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Support for Tourism Almost Universal (But Pressure Evident)

Support for Tourism Almost Universal (But Pressure Evident)

New research by Angus & Associates shows that New Zealanders value tourism almost universally, but that there is also a widely held view that tourism is putting too much pressure on the country. Ninety five percent of the New Zealanders that participated in Angus & Associates' research agreed that international tourism is good for New Zealand.

"Tourism is hugely valuable to New Zealand - the industry has grown to be our largest export earner and directly employs almost 200,000 people" Managing Director, Cristine Angus says. "Our research serves as a reminder that we need to ensure that the benefits of tourism continue to outweigh any adverse impacts".

Angus & Associates' research canvassed opinions from a representative sample of 1200 New Zealand and Australian residents during July to September this year. Participants were asked about their views on the value of inbound and domestic tourism and the extent to which they agreed or disagreed that tourism is producing adverse impacts.

Angus says "while both New Zealanders and Australians are almost unanimous in their view on the value of tourism, there is quite a strong difference in perceptions when it comes to impacts. Forty four percent of New Zealanders say international visitors are putting too much pressure on New Zealand, while twenty four percent of Australians say international visitors are putting too much pressure on Australia. This difference may be influenced by the volume of inbound tourism per capita, which is higher in New Zealand than Australia, but we’ll be looking at what other factors are contributing to differences in perspective as the research continues in the coming months".

A lot of work is underway in the tourism industry to manage and mitigate the impacts of tourism, and a number of new initiatives are currently being developed. "It's important that the tourism industry continues to work together to protect this valuable industry and maintain support for it in our communities" Angus says.

The next update of the research will be available in January 2018. As the sample size grows Angus & Associates plans to expand the research to provide regional views of support for tourism, to assess changes over time, and to explore the issues driving and/or undermining support. The company is in discussion with some possible commercial partners to help support and further develop the research going forward.

The 'Views on Tourism' summary of findings is available from Angus & Associates by emailing


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