A map of New Zealand, a four-and-a-half minute video, photos, a fake fern tattoo (a national symbol) and a set of fact cards with snippets of country information are contained in the pack, which is destined for the suitcases of New Zealanders traveling to foreign shores. It is the brainwave of Tourism New Zealand under Chief Executive George Hickton, who hopes that it will enable New Zealanders to “act as ambassadors” for their country by spreading the word and possibly encouraging foreign visitors to the land of the Long White Cloud.
New Zealand has long been the destination of choice for holiday makers worldwide seeking to get away from it all. An abundance of fresh air, beautiful countryside, friendly people and a spirit of adventure helped to attract an impressive 1.7 million tourists to the country in the year 2000. Tourism is the country’s largest foreign exchange earner and its benefits are widespread: 120,000 of New Zealand’s 3.8 million people depend on business generated by foreign visitors. Hickton would like to ensure it stays that way and, although not designed as a marketing tool, The Presentation Pack will most certainly help.
But there’s a catch. A Pack will set the traveler back NZ$30.00 (about US$14 ), pricey even for the most patriotic New Zealander. Hickton, however, is confident that people are “quite comfortable” with the cost and that “most are glad they can get hold of it,” especially students on international exchange programs and offshore sales agents from New Zealand companies who have purchased the packs to prepare them to talk about their country to foreign hosts.
Only 25 Presentation Packs have been sold so far, but Tourism New Zealand says that “word of mouth” will promote future sales. It is available in New Zealand and, although not on international shop shelves, postage abroad can be arranged.
Perhaps the latter option could be used to lure home the ever-growing numbers of New Zealand nationals now living permanently on foreign shores. It seems that while visitors the world over flock to New Zealand, the country is having a hard time convincing its own people to stay put. The last two years have seen a net outflow of population of approximately 9,500 people and talk of a “brain drain” has recently infiltrated the media. Despite this, Hickton believes that “Kiwis” living abroad have little use for a Presentation Pack because “they get homesick when they see their country on TV,” and besides, “most of them come back eventually.”
Hickton has a vision for New Zealand tourism: “The ultimate destination and the world knows it.” The Presentation Pack may well transform his vision into a reality.
