Working smart internationally

Working with international trade can be challenging. In order to make the most of your time with international travel trade it’s important to understand the business protocol and practices of the market you are working in.

International business protocol

The following are some general guidelines on working internationally.

• Avoid discussing political issues.
• Offering business cards or food and drink with both hands is generally considered to be polite.
• Do not touch anyone’s head, as it is considered a sacred part of the body in some countries.
• Do not be overly aggressive promoting your business; many cultures do not favour such behaviour.
• Do not point your foot at anyone as this can be considered offensive.
• Travel trade are likely to be bi-lingual or tri-lingual, and speak good English. However, avoid colloquialisms and slang, and try and speak clearly - without ‘speaking down’.

Different countries have different protocols - there is a range of publications available which contain business etiquette advice, or try New Zealand Trade and Enterprise at www.nzte.govt.nz

When you are working with international travel trade you need to have a clear pricing structure and policy. In some countries it is acceptable to bargain to get a better price, so in this situation you shouldn’t give out your best rate first. This will allow you some room to negotiate.

International Marketing

Tourism New Zealand’s International Media Programme (IMP) targets international media to produce motivating, accurate and inspirational coverage of New Zealand as a quality tourism destination.

The IMP hosts and supports international media visitors to New Zealand, with the help of RTOs, tourism operators and the industry.

The IMP strategy targets high-quality media whose reports on New Zealand will reach the our target audience. Around 350 media are brought to this country each year.

The best way for you to get involved with the IMP is to keep in touch with your local RTO. The IMP works closely with RTOs to coordinate the media itineraries within each region.

The IMP needs interesting story angles to entice international media. Stories about special, unusual or invigorating tourism products work best. Try to think about what makes your product or your people stand out from the rest. What is the unique aspect?

The best media results are often generated by operators that inject their personality into their products.

The IMP is an extremely cost-effective way to promote your region - and in some cases your specific product. Any positive coverage contributes to spreading the message to more Interactive Travellers and can in some cases lead directly to increased business.

Tourism New Zealand’s international media team also manages a website specifically for international media interested in reporting on New Zealand as a destination. www.media.newzealand.com is used by media for research before and after trips, and also by media writing about New Zealand without actually visiting the country.

New material for the site can be submitted through your local RTO or to Tourism New Zealand directly through the website.

Explore New Zealand programme

Another option to promote your product to international media, and trade, is Tourism New Zealand’s Explore New Zealand programme.

This is a discounted travel scheme for overseas-based trade or media who we cannot support fully, but who we still would like to encourage to visit New Zealand and to undertake a wide range of options while they are here.

Operators offer discounted or free of charge products and services in a printed directory, which the accredited person can use while in New Zealand.

All media and trade are vetted by Tourism New Zealand’s offshore offices before they are given an Explore New Zealand pack.

The Explore New Zealand programme has a two-year lifespan, so if you become involved you need to be prepared to keep your offer open for the complete two years.

Registrations for Explore New Zealand are taken through through this website every two years, with the next edition scheduled for 2008.

Trade Website

Tourism New Zealand’s dedicated trade training website can help you publicise your tourism product to the offshore travel trade. A trade-specific database holds product descriptions and contact details, along with commission rates, retail prices, language capabilities and a range of other information to make it easier for trade to purchase products from offshore.

If you are ready to begin marketing internationally, you should list your product details on this trade database. You can do so by creating or expanding your listing on www.newzealand.com. Visit the registration site at www.register.nztb.co.nz

Going Offshore

Taking your product directly to international markets is an incredibly effective way of establishing relationships with travel buyers, and making sales. It is, however, an expensive option, and should definitely not be considered before your product is well established in New Zealand.

TRENZ (Tourism Rendezvous New Zealand)

Before you travel to an offshore trade show you should make a point of attending TRENZ, New Zealand’s inbound trade show. This show offers sellers the opportunity to meet a comprehensive range of tourism buyers from around the world.

In fact, tourism operators who want to conduct business directly with international buyers should plan to attend TRENZ for at least two or three years before committing to a trade show overseas. TRENZ experience will help to establish your product in the international marketplace and give you a strong base on which to grow your international visitor levels.

TRENZ is an annual event usually held in May or June, with New Zealand operator registration closing in the previous November. Visit www.trenz.co.nz for further information.

Offshore Sales Calls

Sales calls to i-SITE Visitor Centres, local tourism businesses and your RTO should be a regular part of your marketing plan.

International sales calls are an extension of this process. Before you plan your sales visit, consider the following:

• Match your product to the market opportunities.
• Local language material is hugely beneficial.
• Arranging your appointments pre-visit is a must.
• Ensure you are meeting with the most appropriate person who can make decisions.
• Contact Tourism New Zealand in-market and get their most up-to-date industry list.See our office list on this website.
• Study the distribution system in the market you are visiting.
• Be aware of brochure production specifications.
• Avoid visits during statutory holidays.
• Make sure your product fits the travel trade you plan to visit.
• Make an appointment to visit Tourism New Zealand’s in-market office during your trip.

During the visit:

• Allow enough travel time between appointments.
• Be familiar with their commission structure.
• Your product is important, but you should also promote New Zealand and your region; not all trade will have a clear idea of what is on offer.
• Don’t forget to talk to the frontline staff; most will not have been to New Zealand.
• Take up-to-date marketing materials.
• Be aware of language requirements.
• Giving small corporate gifts is a good way to finish appointments.

Remember:

• Have realistic expectations.
• Relationships are built over time.
• Be innovative.
• Work closely with inbound operators - before and after your visit.