A group of New Zealand horse trekking operators have launched an international marketing initiative which aims to promote New Zealand as a premier trekking destination.

Ridenz.com is an Internet portal providing direct access to New Zealand's top trekking attractions, which have previously been promoted domestically as Horse Riding - the Best of New Zealand.

Ridenz.com spokesman Rob Stanley, of Hurunui Horse Treks, says the co-operative approach to marketing aims to promote New Zealand as a riding holiday destination to the international market, rather than promoting individual operators. More than 60 countries offer similar horse trekking experiences and the group aims to increase New Zealand's profile. The new initiative was unveiled at the international horse riding expo, Equitana, in November and has been well received. Australia has been identified as a key market.

"Our own survey during Equitana in 1999 showed that 24% of visitors to our stand intended to travel overseas for a riding holiday," says Stanley. "Adventure tourism operators are not eligible for any form of direct Government export assistance, so we have decided to do it ourselves. The partners in Ridenz.com all have a proven record of commitment to the industry through active involvement in the development of the Quality Tourism Standard for Horse Trekking and the National Certificate in Horse Trek Guiding."

The group is spread throughout New Zealand and offers a wide choice in treks -- suitable for novices through to expert riders - and a range of terrain and options. All have a track record in promoting high environmental management standards.

Ridenz.com will also be promoted through 1200 retail travel agents and industry principals including VIN centres. The group hopes to increase direct bookings from overseas clients, many of which come via commission agents.

"This initiative reflects the maturity of the adventure tourism industry and builds on the collaborative effort that produced the Quality Tourism Standard for Horse Trekking, for the Adventure Tourism Council. It also shows that horse trekking and adventure tourism are premium experiences that are making an important contribution to the tourism industry and the New Zealand economy."

Further information: Rob Stanley
Ridenz.com
c/- Hurunui Horse Treks
Phone + 64 +3 314 4204