Companhias aéreas lideram o caminho à medida que mais neozelandeses fazem suas malas para viajar no país e no exterior
Auckland – May 14, 2025 - New data from Nielsen Ad Intel reveals a strong year for the New Zealand travel sector, with advertising investment in the category climbing 12% year-on-year to reach $252.65 million between April 2024 and March 2025.
As companhias aéreas lideraram o movimento, apresentando o maior crescimento da categoria, 12%, seguidas pelas agências de viagem, que registraram um aumento de 2% nos gastos com publicidade. Os cinco principais anunciantes de companhias aéreas foram: 1. Air New Zealand, 2. QANTAS, 3. Emirates, 4. Fiji Airways e 5. Jetstar.
Among travel agents, Flight Centre claimed top spot, in terms of ad spend, followed by, House of Travel, Expedia, Imagine Cruising, then Stella.
O crescimento da publicidade é sustentado pela confiança renovada dos viajantes. De acordo com a Nielsen Consumer and Media Insights (CMI), 78% dos neozelandeses pretendem tirar férias no país nos próximos 12 meses, enquanto 46% estão planejando uma viagem ao exterior.
No mercado interno, Queenstown, Canterbury/Christchurch e Auckland continuam sendo os destinos mais procurados, enquanto a Austrália, seguida pelo Reino Unido/Europa e Fiji, encabeçam a lista de destinos de viagens internacionais.
Rose Lopreiato, Nielsen Ad Intel’s Pacific Commercial Lead, said: “This data signals a competitive and highly responsive market, with travel brands looking to capitalise on New Zealanders’ love of travel. Airline and travel advertisers who monitor competitor trends and spend will have a clear edge in winning attention – especially with consumer travel plans now spanning both local escapes and long-haul getaways.”
Glenn Channell, Nielsen’s Pacific Head of Advanced Analytics, added: “As demand builds, it’s critical for advertisers to understand not just where their competitors are investing, but also how shifting consumer preferences, across destinations, booking channels, and timing, can inform more precise, high-impact campaigns. Advertisers that align these insights with smart media strategies will be the ones who stay front of mind and first in booking queues.”
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Dan Chapman
dan.chapman@nielsen.com
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