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Kiwi's Seeing The Country Before They Leave Town

Survey Results Shows Kiwi's Are Seeing The Country Before They Leave Town

The release today of an updated Domestic Tourism Survey (DTS), showing that domestic tourism is now a $6.9 billion a year business, shows the huge growth in domestic tourism in a decade, and the potential that domestic tourism has to enhance regional economic growth, Tourism Industry Association Chief Executive Glenys Coughlan said today.

"What these figures show is that we can never underestimate the importance of the domestic tourism market. While much effort is rightly focused on the international traveller, we must never forget that more New Zealanders than ever are seeing more of their own country.

"With 16.6 million domestic overnight trips in 1999, of an average of 3.2 nights per trip, New Zealanders are travelling more, but for shorter periods of time than a decade ago.

"With two in five of these trips being for holiday or leisure related reasons, the survey says a lot about the development of the lifestyle of kiwis over the decade. We are leading busier lives, and are squeezing in more, shorter duration, domestic trips, around the demands of changed school holiday periods, and the time constraints of the two-income family. ?./more

"This DTS results provide a great base of research to encourage the different regions of New Zealand to tailor 'short break' packages for busy New Zealanders, to encourage them to sample the many attractions of their distinct regions.

"The DTS figures also show the trickle down affect of tourism into the economy. The average daily spend of $75 per night in the North Island and $81 per night in the South Island, goes primarily on transportation, food, accommodation, shopping, recreation, and gifts and souvenirs. One way and another, this expenditure touches most parts of New Zealand's regional economies.

"New Zealanders know what our country has to offer. Today's DTS results will contribute to the debate about whether we need a new domestic tourism marketing campaign. New Zealanders do seem to be 'seeing the country before they leave town'. The updated DTS will certainly be a valuable addition to the New Zealand Tourism Strategy, currently underway, " Ms Coughlan said.

A recent survey commissioned by the Tourism Industry Association and conducted by AC Nielsen found that 61 percent of respondents intended to have their next holiday mayor holiday in New Zealand.

ENDS

Full Copies of the DTS are available from Bruce Bassett, Office of Tourism and Sport 04 498 7448 More information: Simon King, (04) 494 1845, (025) 807 252 Simon King MANAGER, GOVERNMENT AND MEDIA RELATIONS TOURISM INDUSTRY ASSOCIATION NEW ZEALAND Level 4 79 Boulcott Street WELLINGTON NEW ZEALAND PH: 04 494 1845 025 807 252 FAX: 04 4990827

The Tourism Industry Association represents 3,500 businesses and organisations within the tourism industry Members include airlines, airport companies, and regional tourism organisations, rental car, coach and taxi companies, inbound tour operators, travel agents, adventure tourism operators, accommodation providers, tourism attractions, researchers, training organisations and tourism services providers Tourism is New Zealand's largest export earner - accounting for 16 % of this country's export earnings The Tourism Industry Association organises the New Zealand Tourism Conference, TRENZ and the New Zealand Tourism Awards

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