Australian travellers embraced the winter season in Ōtautahi Christchurch this year, with the city seeing a strong rise in visitation and spending, giving the local economy a welcomed lift. The increase follows a targeted campaign designed to position Christchurch and the wider Central South region as a must visit winter destination for our neighbours across the ditch.

In the three months to August 2025, international arrivals in Christchurch reached 90 percent of pre COVID levels. Up 17 percent year-on-year, this far outpaces the national growth rate of just 5 percent. This strong rise in visitation meant a boost for the local economy, with Marketview data showing international in-store card spend rising 26 percent, or by $13.1 million, compared to the same period last year.

Between June and August, Christchurch welcomed an additional 7,539 passengers from Australia, marking a 19% increase compared to the same period last year. In June alone, Australian visitors spent an average of $290 per day, with their average length of stay increasing from 9.3 to 9.5 nights. Of this, approximately 2.2 nights were spent in Christchurch, highlighting the city’s growing appeal as a winter destination.

Based on these figures, the estimated economic impact for the Central South region is $20.77 million, with Christchurch’s share estimated at a minimum of $4.8 million.

ChristchurchNZ Head of Destination Kath Low says, “We know winter is generally tough for our tourism operators, so it has been fantastic to see this stand-out performance across the season. The colder months are really special in Christchurch and its surrounding regions, so it's fantastic our Australian neighbours are coming to experience a little of that winter magic too.”

This growth follows a targeted marketing campaign in Australia, Winter Different, aimed at boosting winter visitation to the Central South region. The campaign was backed by $600,000 in funding through the Ministry of Business, Innovation and Employment (MBIE) Regional Tourism Boost Fund, designed to showcase the region’s unique winter offerings.

The campaign included a partnership with Webjet, resulting in at least 1,158 direct flight bookings. The campaign also generated a broader “halo effect,” encouraging further bookings through other channels. It showcased more than 150 exclusive deals on accommodation, hospitality, and activities from across the central South Island, with ChristchurchNZ, Destination Kaikōura, Development West Coast, Mackenzie Tourism, Visit Hurunui, and Venture Timaru all involved.

The Winter Different campaign was one of multiple tourism marketing campaigns contributing to the strong winter performance of Christchurch’s visitor economy. Prior to its launch, TourismNZ had launched the Everyone Must Go campaign and ChristchurchNZ also had its own winter campaign in market. These results underscore the value of strategic marketing and international partnerships in driving tourism growth and economic benefit for the region.

ABOUT CHRISTCHURCHNZ

ChristchurchNZ is the city’s sustainable economic development and city profile agency. Our purpose is to stimulate sustainable economic growth for a more prosperous Christchurch. Find out more at ChristchurchNZ.com

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