Published on : Monday, December 16, 2013
Tourism New Zealand has released the results of its India market ‘Active Considerers’ survey carried out in June. This research gives Tourism New Zealand (TNZ) an understanding of the level of preference Active Considerers in India have for New Zealand as a holiday destination, and will help guide TNZ’s strategic activity to increase its share of growth in outbound travel from this emerging market.
Indian ‘Active Considerers’ are defined as those who already have New Zealand on their top five holiday destinations list. ‘Emerging markets’ are countries that have been identified by TNZ as having enormous opportunities for New Zealand in the longer-term, and include India, Latin America and Indonesia.
India has not been surveyed since 2010, and while the research was carried out India-wide, it was refined to include only New Delhi, Mumbai and Bangalore.
A full copy of the research is available for you to download and a summary of the results is below.
Indian Active Considers – key findings:
There are approximately 3.7 million Active Considerers (ACs) of New Zealand located in the India (Mumbai, New Delhi and Bangalore) market.
ACs are more likely to be over 25 years and in some kind of employment, compared to the general population.
59 per cent are aware of The Hobbit Trilogy, and of those, 76 per cent know it was filmed in New Zealand.
Two-thirds know the ICC Cricket World Cup is happening and that it will be held in New Zealand indicating this will be a key event to leverage for New Zealand.
When New Zealand is ranked as a preferred destination, 57 per cent put New Zealand in their top two.
Despite this, not knowing what there is to see and do here is the number one barrier to visiting New Zealand, and a lack of knowledge is also behind ACs not putting New Zealand in their top two of five preferred destinations to visit.
Indian ACs see New Zealand as strong on landscapes and scenery, but even then, association levels are far behind those seen in established markets.
Relative to competitors, New Zealand currently has one clear strength to leverage – outdoor and adventure activities – indicating there is a strong need to raise awareness of New Zealand’s core proposition in a positively differentiated way.
In particular, Switzerland and France are the destinations New Zealand is largely undifferentiated from – this suggests that Indian ACs view New Zealand’s offer as rather similar to these destinations.
Of ten specific activities, ACs say photography, viewing wildlife and snow sports are the main activities they would travel overseas for.
Of those that would travel for photography, 42 per cent say NZ would be their single most preferred destination.
Source:- Tourism New Zealand
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