East Midlands Look to the South

England’s East Midlands are looking to NZ for inspiration in their bid to become a leading holiday destination. “In the world of tourism, NZ spent many years as the poor cousin to neighbouring Australia. But thanks to some clever marketing, ‘the land of the long white cloud’ has emerged as a top destination for holidaymakers […] A new strategy document, Destination East Midlands, pays tribute to the way NZ ‘challenged with gusto’ and emerged from Australia’s shadow.”