Relatively small, in a remote corner of the world, New Zealand still manages to exert a major pull on airlines and tourists alike.
Not surprisingly, allowing the unassuming to thrive seems to be a trademark of the country. Tucked away in the Wellington suburb of Miramar, for example, are the movie production facilities that developed The Lord of the Rings and The Hobbit movie trilogies.
The success of these blockbusters has helped grow New Zealand’s screen industry to support almost 3,000 associated businesses with important hubs in Auckland and the Queenstown/Otago region, as well as Wellington.
Tourists are flocking to the country on the back of this movie success, especially eager to see the Hobbiton movie set in Matamata, on New Zealand’s North Island.
The colder South Island has strong appeal too. Christchurch International Airport, the main gateway to New Zealand’s South Island is another example of a small business punching well above its weight.
“Being a somewhat small airport, in a remote corner of the world, we need to be innovative in capturing the attention of potential visitors (and airlines to carry them) to entice them to visit our place,” accepts Matthew Findlay, general manager, airlines and alliances at Christchurch International Airport.
“This involves – depending on the market – sometimes quirky and often clever ways to tell our story. Being original in presenting our compelling reasons to add capacity and to grow markets, will be where we stand out from our global competitors.”
Christchurch International Airport is marketing itself in conjunction with several different agencies depending on the need of each existing or potential new airline entrant.
Be it beautiful scenery, an adrenalin fix, relaxation or simply visiting one of the many movie sets in person, New Zealand has plenty to offer.