Ann: GENERAL: AIA: AIAL Airport to receive fundin

• Release Date: 21/05/14 11:58
• Summary: GENERAL: AIA: AIAL Airport to receive funding for tourism project
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					AIA
21/05/2014 09:58
GENERAL

REL: 0958 HRS Auckland International Airport Limited

GENERAL: AIA: AIAL Airport to receive funding for tourism project

Media Release
21 May 2014

Auckland Airport to receive funding for food and wine tourism 'cluster'
project to drive Chinese tourism growth

The Ministry of Business Innovation and Employment (MBIE) announced today
that Auckland Airport is to be a recipient of the Tourism Growth Partnership
Fund for its retail and tourism 'cluster' project to accelerate high value
tourism growth out of China.

The purpose of the Tourism Growth Partnership Fund is to lift New Zealand's
export performance by investing in projects that will help the tourism sector
achieve greater commercial returns from high-value international visitors.

Jason Delamore, Auckland Airport's general manager of marketing and
communications, says the airport is delighted to receive a total of $1.11
million from the Tourism Growth Partnership Fund and adds that it will also
invest up to $1.75 million into the project itself over three years.

"Our project is focused on building sustainable air connectivity by growing
high value passenger numbers from China," says Mr Delamore.  "It will start
in the Guangdong region of China as it is the country's largest consumer
market with one of the highest per capita disposable incomes.  This, coupled
with the direct flight access between Auckland and Guangdong, means there is
an immediate and significant opportunity to increase the number of high-value
visitors that come to New Zealand from China.  As we learn about what
techniques are most effective we can extend our reach into other regions of
China."

"The cluster project aims to capitalise on this opportunity by promoting to
Guangdong residents the high-end holiday activities that New Zealand has to
offer, with a focus on our premium position in food and wine production."

"Research has indicated that local food and wine offerings are one of the
most important triggers for Chinese travellers, however a clear perception
gap exists for Chinese visitors around New Zealand's ability to provide this.
 For example, only 47 per cent of Chinese travellers dined out during their
time in New Zealand while another 40 per cent would have liked to, but
didn't."

"Our cluster project will aim to bridge this gap and take advantage of the
untapped potential that clearly exists in the food and wine experiences that
New Zealand is providing for Chinese visitors. It will also have an emphasis
on improving seasonal passenger flows which will benefit a wide variety of
businesses throughout New Zealand, as well as helping to deliver on the
Tourism Industry Association's Tourism 2025 ambition to address seasonality."

"One of the key actions that Auckland Airport will implement as part of the
project is the development in Guangdong of a stronger in-market sales
presence for New Zealand tourism offerings. This will include people
on-the-ground in Guangdong to facilitate New Zealand travel options for high
net worth individuals. It will also involve proactively building a database
of interested Chinese travellers in order to provide a sustainable marketing
opportunity for the New Zealand tourism industry."

"As well as this, the project will have an emphasis on enabling a cluster
approach by bringing together New Zealand tourism operators, travel sellers
and New Zealand product retailers in Guangdong.  This will be done through
the development of a website that will promote, and provide the opportunity
for people to buy, premium New Zealand products in China.  All of these
initiatives will have a focus on targeting high-value and independent Chinese
travellers who provide the highest value opportunity for the New Zealand
tourism industry and economy."

"We are already experiencing very impressive growth from the Chinese market.
Total Chinese visitor arrivals for the 12 months to March 2014 were up 14 per
cent when compared to the same period the year before," says Mr Delamore.
"We believe our cluster project will continue to build on this growth and
help us to reach toward our Ambition 2025 aspiration of over 890,000 Chinese
visitor arrivals by 2025, as well as our goal to become the number one
gateway and destination in Australasia for Chinese holiday arrivals."

ends

For further information, please contact:
Katie Moore
+64 9 255 9061
+64 27 473 1989
End CA:00250699 For:AIA    Type:GENERAL    Time:2014-05-21 09:58:24