Bollywood Couple Fuels Campaign to Attract Indian Tourists to New Zealand

Boosting Tourism through Celebrity Influence

Recently, a campaign launched by Tourism New Zealand aims to highlight the nation as an appealing destination for Indian travelers. Featuring popular Bollywood actors, the campaign is designed to resonate with the Indian audience, drawing attention to New Zealand’s breathtaking landscapes and diverse experiences.

The #BeyondTheFilter Campaign

The #BeyondTheFilter initiative is structured as a cinematic mini-series that depicts various iconic sites across New Zealand. Starring actors Rajkummar Rao and Patralekhaa, the five-part series captures the beauty and adventures awaiting tourists in the South Pacific region. The campaign emphasizes genuine travel experiences over the often curated content seen on social media platforms.

A representative from Tourism New Zealand emphasized the importance of authentic travel, stating, “This mini-series caters to the rising Indian desire for unfiltered experiences that prioritize real connections and relaxation.” This aligns perfectly with the agency’s overarching goal: to rebrand New Zealand as a must-visit destination, especially during the less crowded autumn months.

Promoting Unique Experiences

The focus on showcasing the country’s natural wonders, wellness opportunities, and unique culinary offerings caters to a growing demographic looking for respite from their busy lives. The autumn season in New Zealand presents a perfect backdrop, with inviting temperatures and fewer tourists. This has been strategically designed to address the digital fatigue reported among potential visitors.

Collaborative Efforts with Trade Partners

To enhance the campaign’s reach, Tourism New Zealand has partnered with well-known travel operators, such as Thomas Cook. This collaboration aims to convert interest sparked by the mini-series into actual travel bookings, utilizing the growing enthusiasm in India for overseas travel. The initial launch garnered significant media attention, with extensive coverage and positive sentiment from audiences.

Statistics that Speak Volumes

As the fifth-largest source market for New Zealand, India has shown promising growth in tourist arrivals. In the year ending May, there were approximately 81,400 visitors from India, reflecting a remarkable recovery of 122% compared to the pre-pandemic figures of 2019, despite a slight decrease from the previous year.

Indian tourists are known for their longer stays, averaging 17 days, and their propensity to explore four or more regions within New Zealand. This trend opens up a plethora of opportunities for tailored travel packages and experiences that resonate with this market segment.

Identifying Potential

Tourism New Zealand recognizes the potential of the Indian market, particularly in cities like Mumbai, New Delhi, and Bengaluru, where millions are actively considering travel to New Zealand. The agency aims to capitalize on the favorable alignment between Indian holiday seasons and New Zealand’s shoulder periods, creating unique opportunities for travel outside traditional peak times.

Celebrity Ambassadors in Travel Promotions

The choice of influencers for the campaign, such as Rajkummar Rao and Patralekhaa, is strategic, aimed at mobilizing a vast audience keen to experience real adventures. The agency’s decision to leverage trusted and appealing figures reflects an ongoing strategy to attract diverse demographics, particularly younger travelers.

Päätelmä

In summary, the campaign led by Bollywood stars seeks to redefine travel experiences for Indian tourists by presenting New Zealand as an inviting and authentic destination. This endeavor not only promotes New Zealand’s unique offerings but acknowledges the increasing demand for less commercialized and more enriching travel experiences.

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