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Record numbers force adventure tourism marketing rethink

Dec 5th, 2016 | By | Category: Latest News, News


Cyclists on the Otago Rail Trail

Massive growth in visitors to New Zealand is forcing Queenstown tourism businesses to rethink their marketing strategies.

Statistics New Zealand has recorded an 11.4 percent rise in visitors coming to New Zealand, bringing the total up 3,386,685 for the year up to September 2016.

The growth is particularly strong from Asia which reached 885,776 visitors, and of that, 405,504 were from China.

A spokesperson from Shotover Jet says every year they are receiving more and more bookings.

‘We are seeing an increasing amount of booking coming from China” he says

He said the internet makes it easier for people to book trips for themselves, without having to go through tour agencies.

“We have had to employ a Chinese marketing team and a group of translators specifically for out Chinese customers.”

Sandra Appleby, fromguided hiking and cycling tour company Adventure South NZ, says they have had to secure their accommodation up to two years in advance to deal with the increasing number.

“Our market is generally from Australia, USA, and Europe. But we have been getting a lot more from Asia and India and we are expecting to see that demographic grow further in the years to come,” she says.

The biggest increase in visitor arrivals by country of residence between 2015 and 2016 came from Australia, China, and The United States.

The rise in arrivals from Australia, a 6.1 percent increase (80,048), has been driven by more visitors from New South Wales, Queensland and Victoria.

Statistics New Zealand says the majority of visitors from the US came from California, New York and Texas, and a 13.8 percent rise in visitors is due to newly added routes and airlines travelling from the US.

New Zealanders also went on a record number of oversea’s trips, up 160,700 (7 percent) from the year before.

The main destination for New Zealanders was Australia, up 27,000 to 1.16 million this year.

The Pacific Islands have also proved a popular destination, with an 8.9 percent increase in Kiwi visitors to Fiji and a 14.9 percent increase to the Cook Islands.

“The main reasons for New Zealand resident departures in the September 2016 year were holidays 43 percent, visiting friends and relatives 37 percent, and business 12 percent”, Statistics New Zealand says.

There were a record number of migrant arrivals to New Zealand 125,600 in the September 2016 year, up 6,800, 6 percent, from the previous year.

New Zealand citizens returning to live in New Zealand accounted for almost one-quarter, 31,200, of all migrant arrivals.


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