Tourism New Zealand could be doing more in terms of marketing the conference and incentives industry, says TNZ chief executive Keith Bowler. Speaking at TRENZ, Bowler said being new in the job meant he wasn't yet exactly sure what this increased focus would look like. 'What I can say is it is an area in New Zealand we are not exploiting fully at this time.'
Potentially the United States could be part of that new focus. Bowler earlier told a TRENZ media briefing that the United States is a major market currently being targeted by Tourism New Zealand. 'USA has been under performing with some 200,000 arrivals per year and we need to attract more.'  He said the aim was to attract an additional 100,000 American visitors by 2014, which would realise an added $346 million in foreign exchange earnings per year.
CINZ has been involved in Operation Eagle,a joint marketing campaign with Tourism New Zealand and Air New Zealand which kicked off in May. Air New Zealand's Norm Thompson later told TRENZ delegates the campaigns aim was to attract 300,000 visitor arrivals from the United States by 2015.

Ready to talk business at TRENZ 2010, Nelson Tasman Tourism's Astrid Fisher and Paul Davis kick off three days of business appointments by chatting with Nona Jackson, Kirra Holidays UK