Fourteen million people are proving tourism is deep in the
Tourism New Zealand's website newzealand.com had 14 million
visits in the 12 months to June 30, a 30% increase on the
previous 12-month period, senior digital specialist Kimberly
She was in Dunedin this week for digital tourism sessions
aimed at helping tour operators grow their online presence.
Miss Jensen, of Auckland, said digital development was at the
forefront of Tourism New Zealand (TNZ) marketing, and the
organisation's funding for it was increasing each year.
TNZ had its own website as well as pages on various social
networking sites, mobile phone applications and content on
In response to the ''ridiculously large'' number of Chinese
internet users, it was also developing a website for New
Zealand tourism operators about better understanding the
Chinese market, she said.
The largest single group of people visiting newzealand.com
were Chinese (29%), followed by Americans and Australians.
Dunedin digital entrepreneur Derek Morrison, founder of Box
of Light (formerly Dunedin Light), also spoke at the seminar
about his own online success.
He developed the increasingly popular website and email
service out of a passion for surfing, photography and
Following a stint in Sydney, he was surprised by the
negativity about Dunedin despite its many positive
attributes, and wanted to do something which showed people
the best it had to offer.
''I wanted to change that perception.''
Mr Morrison launched Dunedin Light in September 2011 with a
weekly email report containing photographs of Dunedin beaches
and information about the surf.
Based on the Aquabumps website by Bondi surfer and
photographer Eugene Tan, it grew quickly and expanded to
Facebook, Twitter, Instagram, YouTube and Google+.
It has continued to evolve, with content from throughout
Otago being used to entice people to the region.
''I first wanted to put Dunedin back on the map so it's not
missed off people's itineraries, and we know Queenstown has a
really vibrant community of tourists, so we are trying to
talk to them and engage them with Dunedin content.''
Mr Morrison encouraged Dunedin tourism professionals to keep
up with changes in technology and be prepared to adapt as
digital marketing evolved.