July 10, 2026 | By Anita Shah

Positioning education as its biggest sales tool, General Travel New Zealand has returned to India with the second edition of its multi-city roadshow, aiming to equip the country’s travel advisors with deeper destination knowledge rather than simply selling tourism products.

The six-city initiative, which commenced in Mumbai with around 80 travel professionals in attendance, is expected to engage nearly 300 frontline travel advisors across Ahmedabad, Indore, Chandigarh, Delhi and Kolkata before culminating at Kiwi Link India in Goa later this month.

Unlike conventional roadshows that focus on product promotion, General Travel New Zealand says its objective is to build destination confidence among travel designers—the people who ultimately influence holiday decisions.

“Our strategy is not about selling packages. It is about educating the travel trade,” said Anna Black, Executive Director, General Travel New Zealand. “We want frontline consultants to understand New Zealand well enough to confidently recommend it to their clients. When their destination knowledge improves, their business naturally grows.”

The annual roadshow, now being organised for the second consecutive year, has been strategically scheduled ahead of Kiwi Link India, allowing travel advisors to first build their understanding of the destination before engaging directly with New Zealand suppliers.

This year’s itinerary also reflects evolving outbound travel trends across India. While Mumbai has been added to the roadshow for the first time after missing out last year, Black said established markets such as Ahmedabad and Kolkata continue to deliver strong business, while Chandigarh and Indore are emerging as high-potential source markets.

“Our objective is to deepen our presence across both Tier I and Tier II cities. India is growing rapidly, and we want to ensure we’re investing in markets that are showing long-term potential,” she said.

Having travelled to India regularly since 2007, Black has witnessed first-hand the transformation of the country’s outbound travel landscape.

“I’ve seen Indian travellers evolve enormously over the last two decades. Travel behaviours have changed, expectations have changed and, importantly, travel designers today are looking for reliable destination partners who can deliver quality experiences rather than simply competitive pricing.”

She believes India has now matured into one of New Zealand’s most important outbound markets, although one travel trait continues to stand out.

“Indian travellers still like to maximise every day of their holiday. The average stay is around 13 to 14 days, yet they want to experience as much as possible within that timeframe.”

Another shift she has observed is the changing perception of New Zealand itself.

“There was a time when New Zealand was simply sold as an extension of Australia. That approach never really did justice to either destination,” she remarked. “Both Australia and New Zealand deserve close to two weeks each if travellers truly want to experience what makes them unique. Today, we’re increasingly seeing travellers choosing New Zealand as a destination in its own right.”

General Travel New Zealand believes that changing this perception starts with educating the trade rather than pushing individual experiences.

“For us, the destination always comes first and the product follows. Once advisors genuinely understand New Zealand, they are able to curate better itineraries and create more meaningful holidays for their clients.”

Black also acknowledged that while the company may not compete on price, it competes strongly on value.

“We may not be the cheapest destination management company in New Zealand, but we believe we offer the best value for money. Our strength lies in delivering exceptional service across FITs, GITs, MICE and luxury travel, backed by local expertise and long-standing relationships.”

The roadshow is being supported by 11 New Zealand tourism partners, including Air New Zealand, Destination Queenstown & Lake Wānaka Tourism, Development West Coast, Entrada Travel Group, Hobbiton Movie Set, Polynesian Spa, RealNZ, RotoruaNZ, Skyline Enterprises, Sudima Hotels, and Te Puia, Waimangu Volcanic Valley & Wai Ariki Hot Springs & Spa.

As India’s outbound travel continues to diversify beyond traditional destinations, General Travel New Zealand is betting that informed travel advisors—not discounts—will be the key to driving sustainable growth for the destination in the years ahead.