Major market with potential for some further growth. Consistently the largest share and has been growing steadily. Recommend 3-pronged strategic approach in New Zealand: 1. Maintain current level of visitor arrivals with continued presence in the market 2. Increase tourism word-of-mouth message through more engagement with Samoa - NZ community 3. Focus growth on differentiating with niche market segment opportunities.

Segment Opportunities

Direct air access from the key Auckland gateway on Air New Zealand and Virgin Samoa. On average there are 12-14 flights per week between the the airlines with Air New Zealand operating a combination of wide and narrow bodies.


The New Zealand distribution system continues to evolve as online bookings for short haul travel grow. Traditional distributors are increasing their online capabilities. Leisure bookings tend to be driven by low airfares and short/sharp sales.