Travel outbound market of India experienced unprecedented growth owing to significant changes in the economy as well as shifts in traveler attitudes. Recent surveys suggest that over 15 million Indians made international journeys in the first six months of the year 2024 alone, achieving a spectacular growth of 14% vis-à-vis the preceding years. The trajectory points to India becoming the world’s fifth-largest market for outbound travel in the year 2027, amounting to a humongous value of USD 89 billion.

Tourism New Zealand Respsonds through #BeyondTheFilter Campaign

Notably, we observe a significant trend among Indian travelers choosing to make multiple overseas trips each year. Such travelers, in growth of 32%, credit their frequency in traveling to their growing disposable incomes as well as an appetite for experiential and authentic global explorations rather than simple sightseeing.

Observing this emergent market, Tourism New Zealand recently introduced the new revolutionary #BeyondTheFilter campaign targeting Indian tourists in search of authenticity and richer cultural experience. The campaign stars popular real-life couple Rajkummar Rao and Patralekhaa, both known for their natural, down-earth personalities and natural on-screen presence.

The campaign intentionally moves on from highly polished travel photography, showcasing Aotearoa New Zealand through raw, sincere moments in lieu of a manicured social media viewpoint.

Behind the Scenes: Local Authenticity Through an Indigenous Eye

Tourism New Zealand partnered with Indian production house Walkabout Films, in creative leadership with Navzar Irani. Irani emphasized the aim behind the campaign, stating, “The brief was to break free from photo-perfect moments of travel and explore what travel feels like when not selfie-ready for likes or comments.” Captured after an exhaustive seven-day sojourn, the campaign celebrates raw, impromptu moments of connection that resonate in the modern-day traveler.

Digital Mastery: Online Emotional Storytelling

To be on digital, like YouTube and social media, as the main objective, the campaign takes advantage of the familiarity and accessibility of celebrity personalities in reaching out effectively to all types of audiences. As suggested by Gregg Wafelbakker, Regional Director, Asia, Tourism New Zealand, the campaign’s digital-first mindset is aligned with today’s consumer consumption behaviors in the media. The strategy ensures effective storytelling on an emotional basis, which will resonate on a very personal basis with potential visitors.

Shifting Travel Patterns: Experiential Travel Gaining Grounds

Long popular among Indian adventurers for action-based activities like rafting and bungee jumping, New Zealand today is witnessing a market transition toward further immersive, less rushed, experience-based explorations. Indian tourists are spending increased amounts of time interacting intimately with activity and local culture, showing a need for further cultural engagement.

It emphasizes a general global effort toward conscious travel, where tourists appreciate relationships both culturally and emotionally, benefiting visited areas in a positive way.

Recovery and Development: India as a Potential Market for New Zealand

India is quickly becoming New Zealand’s fastest growing and quickest recovering pandemic market. Total arrivals from India are now 22% ahead of pre-pandemic levels, making India the fifth largest market for New Zealand, ahead of several European markets.

This strong rebound highlights India’s significance in the world travel arena, and New Zealand is all too aware of the potential offered by this growth market.

Patterns in Bookings and Diverse Demographic Appeal

Close to 85% of Indian visitors to New Zealand continue to book through either traditional travel agencies or web-based companies like MakeMyTrip. Notably, traditional agencies are becoming much more active in the utilization of electronic media in keeping with today’s consumer expectations. Tourism New Zealand is actively involving these partners in an effort to co-construct content and itinerary ideas which most directly speak to Indian tourists.

Demographic diversity in Indian tourists ranging from families, honeymoon couples, individual tourists, and couples points to the wide appeal of New Zealand. With each category ranging from adventure lovers, couples for romance, and spas for wellness, the country is able to provide bespoke experiences.

Strategic Seasonality: Leveraging Your Tour

Interestingly, the tourist off-peak times within New Zealand (autumn and spring seasons) are also well aligned for peak times for tourists from India, i.e., April, May, and October. The seasonal match positively benefits tourists seeking less crowded tours alongside local businesses for stable all-year-round tourism.

Cultural Resonance and Sustainability in Tourism Projects

The Recognizing an international movement toward high-value, conscientious travel, New Zealand is straightforward in its emphasis on sustainable travel practices and higher levels of cultural understanding. Immersive travel that enables tourists to make a beneficial effect on visited communities was highlighted as a significant area by Gregg Wafelbakker. This facilitates higher levels of authenticity and deeper emotions in their journeys.

Looking ahead: Capitalising on India’s Travel Boom

As India’s outbound market is expected to boom in the years to come, New Zealand is committed to keeping and gaining market share. Ongoing investment and strategy aimed at capturing such growth, keeping New Zealand attractive to shifting Indian traveler demand, was emphasized by Gregg Wafelbakker. In short, while India’s travel dynamics keep altering at a frantic pace, international destinations, particularly New Zealand, refine their products to meet and exceed the expectations of this powerful market. With authentic, heart-moving travel experiences, upgraded electronic communication, and sensitively conscious campaigns, India’s rising craving for travel is bound to pay rich dividends to New Zealand.