Why Invest at Terrace Downs

New Zealand heads a poll of the world’s top travel destinations for the second year in a row.   In its annual staff poll, Lonely Planet, the largest independent publisher of travel books in the world with 650 guidebooks in 14 languages, named spectacular scenery and a huge dollop of free advertising courtesy of Peter Jackon’s Lord of the Rings trilogy as factors in New Zealand’s top “hot spot” tourist rating.   Lonely Planet global travel editor Don George said it was “pretty extraordinary” for one country to top the list twice in a row.   He put the double down to a “perfect storm of spectacular pristine scenery, hospitable citizenry, compelling culture, perceived geo-political safety and free global big screen advertising – courtesy of the 11 Oscars record- equalling Lord of the Rings”.   New Zealand would experience another tourism boom as a result, Mr George predicted.   “When Lonely Planet says this is a hot destination, a lot of people pay attention”.   About 100 Lonely Planet staff in four offices worldwide voted in the poll.   One cited New Zealand’s strong sense of culture, its relaxed attitude and its nuclear-free status as factors in the

country’s desirability as a travel destination.   Others said the “great New Zealand flick” Whale Rider would entice visitors to the East Coast region, where highlights included watching rugby at Ruatoria, catching crayfish for dinner and staying on a marae.   Tourism New Zealand chief executive George Hickton said the accolade was excellent news because people were making increasing use of guide books.  Other top tourist destinations in the Lonely Planet poll were Australia, Peru, Croatia and Thailand.   South America was voted the hottest region.   Last year’s top five “hot spots” were New Zealand, Cambodia, China, Turkey and Cuba.   Meanwhile, a record number of overseas visitors came to New Zealand last December.   The 297,300 short term overseas visitor arrivals, up 31,600 or 12 per cent on December 2002, was the highest ever monthly figure, says Statistics New Zealand.     NZ Herald 5th February 2004

 TOURISM LOOKS SET TO OUTSTRIP DAIRY

Spending by overseas visitors is set to overtake dairy as New Zealand’s biggest foreign exchange earner.
Provisional figures showing tourism earning $6.1 billion of foreign exchange compared with dairy’s $5.92 billion in 2003 comes as the country glows under the scrutiny of unprecedented praise in foreign media.
Since 1999, spending by visitors has grown a phenomenal 75% and tourism bosses expect that growth to continue during the next four years - potentially reaching $10.7 billion by 2007.
If it reaches this mark, the industry will far outstrip dairy, which is forecast to sell two billion tonnes of milk products worth about $7.5 billion by 2007/08.
Tourism Board chief executive George Hickton said the continuing benefits from the Lord of the Rings movies and the unprecedented coverage gave him confidence the present growth would continue.
During the past six months, major features about New Zealand have appeared in nearly 20 overseas magazines and newspapers, including Time magazine, the New Yorker, Conde Nast Traveler, Conde Nast’s Travel & Leisure, the Los Angeles Times, UK’s In Style, the Sunday Telegraph, Sunday Times Travel, Elle Hong Kong, Australian titles Luxury Travel, Gourmet Traveller, Divine Food & Wine, Vacations & Travel and a host of other Asian magazines.
“In terms of coverage in international papers, it’s far greater than what we would normally get," Mr Hickton said. “It has been extraordinary."
Of course, a lot of the growth in visitors, expenditure and media coverage is attributable to the phenomenal success of The Lord of the Rings trilogy: “We would quite like The Lord of the Rings IV."
That international interest has had consequences in tourism directly connected to The Lord of the Rings sites and the coverage of New Zealand by overseas media, as well as raising awareness of this country as a destination.
Most of the recent writing by foreign journalists makes at least passing mention of the movie, while others directly pertain to the multi-billion dollar franchise directed by Peter Jackson.
Mr Hickton said the flow-on effect from the three movies was comparable to that experienced by Australia in the wake of the Crocodile Dundee movies.
The release of Return of the King and subsequent special DVD extended editions meant the growth in both visitor spending and tourist numbers was set to continue, he said.
Since 1999, numbers have grown about 30% to two million visitors a year and in the next four years, Mr Hickton expected New Zealand to reach the 2.6 million mark: “This coming season will be another record."
Helping the trend was the change in the type of coverage New Zealand was receiving: "[In the past] it was seen as a beautiful country, pastoral but quiet."
But Mr Hickton said the coverage was now more focused on the lifestyle, the sophisticated pleasures available, New Zealand produce, wine and restaurants.
The change was vital in keeping this country as a possible destination in tourist minds for longer, he said.
New Zealand’s ascension in the desirable destination stakes also came at a time of relative stagnant growth in the global tourism market in the wake of September 11, Afghanistan, Bali and Iraq.
Now New Zealand is the tenth most popular destination for Americans and with continuing promotion as the “home of Middle-earth” there is the possibility of further improvement.
The board spends $55 million on marketing New Zealand, and since 1999 has used a global campaign based around the "100% Pure” concept. Before 1999, different marketing techniques were used in different countries, he said.
The Lord of the Rings had provided coverage “beyond what our budget could achieve” and the board would continue to leverage promotion from it during the next few years.