New Zealand’s Prime Minister and Tourism Minister believes the country needs more tourists with deeper pockets, rather than a greater number of travellers.
The NZ Ministry of Business, Innovation and Employment recently released its tourism industry report, revealing increases in visitor arrivals but a reduction in visitor nights and spending.
The NZ Government plans to invest NZ$500 million over the next four years on tourism promotion, including an additional NZ$158 million stemming from this year’s Budget allocations.
“Part of what we're trying to do is make sure we don’t just get more people coming through the airport and coming to New Zealand for a couple of days… we want them to come here, spend money, and have a quality experience,” Prime Minister and Tourism Minister John Key said.
Australian travellers spend, on average, NZ$2017 when visiting New Zealand, compared to Chinese tourists who spend NZ$3449 and visitors from the United Kingdom who spend NZ$3502.
The number of high-spending visitors to New Zealand has been declining, however, there has been growth in the number of Chinese visitors, up 31 percent in the past 12 months.
The increasing wealth of Pacific Rim countries presents an opportunity for New Zealand.
“The number of people who can travel within one flight from Auckland is growing constantly and quickly… so we have lots of opportunities, but again the products will have to evolve to reflect the needs and interests of these new tourists,” NZ Economic Development Minister Steven Joyce said.