Domestic travellers vital to NZ tourism industry

Domestic travellers vital to NZ tourism industry

Domestic tourism is a vital part of the New Zealand tourism industry but tourism operators need more information about what New Zealanders are looking for, the Tourism Industry Association New Zealand (TIA) says.

Launching the latest “AA Mood of the New Zealand Traveller” report at TRENZ 2012 today, TIA Interim Chief Executive Grant Lilly said New Zealanders travelling in New Zealand are the industry’s banker market.

Spending $13.2 billion a year, domestic travellers account for 57% of New Zealand’s total annual tourism spend of $23 billion.

“While the focus at TRENZ 2012 is very much on growing our international tourism market, domestic tourism should never be overlooked,” Mr Lilly said.

“New Zealanders travelling in New Zealand are our industry’s banker market. Many of the New Zealand Exhibitors at TRENZ have become export ready by serving the needs of domestic visitors.”

That is why the Mood of the New Zealand Traveller survey is such an important tool for tourism businesses, to help them in their business planning.

AA was announced this morning as TIA’s new partner in producing the AA Mood of the New Zealand Traveller, joining research company Colmar Brunton.

AA Tourism Chief Executive Peter Blackwell said AA was delighted to be involved in producing the AA Mood of the New Zealand Traveller.

“AA has long championed the value of holidaying at home – if it’s good enough for 2.6 million international visitors, it’s certainly good enough for us!” Mr Blackwell said.

“New Zealand is a magnificent country and we are pleased to assist tourism operators in finding ways to encourage more Kiwis to explore our own backyard.”

The AA Mood of the New Zealand Traveller survey is an important tool for tourism businesses, to help them in their business planning, he says.

Colmar Brunton spokeswoman Ellen Parkhouse said the latest report shows that New Zealanders are keen to travel more in New Zealand but finances continue to be the main barrier (mentioned by 74% of those who’d like to travel more), followed by being too busy at work (mentioned by 44%).

“Kiwis expect to take an average of 2.3 overnight trips within New Zealand in the next six months. However, during this same time period but 69% of us would like to travel around New Zealand more than we are currently planning to, suggesting that more affordable or flexible travel and holidaying options that fit in with busy lives may be appealing,” she said.

Other findings in today’s report:

• Wellington continues to be the destination New Zealanders would most like to visit in the next six months. TRENZ host centre Queenstown is high on the list too, coming in third place after Auckland.

• Over 40,000 New Zealanders are expecting to hit the slopes for the first time in the next six months. Although the ski season hasn’t yet started, a total of 13% of New Zealanders say they plan to go skiing or snowboarding in the next six months and 59% of them hope to go more often than they did last year.

• Online methods are New Zealanders’ favourite way to find and book accommodation. 62% like to book online via a third party website, while 51% like to book online or use email to book directly with the accommodation provider.

• Australia is New Zealanders’ favourite destination for an overseas holiday in the next six months.

About TRENZ
TIA manages TRENZ, which brings together about 280 New Zealand tourism operators (Exhibitors) with a similar number of invited international travel and tourism buyers and media from New Zealand’s major tourism markets. The event directly helps to grow New Zealand’s tourism industry, worth $9.7 billion in foreign exchange annually. Hosted by the Southern Lakes region,
TRENZ 2012 will be at the Queenstown Events Centre, 7-10 May 2012.

TRENZ is supported by Tourism New Zealand, Air New Zealand, Qantas, host region Southern Lakes and other industry partners.

For more information visit www.trenz.co.nz

ENDS

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