‘Australia and New Zealand should jointly market themselves’

The idea of Australia and New Zealand  jointly marketing themselves is supported by a sizeable minority of the travel industry, a survey of executives suggests.  

The survey by Roy Morgan Research, funded by next month’s Tourism Futures conference, asked delegates which marketing initiatives they would support.

The proposal to market cooperatively with New Zealand saw agreement from 34% of the 234 respondents.

Tourism Futures convenor Tony Charters  said: “Australia and New Zealand are complementary destinations rather than competitive destinations. Australia can’ t do glaciers and Fjord-lands, New Zealand can’t do deserts and outback experiences.”

Meanwhile, 50% of respondents strongly agreed or somewhat agreed with the assertion that government-funded advertising should give more priority to attracting international visitors.

The rise of social media in tourism marketing was also underlined by the survey, with 44% already using Facebook, followed by LinkedIn (25%) and MySpace (12%).

Not all brands support the working-together strategy though. Snow Australia has launched a cinema ad knocking New Zealand:


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