A new campaign is being launched to encourage New Zealanders to check out their own backyard.
It has been prompted by a dive in domestic tourism, as more Kiwis choose to holiday abroad.
As a nation, Kiwis are increasingly less interested in seeing New Zealand – in the past year 10% fewer Kiwis explored home.
Latest government figures show the most iconic regions are missing out – Marlborough, Rotorua, Hawke’s Bay, the West Coast, Taupo and Queenstown are the biggest losers when it comes to attracting Kiwis.
Tourism New Zealand’s brief is only to attract overseas travellers. No one is responsible for promoting New Zealand to New Zealanders.
So the Automobile Association has taken up the mantel, listing the top attractions.
The AA’s new head of tourism, Peter Blackwell, has the credentials, previously working with mayor Rudolph Giuliani to rejuvenate New York’s image after September 11.
Blackwell says New Zealanders have big screen televisions but the only advertisements showing on them are for foreign destinations.
“We’re not actually telling people that New Zealand is exciting.”
Blackwell mission is to do just that, convincing New Zealanders it is never too late to discover our own backyard.
