Niue is registering on the radars of both trade and consumers as an island which offers a non-commercialised holiday and escape from it all.
Hogan & Associates recently took over the local representation for Niue in New Zealand and have hit the road to begin promotion of the destination.
Niue Tourism representative Mike Hogan said they have noted a definite upsurge in interest in the island over the past two months.
“We attribute this to a mix of increased wholesale programmes and us getting out to the retailers increasing their awareness and knowledge on the destination.”
He said visitor numbers from New Zealand were steady throughout 2009 (an achievement in itself) and they are confident of significant growth throughout 2010.
For clients going to Niue, Hogan said the most well-known activities are diving, snorkelling with dolphins, fishing and diving with the whales from May to October – a major attraction.
“They come within 100m of the shore and it’s an awesome experience to be in the water with them.
“Apart from these activities, the simple and un-commercialised ambience of Niue is now being seen by many as an ideal opposite of the big resort, full-on destinations – a true return to a simple time and place.”
Hogan said it’s important agents are aware that Niue is not for everyone.
“If clients love Gold Coast or Denarau-style holidays, then Niue is not for them. However, if they want a relaxing break in a totally natural environment, with genuinely friendly people, lots to do (or not), then Niue offers an alternative to more commercialised destinations.”
Air New Zealand runs flights from Auckland to Niue on Saturdays with a return service on Fridays – which have had satisfactory loads for the carrier, according to Hogan. 
He said the price of getting to Niue was comparable to other South Pacific Islands, especially given there is only one carrier for Niue and therefore no competition.
“Air NZ generally keeps the fares in line with other Pacific destinations and accommodation and living costs in Niue (all in NZD) are very reasonable.”
All wholesalers here feature Niue in their South Pacific brochures; however Hogan said most simply package air/hotel/transfers at this stage.
As the local tourism reps for Niue, Hogan said the focus is now to work on increasing what agents can sell as add-ons. At present, there is little agents can sell aside from diving (Niue Dive is the local operator).
“The island has a lot to offer – diving, fishing, snorkelling, bush walks, caving, coral reef walking – but little is pre-packaged for them,” Hogan said.
“We are working with operators on the island to give clients the opportunity to pre-book and pay in advance for some of these services.”
To bring Niue further to the fore with trade, the tourism office has just completed a See for Yourself programme with heavily discounted agent holidays on Niue.
“We’ve subsidised seven-night packages so agents can holiday as their clients would, with a companion.”
To qualify, agents need to do site inspections, sightseeing and experiential activities and also complete a report.
Hogan said they are pleased to have sold out their allocation and now have 30 consultants heading to Niue over the next two months.
“And for consumers we are working with wholesalers and will have a dedicated Niue campaign in the market very shortly.”
Common perceptions of the destination have proved to be a huge issue, Hogan said.
“Our most important activity now is education of the front line consultant.
“Many confuse Niue with Nauru (north of the Solomon Islands). Even a local Niuean said to our sales manager Susie prior to her visit; ‘make sure you take plenty of books’. Susie took three books and read only two chapters of the first.”
The Niue Tourism Office will be holding agent presentations to raise awareness and train agents on how to sell Niue.
“And we’ll also be encouraging as many consultants as possible to come and holiday there.”
Pictured (top): Tepa Point
and (bottom): a festival choir in Niue
Images courtesy of the Niue Tourism Office