These days I am working on preparing a course on Digital Tourism Marketing that I will teach for the Lithuanian government on behalf of the UNWTO (World Tourism Organization). Going through bibliography and looking for practical examples on how to apply modern marketing (customer-oriented and well-segmented) to a tourist destination, I came across New Zealand's strategy and reviewing its new tourism promotion website, I saw that it is textbook and can serve as a super good example of how a tourist website should be.
The promotion website is this one: www.newzealand.com Here we see customer orientation, dividing users into 4 large groups. For the example, we will click on “holidays” and thus enter the tourist section. Once inside, we can see the tourist resources inventoried, in the first tab, and the activities that can be carried out in them in the second tab. It is an excellent way to focus the content from two different points of view. To continue with the good examples, we will click on “fly fishing” in the activities and we will go fishing in New Zealand. On the page dedicated to fishing, they follow to the letter the framework of the “Customer journey” that we recommend in the UNWTO classes: they have information to make you dream, to help you plan the trip, to help you in the contracting of tourist products, so that you have a good experience and so that you can share it with others. It is excellent. A textbook website for “promoting tourist destinations”.
The website with the strategy is this other one: www.tourismnewzealand.com/markets-statsHere we find an exact x-ray of tourism in New Zealand by issuing countries, types of tourism, and all kinds of statistics. In the area dedicated to research, they have very interesting infographics for each issuing market, very well created and in which they explain the strategy to attract each of the selected segments. A good example of creating segments and creating a tourism product for each segment.
Overall, this is a super good practice that perfectly illustrates how to create a strategy, how to diversify the offer and how to then apply all this to the creation of a tourism promotion website. I will definitely use it to help Lithuanians not depend on the Russian outbound market.
I hope it is useful to you too.
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3 responses
I find it very interesting and I will stop by to see destinations.
A very interesting website, greetings.
A very interesting website, although it must be said that they should optimize the loading times. Surely if they organized the images and graphics in a sprite sheet it would improve the theme a lot. Greetings.