A guide for tourism operators
Inbound tourism is also known as export tourism because although visitors enjoy their travel experience within New Zealand, they pay for it with foreign currency. Inbound tourism covers all international visitor traffic entering a country.
Unless you have a presence in every country you want to target, you will struggle to maximise sales of your tourism product to overseas buyers planning their own, or clients’, travel to New Zealand.
This is where the travel trade distribution system comes in. The travel trade is the collective term for the network of inbound tour operators, wholesalers, retailers and online travel agents that can help take your business to the world. Utilising this network is known as trade marketing and is a key activity of the Destination team for Northland Inc.
Sarah Archer, Trade Marketing Manager
Northland Inc can also offer support to tourism businesses interested in working with international travel trade. We work closely with Tourism New Zealand, and are a member of Tourism Export Council, Tourism Industry Aotearoa, New Zealand Cruise Association and Regional Tourism Organisations New Zealand. Part of our role is to work with New Zealand tourism businesses to help develop and promote products internationally.
We can help with:
In Northland, we follow the general direction of Tourism New Zealand in terms of the overseas markets we target. Australia, China, United Kingdom, United States, Germany, Canada, Japan and India, South Korea, and South East Asia are the core markets that Tourism New Zealand undertakes activity in. There are Tourism New Zealand offices or representatives in most of these markets.
Based on visitor spend data, the following are the most important international markets for Northland are:
• Australia
• United States
• United Kingdom
• Germany
• Rest of Europe
• India
Canada, China, and the rest of Asia also contribute notable spend to the region.
You can find out more about how of these markets work and what their visitors look for when they travel, on the Tourism New Zealand website.
Working with the travel trade helps you reach international visitors through trusted travel distributors who sell your product offshore on a commission basis. They provide valuable market insights and access to global networks you couldn’t reach alone.
The system includes:
Inbound Tour Operators (ITOs): NZ-based companies that package and sell local experiences to overseas agents and wholesalers.
Wholesalers: Overseas businesses that create and promote holiday packages through travel agents or directly to consumers.
Retail Travel Agents: Sell travel products directly to consumers in their own countries, often as part of large agency networks.
Online Travel Agents (OTAs): Websites where consumers book directly, offering reach but limited product promotion.
Travel distributors usually work on a commission basis, so it’s important to factor this into your pricing as a cost of sales rather than an extra expense. Your pricing should be consistent, accurate, and competitive, taking into account all costs, commissions, and your profit margin.
Set prices based on competitor rates, what your target market will pay, fixed and variable costs (like credit card fees), seasonality, and distribution costs.
Each level in the travel trade — inbound operators, wholesalers, online and retail agents — earns a different commission, generally ranging from 5–30%.
If you sell through the travel distribution system, ensure your rates clearly distinguish between net and gross (retail) and always protect your pricing structure. Visitors should see the same gross rate regardless of where they book. While reducing distribution layers might seem to save on commission, it can also limit your international reach.
Before you can work effectively with international travel trade partners, it’s important to have the right systems and practices in place. Use this checklist to assess your readiness:
Tourism New Zealand and us here at Northland Inc have online listing options to help you reach the Travel Trade sector.
The is a valuable resource for travel sellers, offering education tools, suggested itineraries, resources to help them sell New Zealand, and news, events, and updates. Trade-ready operators can list on this website through the Tourism New Zealand Operator Database.
This is a comprehensive directory of trade-ready and/or conference and event suitable products in Northland. If you're interested in receiving a copy of the Marketing Prospectus with prices and options, contact us.
Familiarisation visits, or “famils,” are free or low-cost trips that let international travel sellers experience a region or product first-hand. When agents know your offering personally, they can sell it more effectively and share valuable feedback to help you refine your product.
Tourism New Zealand and Northland Inc organise famil groups, and you may also be approached directly by wholesalers or inbound tour operators — contact us if you’re unsure of their authenticity. Most famils require your product to be provided free of charge, so this should be factored into your marketing budget. Tourism New Zealand only works directly with Northland Inc in organising their famils. Qualmark-accredited businesses are prioritised for inclusion in Tourism New Zealand famil programmes. There are only rare circumstances when accommodation or attractions that are not Qualmark accredited may be included.
If you’d like to host a famil, let us know. We may visit your business to understand what you offer and match you with opportunities.
Tips for hosts:
Explore is an industry discount programme that allows approved travel sellers and their travel companion to curate their own Aotearoa New Zealand itinerary through discounts generously provided by participating Qualmark tourism businesses.
If you are a Qualmarked operator and would like more information about participating, you can Download the Guide for Tourism Operators (PDF)
Trade shows in New Zealand and overseas offer valuable opportunities to meet key industry contacts and build business relationships. They allow you to connect with many targeted clients in one place, often more cost-effectively than individual sales calls.
Building awareness takes time, so it’s best to attend the same event for several years to strengthen relationships and visibility. Many shows include pre-arranged appointments, so plan your presentation carefully to make a strong impression.
Before attending, consider your objectives, budget (including travel, stand setup and collateral), rates for upcoming seasons, language or translation needs, stand layout, and how you’ll follow up with contacts afterwards.
Northland Inc attends selected trade shows each year in key markets. To find out more or to leverage our participation, contact us.
Key trade show events for you to consider.
TRENZ is New Zealand’s premier tourism trade event, bringing together international travel buyers, media, and leading tourism operators to build relationships and negotiate future business. It’s managed by Tourism Industry Aotearoa (TIA) on behalf of the Tourism Industry New Zealand Trust, with support from Tourism New Zealand.
Tourism New Zealand conducts a range of trade industry events such as Kiwi Link (off-shore events aimed at training product managers), frontline training (aimed at training travel agents) and roadshows (focusing on specific opportunities). Participation in Tourism New Zealand events is usually limited to Qualmark licence holders.
The TECNZ Trade Event connects New Zealand travel product suppliers with the travel planners and product managers of inbound travel wholesalers and destination management companies.