| Tourism in New Zealand is changing its focus. | | | | You pursue culture at home and when you're away |
| Backpacking and bungy jumping are still popular but a | | | | on holiday. You appreciate both contemporary and |
| more affluent traveller is now visiting. And more | | | | historical cultural experiences. |
| often. | | | | - Be high users of technology. Interactive |
| Are you a member of this new profile? Are you an | | | | Travellers® have fully embraced computers, the |
| Interactive Traveller®? | | | | internet, digital cameras, pay TV and other forms of |
| Or do you cater to them? | | | | lifestyle information technology. |
| Who is an Interactive Traveller®? | | | | - Aim to be healthy. You are more likely to exercise |
| "Interactive Travellers® are regular international | | | | regularly and eat healthy foods. Some of you also |
| travellers who consume a wide range of tourism | | | | prefer organic foods. |
| products and services. They are travellers who seek | | | | - Entertain at home. You enjoy cooking and socialising |
| out new experiences that involve engagement and | | | | with friends at all times of the year. Travel is a likely |
| interaction, and they demonstrate respect for natural, | | | | topic of conversation. |
| social and cultural environments." | | | | - Have liberal attitudes. Interactive Travellers® |
| Tourism New Zealand | | | | have open minds. You're tolerant of beliefs that don't |
| Tourism New Zealand has made good use of the | | | | match your own, and you're prepared to listen to |
| information that you give when you fill in all those | | | | new ideas. |
| forms "for statistical purposes only". | | | | - Take risks. Challenging situations, both mental and |
| There is a new group of tourists coming to New | | | | physical, appeal. You enjoy the sense of |
| Zealand in increasing numbers. They come from a | | | | accomplishment that comes with doing something |
| range of countries around the world and are more | | | | you haven't done before. Yes, you can still |
| likely to fall into one of two age groups: 25-34 years | | | | bungy-jump should you wish. |
| of age or 50-64 years. | | | | - Have a high disposable income. Interactive |
| As a member of the younger group, you probably | | | | Travellers® have enough money to travel |
| haven't yet had children, while those of you in the | | | | regularly and purchase high-value travel experiences. |
| older age group are likely to be 'empty nesters' (your | | | | You're also willing to pay more for experiences that |
| children have left home) or travelling with teenagers | | | | are authentic or exclusive. |
| (who need their own space). | | | | - Enjoy fine cuisine and wine. Food and wine adds |
| Regardless of age, you are more likely to have | | | | essential flavour to travel, as far as the Interactive |
| discretionary income available to spend on travel. So | | | | Traveller® is concerned. You expect hospitality of |
| luxury travel is an obvious choice. | | | | an international standard, but you also want to try |
| Do you see yourself fitting in here? Regardless of | | | | authentic local delicacies and cooking styles. |
| age-group? | | | | - Have influence in your peer group. Most importantly, |
| In addition to these two more general aspects, as an | | | | you share travel stories, both at home and while |
| Interactive Traveller® you are more likely to: | | | | you're travelling. You follow word-of-mouth |
| - Read newspapers and magazines. You make a point | | | | recommendations from people you respect, and you |
| of staying informed, following business news, current | | | | are a dependable source, sharing your own travel |
| affairs and travel publications. | | | | experiences. |
| - Research travel destinations thoroughly. You like to | | | | Importantly, Tourism New Zealand determined that, |
| know about where you're going and what you can | | | | "while Interactive Travellers® enjoy these things, |
| do when you get there. You research destinations | | | | they are not primary motivations for travel to New |
| using the internet, guide books, word of mouth and | | | | Zealand." |
| travel agents. But you also like to leave room for | | | | So why visit? |
| spontaneity... | | | | Your key reason to visit New Zealand is to interact |
| - Go to the cinema, theatre, galleries and museums. | | | | with the landscape. Landscapes you can taste... |