STA Travel has forged a deal with New Zealand’s tourism authority to promote the country to youth travellers worldwide.

Worth a combined NZ$1.2 million annually, the multi-year partnership aims to target the long-haul youth travel sector in the UK, Continental Europe and North America.

The initiative includes co-operative marketing and trade engagement programmes with matched funding from both organisations.

They will collaborate to jointly promote youth tourism to New Zealand across marketing, online, trade and PR activity.

STA will launch its New Zealand social hub in each market, which will become the basis of inspiring youth travellers, as part of social media and tactical marketing campaigns.

STA staff will be trained on the country through workshops and fam trips.

Tourism New Zealand chief executive Kevin Bowler said: “This agreement will considerably strengthen the effectiveness and reach of our activity by providing Tourism New Zealand with access to STA’s marketing assets and wealth of experience in marketing to the youth sector.

“Because they specialise in affordable and flexible airfares, accommodation, travel packages and products, STA is a natural partner as we work to convert the youth sector’s interest in travelling to New Zealand into a ticket to come here and experience it first-hand.”

“However, to successfully engage with the sector goes beyond just providing affordable travel options as part of an integrated annual marketing plan.”

STA chief executive John Constable added: “The agreement formalises the strong relationship we have with Tourism New Zealand in these markets.

“We look forward to increasing the work we have underway to promote New Zealand to the youth traveller across our marketing activity as well as increasing our knowledge to enable us to better sell the destination to this sector.”