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New Zealand prioritises mid east as `emerging tourism` market

Tourism New Zealand, the international marketing organisation for the `Land Of The Long White Cloud` has designated the…

Tourism New Zealand<.>, the international marketing organisation for the `Land Of The Long White Cloud` has designated the Middle East as an emerging tourism market and is looking to increase its share of the regional outbound travel market.

We recognise that this market has extremely good potential for New Zealand in the medium to long term, said Sarah Meikle, Manager Middle East, Tourism New Zealand.

The South Pacific country is to mount its third official participation at Arabian Travel Market 2002 – the Middle East`s premier travel and tourism trade show, which runs at the Airport Expo Dubai from May 7-10, and is looking to exploit the huge exposure the award-winning Lord Of The Rings movie has brought it.

A significant change this year will be that the Australian and New Zealand stand will be side-by-side within an international pavilion, explained Meikle. This is a great opportunity to educate people about dual-destination holiday options between the two countries.

The New Zealand stand will also be promoting the first of The Lord Of The Rings movie trilogy – The Fellowship Of The Ring – which was filmed entirely on location in New Zealand.

Kiwi director Peter Jackson created Middle Earth in New Zealand because of the variety of locations and the incredible landscape we have.

Meikle says outbound traffic to New Zealand from the Middle East is on the up and up.

We were at Arabian Travel Market last year and interest in `Destination New Zealand` was extremely good. Inbound tour operators on the stand have all since reported increased sales growth, she said.

This year we have some new operators on the stand, including the Christchurch and Canterbury region and Mount Tarawera Volcano Tours.

Tourism New Zealand believes the UAE and Saudi Arabia are potential outbound markets for the country. People in these countries are looking for new and exotic holiday destinations and New Zealand offers this, said Meikle.

During the show, daily prize draws will be staged on the New Zealand stand with winners taking away `New Zealand Black Cap` cricket jerseys.

New Zealand is one of 52 international destinations being officially marketed at Arabian Travel Market 2002, which has exhibitors from 54 countries.

Repeat bookings as in the case of New Zealand is the finest testament to the show`s genuine business generation ability, said Matt Thompson, Group Exhibition Director, Overseas Events, Reed Travel Exhibitions (RTE), which organises the show.

Other new to the show pavilions will represent Korea, South Africa and Mauritius. The expanded geographical exhibitor spread is one of the show`s key achievements this year.

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