTO is focused on growing Kiwi’s UK dispersal, rather than just increasing arrival numbers. Angus says it is forecasting 275,000 Kiwi visitors will travel to Britain this year—a 46% increase in visits compared to 2019. And, she adds, these visitors are expected to spend GBP361 million, an 111% increase in spend over 2019 levels, with this set to rise to GBP446 million by 2030.
. . . Dispersal
Kiwis spend nearly twice as much and stay almost twice as long as the average global visitor, says Angus who also wants to work with the trade to get Kiwis travelling further in the UK. “One of the key priorities at VisitBritain is to promote travel beyond the typical ‘honeypot’ destinations,” she says. “Many Kiwis are already repeat visitors to the UK, so we want to inspire them to explore beyond the well-known spots and experience the breadth of Britain across the shoulder and off-peak seasons to support a more sustainable visitor economy for the UK.” To achieve this, Angus says the NTO is committed to working closely with its dedicated New Zealand trade partners. New destination training is planned including webinars and regular trade newsletters, along with a roadshow and famil opportunities.
. . . Inspiration
VisitBritain also has a new industry website HERE, which Angus says has road trip and rail journey ideas that showcase the diversity of the UK’s regions, such as Edinburgh. Plus agents can find bookable experiences all over England, Scotland, and Wales including the BritRail Pass, with a trade discount so agents can earn commission at the VisitBritain Shop HERE.
Agents can sign up for a trade newsletter HERE.
