Tourism New Zealand Research Highlights Key Attractions: Landscapes, Culture, and Wildlife

Monday, March 4, 2024

“Latest Tourism New Zealand research shows New Zealand’s landscapes, our unique culture, special wildlife species and our reputation as a place to have fun continue to be strong drivers for potential visitors to choose New Zealand,” says Tourism New Zealand Chief Executive Rene de Monchy.

In summary, recent research indicates a 14% decrease in potential visitors to New Zealand since the onset of COVID-19, attributed to factors such as cost of living pressures, competition from other destinations, and post-pandemic travel readiness. However, there are signs of recovery, with over 131 million active potential visitors as of January this year.

Tourism New Zealand faces the challenge of promoting New Zealand as a holiday destination, but remains optimistic about its global campaign’s effectiveness and upcoming initiatives targeting key markets like Australia, China, and Japan.

The USA presents a significant opportunity for increasing arrivals, being the second largest holiday visitor market, especially with improved airline connectivity and a favorable exchange rate. Similarly, markets such as China, India, and Canada show promise for attracting visitors.

Identified knowledge gaps, such as travel duration, ease of travel within New Zealand, and weather conditions, will be addressed in future initiatives to encourage visitation.

Furthermore, there is potential to boost bookings during off-peak seasons like spring and autumn, which would contribute to sustainable year-round operation for the tourism industry and benefit New Zealanders.

Regular consumer research informs Tourism New Zealand’s strategies to attract visitors from key international markets and is shared with tourism operators to enhance their understanding of customer needs and foster business growth.

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