NZ is in the midst of a tourist 'recession' like a great many other places in the world. Going against the trend is a difficult task when:
1. Your dollar is relatively strong because of high commodity prices
2. Your country is relatively isolated
3. Your economy is so small; that no one knows you
Basically, if you ask an Asian who hasn't had some reason for going to NZ, what and where is NZ, they will not know little about the country. There is just nothing to get NZ press coverage. Asia is US-centric, if not partially British-EU interested, its hard to get on the radar. Even Australia struggles in this respect, but Australia has a bigger immigration program with Asia, and its prosperity is well-understood.
So back to NZ. Given the context, Air Zealand is focusing its attention on the Australian market. Good strategy. First off the bat, I must say that Air NZ is an excellent airline. I don't bother flying them for trans-Pacific flights because of their higher price, but I might fly with them if I was taking a long-haul flight. There is a big difference in service between them and the discount Australian/Singaporean/Malaysian airlines. i.e. Jetstar, Pacific Blue, Tiger Airways. Having said that, Scoot is impressive at its current entry prices...though its at a marketing stage, so get those discount prices whilst they last, as they will double eventually.
NZ is currently attacking criticism of NZ head-on with its current campaign 'Kiwi Sceptics'. You have to question such a campaign because it actually gives credence to the view that NZ is a boring uncultured place to holiday. They actually make the point themselves - as a criticism they are intent on changing. The question is: Is this the way to turn around such an argument?
Because Air NZ is positing that a 'thumbs up' for NZ from five recognised Australians is going to countenance the generalised view of thousands that NZ is the 'arse end of the world'; that it lacks culture. If you were going to change perceptions, would you launch that type of campaign? I wouldn't. First thing I would do is actually make a substantive change. NZ (or Air NZ) has not done that, so what is going to make a difference. Oh, the change is to blame the customer. That's right Australia. You're not going to NZ because you are ignorant hicks. That's the way to sell tourism in NZ. It is no secret that NZ Tourism has come under a lot of criticism. These government agencies are often criticised for their advertising campaigns; sometimes which fall flat on their feet, i.e. NZ Pure is a celebrated example; Australia's 'Where the Hell Are You' was a brush fire that ran out of control.
The problem as I see it is that NZ is a great place to visit for a holiday; the problem is that its problematic when you attempt to live there. Why? Well, unless you live on the cold South Island or Millionairesville in Auckland, then you are going to experience crime or a lack of culture, if not both. This does not stop Air NZ from flying high-profile people over to NZ and cherry-picking the best spots. Yes, if you have thousands of dollars for a tour package or a great deal of NZ knowledge, then you can have a great holiday experience. But the negativity arising from NZ I suggest comes from the people who are living there; not the high-end tourists who stay for a week, who don't see any lack of depth to the market, because they don't spend enough time there. NZ seriously lacks demand, it has huge social problems, and a government lacking skills to deal with them. i.e. economic rationalists or repressed Conservatives.
NZ has culture; it just does not have the depth of culture and population to make the place a dynamic cultural market. Its akin to looking for needles in a haystack. Yep, you get excited when you find the diamond, but you lament the futile search in between.
My solution is to change the government; for government to change, then placing a sign at Auckland and Christchurch saying "Under new management". Other than that, maybe you just accept you only had a 1-2 week fly-n-drive in you....and move to Australia yourself. No shame in that! All it takes in an apology.
My solution is to change the government; for government to change, then placing a sign at Auckland and Christchurch saying "Under new management". Other than that, maybe you just accept you only had a 1-2 week fly-n-drive in you....and move to Australia yourself. No shame in that! All it takes in an apology.
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