| Journal: TWUK | Section: |
| Title: | Issue Date: 04/09/00 |
| Author: | Page Number: 39 |
| Copyright: Other |
Do the wacky races to find your natural high
Growing demand for adrenaline sports
Jet boating: takes visitors through water, close to rock faces, at high speedActivities by Matt Bond
Abercrombie and Kent’s 14-night Active New Zealand tour starts at £3,500. It offers several activities ranging from white-knuckle jet boating to more sedate kayaking. Below is a review of three popular activities included:Recent figures from the New Zealand Tourist Office suggest that the promise of an adrenaline fuelled holiday is attracting a growing number of UK thrill-seekers to the country.
UK arrivals have increased 13% since July last year from 162,555 to 183,478 and for the first time the number visiting the country for a holiday has now overtaken the traditional visiting friends and relatives (VFR) market.
The New Zealand Tourist Office believes that every one of these arrivals will take part in some form of activity while on holiday, making adventure tourism a key target market in its promotional efforts.
Operating under the successful 100% Pure banner, the new brand – 100% Adrenaline – has been adopted and will begin to feature in New Zealand marketing over the next three years.
It is part of a wide reaching campaign by the tourist office to re-position the country as a destination offering more than just coach tours for middle-aged couples, and will be joined by three other brands – 100% Warmth and Hospitality, 100% Escapism and Freedom and 100% Indulgence.
New Zealand tourist office marketing manager Rachel Piggott said: “New Zealand has been seen as clean and boring but over the next three years we want to offer it as a more balanced destination.”
At present the 100% Adrenaline brand is only being used internally in the UK although it is hoped that it and the other brands will feature more in UK advertising in future.
High demand: most tourists will take part in activities