PEAKLIFE

By Neha Mehrotra

Everywhere you look in New Zealand, the stunning natural beauty, picture-perfect backdrop filled with greenery and crystal-clear waters, and unique outdoor activities will charm you. Geographically, the country is divided into two islands with distinct characteristics: the North Island is full of beaches and is home to the main cities, and the South Island is an alpine wonderland, defined by majestic mountain landscapes, rugged coasts, and world-class ski slopes. There has been a lot of development over the past few years, and travellers have more places to eat, stay, and play than ever before.

New Zealand has witnessed a notable surge in Indian tourism over the past two decades, driven by exposure to the country’s allure through various mediums such as films, cricket, Bollywood productions, and its esteemed educational institutions. In an exclusive interview with PEAKLIFE, Gregg Wafelbakker, General Manager for Asia at Tourism New Zealand, highlights the nation’s dedication to meeting the specific needs and preferences of Indian travellers.

1. How important is the Indian market for New Zealand?

Gregg Wafelbakker: India holds significant importance as a market for New Zealand, showcasing robust signs of recovery over the past year. For year-end January 2024, 86,000 Indian visitors arrived in New Zealand, with 27% growth over the same period in 2019. Visitors from India are highly valuable as they tend to travel in New Zealand’s off-peak seasons, autumn and spring, and to a range of regions, staying an average of 13 days and interacting with local communities and cultures. Our consumer research shows that there is a large potential audience pool in India actively considering New Zealand as a holiday destination (17.7 million people/ active considerers). With strong levels of appeal for New Zealand and a high number of people with New Zealand at the top of their holiday wish lists, India is an attractive opportunity for Tourism New Zealand.

2. What are some of the unique attractions that have proven to be particularly appealing to Indian tourists?

Gregg Wafelbakker: Indian travellers have proved to be a diverse bunch, showing interest in a wide variety of activities in New Zealand. Regions like Northland, Auckland, Rotorua, Hamilton-Waikato, Queenstown, Wānaka, Fiordland and Canterbury resonate with them. Activities centred around adventure, wildlife, scenic flights and cruises, forest walks, cycling and walking trails, stargazing, immersive cultural interactions, and food and wine have been of interest.

3. Could you share some insights or initiatives to enhance the overall experience for Indian travellers?

Gregg Wafelbakker: With high appeal and preference for New Zealand among our audience in India, our focus will be to drive off-peak visitation into New Zealand. New Zealand’s off-peak seasons provide a great experience for visitors with fewer crowds, mild weather and unique activities.

Our consumer research suggests that Indian travellers are interested in covering a wide range of experiences on a holiday, and New Zealand delivers well in this space. We also know that addressing knowledge gaps like the best time to visit and ease of travel will help our travellers choose New Zealand. Through our initiatives in the market, we dial up these attributes through advocacy and media partnerships to drive through and familiarise New Zealand as a holiday destination. Our travel trade partners in India are our advocates and are crucial to our success in market. We continue to build strong relationships across the tourism industry through trade education and trade partnerships, with the aim of converting demand into arrivals in New Zealand.

4. What steps are you taking to make New Zealand a sustainable destination?

Gregg Wafelbakker: Tourism New Zealand and the tourism sector in New Zealand are committed to embracing a regenerative model that seeks to give back more to the country and its residents than it consumes. In response to the growing recognition of the significance of sustainable practices, the New Zealand government has implemented various measures to ensure that the tourism industry consistently assesses its impact on the environment, local communities, and inhabitants. These endeavours are aimed at aligning the tourism system with New Zealand’s sustainability and climate change goals, thereby positioning it for long-term prosperity.

Leading tourism operators, such as Shotover Jet in Queenstown and the Whaka e-bike trail in Rotorua, are pioneering transformative and regenerative travel experiences throughout New Zealand. Through their environmentally conscious services and philanthropic initiatives, they are setting exemplary standards. We place emphasis on highlighting sustainable and eco-conscious accommodation options like Sudima Kaikoura, Movenpick Auckland, and The Rees Hotel in Queenstown, which are committed to achieving carbon neutrality. The sector actively participates in numerous initiatives, including commitments to achieving carbon neutrality, the development of carbon-neutral travel plans, and the promotion of sustainable travel experiences.

5. Lastly, what’s next?

Gregg Wafelbakker: As we work through our strategic intentions for the next four years, our focus areas would be to build extraordinary desire for New Zealand as a year-round destination, convert that desire into off-peak visitation, and accelerate the tourism sector into becoming a world leader in sustainability. India is incredibly important for us, and we will continue to work with our stakeholders and the industry to deliver a seamless experience for our visitors.