Traveling Blog: Value of tourism revealed

Sunday, November 29, 2020

Value of tourism revealed - Tourism News November 30

Latest news from Tourism New Zealand | 27 November 2020

Kia ora,

Tourism is vital to New Zealand's recovery and this week I am pleased to share a range of new data and insights with you that further prove this and tell us more about the shape of our sector.

We are working hard to share this information with a range of stakeholders to help inform decision making, and I encourage you to do the same.

Our new report, Te Ōhanga, sets out the value that visitors bring to Aotearoa, showcases how productive the sector is and dispels some of the assumptions that exist about tourism. It also highlights the $12.9 billion gap that is expected from the loss of international visitors. I hope you will share this report and these insights with your local decision makers, and help to reinforce the importance of our sector for New Zealand in both economic and social terms.

We've also released new insights on domestic travellers that delves into what New Zealanders are looking for when they travel. This is incredibly valuable information that you can use to attract domestic visitation and I hope you'll find this useful not only for the Summer ahead, but also further into 2021 when we expect to see the greatest impact from the lack of international visitors and their spend.

Our latest industry survey results have also been released, thank you to everyone who took the time to complete this. These insights are incredibly valuable to inform our work and key stakeholders.

Data driven decision making is at that core of what we do and we will continue to undertake research so that we have accurate information and insight to influence decision making and help support you. In the meantime, if you have any questions about the information or would like to know more please get in touch.

Ngā mihi,

Stephen England-Hall

Chief Executive, Tourism New Zealand

72% of Kiwis are planning a NZ holiday

New research shows there is a strong desire for New Zealand holidays. Since we last asked in May 2020 almost 10% more Kiwis are planning a domestic holiday in the next 12 months.

Did you know, staying in a hotel gives 78% of Kiwis a ‘holiday’ feeling, or 70% of families are planning to shift some, or all of their planned overseas holiday spend towards a domestic holiday?

Find out more

New research reveals the real value of visitors to Aotearoa

Tourism is vital to New Zealand’s recovery and new insights reveal the true value of the sector as well as dispelling some misconceptions.

How is the sector's carbon footprint? What is the crown revenue from international and domestic tourists? And how does tourism contribute to other social amenities in communities, such as food and beverage or retail?

Tourism NZ Industry Survey

The results of our industry survey are in and tell us that while business confidence remains low, it is improving.

Despite the sector reporting a strong winter, the gap in tourism spend still exists and is expected to increase over the summer months, usually the strongest for international visitation and spend.

Read the results

Webinar - Pricing your product

In today’s environment it’s easy to get caught up in price wars to attract customers, but is this really necessary or are you simply cutting your revenue?

Join us and pricing experts as we discuss tactical pricing including how to package your product so it’s appealing to customers, how to include commissionable sales channels and when’s a good time to discount.

Find out more and register