Driving International Growth for Tongariro River Rafting
Since 2015, Tongariro River Rafting has partnered with Destinate Tourism Marketing to grow its presence in the international travel trade market. As a boutique adventure company based in Turangi, New Zealand, Tongariro River Rafting needed expert support to connect with global agents, promote their experiences, and grow their business internationally. Destinate has been instrumental in achieving this.
Challenges
Owner Garth Oakden recognised that breaking into the international market required specialised skills, extensive industry relationships, and considerable time and resources. Hiring a full-time employee with the experience and network to handle these tasks would be costly, potentially 3-4 times as much as partnering with Destinate. Additionally, Oakden wanted to attend industry trade shows and negotiate with agents but faced limitations in both cost and bandwidth.
Solution
Destinate stepped in to handle international trade representation, attending key trade shows such as TRENZ, eXplore Central North Island, and Meetings on Tongariro River Rafting’s behalf. Through their expertise, Destinate contracted competitive rates, negotiated brochure inclusion with travel agencies, and coordinated agent famil trips, ensuring agents experienced firsthand the unforgettable white-water rafting adventures on the Tongariro River.
Destinate is also involved in the strategic planning and marketing planning at Tongariro River Rafting, bringing together industry insights, trends and competitor analysis to deliver a plan that achieves success each year.
By working with Destinate, Oakden benefitted from access to senior-level marketing expertise without the hefty price tag. Moreover, the shared costs of trade show attendance and offshore sales trips made the approach more affordable, as expenses were split among several tourism operators represented by Destinate.
Results
With Destinate’s support, Tongariro River Rafting has significantly boosted its visibility in the international market. Their experiences are now included in major travel brochures, and agents worldwide are familiar with their offerings, leading to increased bookings from international tourists. Oakden praises the partnership, stating: “We couldn’t do half of what we do without Destinate’s help. Their expertise and shared cost structure allow us to reach global markets in a way that’s both effective and affordable.”
This collaboration highlights how Tongariro River Rafting leverages Destinate’s industry expertise to expand their international footprint and boost their sales while maintaining a cost-effective strategy.
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