Aussie visitor numbers climb

A report in The Dominion Post in NZ says that tourist numbers are increasing in both directions across the Tasman with inbound and outbound tourism up, but some key markets continue to shrink in the face of intense competition.

The latest Statistics New Zealand figures on visitor numbers show annual tourist arrivals up 4 per cent in the year to August, as New Zealand attracts ever more Australians, with a 12 per cent increase in the month of August following a 15 per cent increase the previous month, compared with the same months in 2006.

Australia is New Zealand’s largest visitor market, contributing a quarter of all tourism dollars, with Britain the second largest tourism earner.

But the next three key markets – the United States, Japan and Korea – which collectively accounted for 24 per cent of annual tourism earnings in 2006, declined between 6 and 19 per cent in the latest figures.

The US and Japan were both locked in a downward trend, with Japan’s figures declining month on month for more than two years and American numbers down in six of the past eight months.

Chinese visitors increased, up 1400, or 18 per cent, in August compared with August last year.

Tourism New Zealand chief executive George Hickton said Australians had enjoyed a bumper ski season in New Zealand and the figures equated to 50,000 extra Australians arriving over the past 12 months.

Tourism New Zealand’s “What’s On” marketing campaign was thought to have boosted numbers but figures from Australia showed that Australians travelling here – up 5537 a month – had less than half the increase of more popular destinations such as Thailand, up 12,792 a month, and Indonesia, up 11,149.

New Zealand remains the largest destination in sheer numbers for Australians.

Tourism Industry Association chief executive Fiona Luhrs said holding New Zealand’s market share with even mild growth was actually a huge success because tourists were bombarded with choice.

“For Australians there are a huge number of options,” she said.

Additionally, Japanese had seen the price of a Kiwi holiday more than double since 2000, and Americans had a similar experience because of exchange rates.

Ms Luhrs said New Zealand’s national marketing budget was a drop in the ocean compared with some other countries. “It really is a battle of the budgets out there.”

Mr Hickton said a rebound was expected from the US but Japan looked like it would be slow for a few years.

New Zealand needed to make sure Australia was catered for because it was the core earner for the whole industry, he said.

Challenging stereotypes that New Zealand was “a passive destination or a big Tasmania” was key to increasing popularity and the extra numbers in the off season were a big win for the New Zealand industry.

“I think what we have achieved is great, but there is more we can do,” he said.

“The number of outbound Kiwi tourists was up 9 per cent for the year to August.”

“Our second favourite market – Fiji – remained in trouble, however, with fewer Kiwi and Aussie visitors calling, despite several travel promotions to bolster the islands’ tourist industry against persistent political upheaval.”

Holidaymakers travelling to Fiji are the second largest outbound group from New Zealand.

Report by The Mole