Cheap flights may bring more Aussies our way

Marlborough is lining up to take advantage of an influx of Australian tourists into the South Island this summer.

The trans-Tasman flight price war heated up yesterday when Qantas budget carrier Jetstar unveiled $39 one-way fares to Australia from Christchurch.

The fares will be available, subject to regulatory approval, from December and will see Jetstar slug out the route with other carriers like Virgin's Pacific Blue and Air New Zealand's Freedom Air.

Marlborough's tourism industry welcomed the move as a way to draw in more Australian tourists to the South Island.

In contrast to most other parts of the country, Australia is not Marlborough's biggest source of visitors. That crown lies instead with tourists from the United Kingdom.

However, Destination Marlborough marketing executive Christine Brown said that was starting to change and the organisation was actively pursuing the Australian market. "They're largely FIT's (free and independent travellers). They like their soft adventure activities and wine and food experiences, so Marlborough fits like a glove for them.

"They also love skiing, which we obviously don't really offer them. So in winter the number of Australians visiting Marlborough drops off, but that changes in the summer."

She said Christchurch Airport had done a "phenomenal" job of attracting budget airlines to fly into the South Island and it was up to each region to try to benefit.

South Island regional tourism organisations have stolen a march on their northern counterparts by marketing their highlights more cooperatively this year.

And Ms Brown said Destination Marlborough would be following up sales visits to places like Brisbane last year with pushes into Victoria soon.

On the down side for tourist operators, Ms Brown said the cheap travel was also encouraging New Zealanders to holiday overseas.

The downturn in domestic tourism had resulted in the organisation asking operators this year if they thought it was worthwhile continuing to market Marlborough to New Zealanders.

"Of course we'd much rather Kiwis stayed in New Zealand to holiday. But Australia is our closest market and we are pursuing it with vigour and energy."

Holiday Shoppe Blenheim operator Wayne Feaver said many Kiwis were now travelling across the Tasman three to four times a year. "It used to be once every two years. So there's certainly a lot more short haul travel occurring."

He doubted the budget fares would last and believed the South Island might start to lose out on trans-Tasman flights as airlines like Pacific Blue started to target places like Auckland instead.


SOURCE: ANNA MCINTYRE