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The International Market
Entering the international market creates additional growth opportunities for your tourism business but you need to carefully consider whether your business is ready for overseas visitors and whether you are prepared to work with the international product distribution system.
Hawke's Bay Incorporated markets export-ready tourism businesses through the Hawke's Bay segment of the Great New Zealand Touring Route Directory. The directory is distributed to Inbound Tour Operators and internationally based wholesalers and is valid for 12 months.
Use this checklist to see if you are ready for the international market
- You have set your prices for the next 12-18 months
- You understand net rates and commision structures
- You deliver a consistently high standard of quality and service
- You have identified your key markets
- You understand the international distribution system and trade requirements
To find out more, read the product tools below and email Angela Johnson International Marketing Executive, who can discuss these requirements in more depth.
Product Marketing Tools
This series of flyers will help assist your business with international marketing. Courtesy Tourism New Zealand
The Interactive Traveller
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Related Links
Marketing Terms
The Interactive Traveller
Find out why New Zealand has a target market and who they are.
Inbound Tour Operator (IBO's) IBO's are based in New Zealand and are responsible for booking the ground arrangements on behalf of travel wholesalers who are based overseas.
TIP
Implement a call-cycle to meet the IBO's. This will allow you to build relationships with them and to keep the IBO's informed of your product.
Familiarisations (famils)
A significant part of Hawke's Bay Incoporated's work load is managing famils to the region. This requires creating an itinerary and then hosting individuals or groups from the travel trade or travel media. The intineraries are designed around their specifications or those of Tourism New Zealand.
Trade Shows
Trade shows are great ways in which to market your product to international buyers and media. Tourism New Zealand organises a number of trade shows around the globe, while in New Zealand TRENZ is the annual trade show for tourism operators working in the international market place.
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