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Maximising the potential of New Zealand domestic tourism

Maximising the potential of New Zealand domestic tourism
October 16, 2015

Delivering at least a $9 billion increase in annual domestic tourism spend by 2025 is the goal for an industry group brought together by the Tourism Industry Association New Zealand (TIANZ).

The Domestic Tourism Working Group met again this week to further the development of a Domestic Travel Strategy.

The aim of this work is to ensure New Zealand’s tourism industry retains a strong focus on domestic travel and to ensure opportunities to boost its value are identified and grasped.

Spearheaded by TIANZ, the Working Group includes representatives from Tourism New Zealand, Regional Tourism Organisations NZ, the Automobile Association, Air New Zealand, the accommodation and transport sectors, Department of Conservation and the Ministry of Business, Innovation & Employment.

Explaining that the importance of domestic tourism was clearly identified in the industry’s Tourism 2025 growth framework, TIANZ Chief Executive Chris Roberts stated "in 2014, domestic tourism was officially valued at $13.4 billion, greater than the value of international tourism. We want to see that number grow to $22.6 billion by 2025.

“Traditionally, no single body or agency has been responsible for domestic tourism and it can be seen as the ‘poorer cousin’ of international tourism

“TIA has therefore decided we need to take a leadership role because our best chance of achieving the Tourism 2025 goal is by working together as an industry to identify barriers to growth and find solutions.

“Increasing domestic travel will help the industry smooth out seasonal peaks and troughs and achieve regional dispersal goals – if Kiwis are given the right incentives and information, they will visit different regions at different times of the year.”

Roberts says domestic travellers are the lifeblood of many accommodation businesses, while activity operators often ‘cut their teeth’ in the domestic market before expanding into the international market. Domestic tourism also offers huge potential for boosting regional development.

He added “the Working Group sees opportunities for New Zealanders to engage more in domestic travel. We have world-class tourism products and provide some outstanding experiences – we need to have that recognised and improve the way we tell our stories to a domestic audience.

“One of our first actions will be gaining a better understanding of the different types of domestic travellers – who they are, how many, and what their motivations to travel are. This will build on research undertaken in 2010.”

Roberts says good, solid insight is at the heart of the industry’s Tourism 2025 growth framework, which is aiming to almost double total annual revenue (domestic and international) to $41 billion over the next decade.

Roberts concluded “if we can persuade more New Zealanders to use their discretionary dollars on a domestic travel experience, we will have more successful tourism businesses significantly contributing to the social and economic vitality of New Zealand.”

Challenges facing New Zealand’s $24 billion tourism industry will be debated at the TIANZ National Tourism Summit in Wellington on Thursday 19th November.

For more information on the Summitt click here to view details in the Australasian Leisure Management industry Calendar. 

Images: Auckland theme park Rainbow's End (top) and the Hobbiton Movie Set at Matamata (below).

14th October 2015 - NEW ZEALAND TOURISM ‘DISAPPOINTED’ BY TRAVEL TAX DECISION

2nd October 2015 - ADDRESSING THE CHALLENGES OF GROWTH IN NEW ZEALAND TOURISM

7th July 2015 - NEW FOREIGN INVESTMENT STRATEGY TO SUPPORT GROWTH IN NEW ZEALAND TOURISM 

6th June 2015 - NEW ZEALAND BUSINESS EVENTS INDUSTRY IN THE SPOTLIGHT

26th March 2015 - HOBBITON WELCOMES ITS MILLIONTH VISITOR

10th March 2015 - CINZ FLAGS NEW ZEALAND’S GROWING CONVENTION CENTRE INFRASTRUCTURE

22nd December 2014 - VISITOR REGISTRATION OPENS FOR AIME 2015


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We hope that you value the news that we publish so while you're here can we ask for your support?

The news we publish at www.ausleisure.com.au is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.

However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.

Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.

Subscriptions cost just $90 a year.

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