Kia ora THE
As 2024 draws to a close and a busy summer looms, it was great to see the September 2024 International Visitor Survey data showing growth in international visitor spending. International visitors contributed $11.7 billion to New Zealand’s economy in the 12 months to September 2024. This marks a $2.8 billion increase, up 30% on the previous year. Find out more here.
We’re also seeing robust growth year-on-year (y-o-y) in international visitor numbers. For the year to September 2024, total international visitor arrivals were up 17% y-o-y to 3.2 million, with holiday arrivals up 29% compared to last year.
Five months into the strategy, we’re making positive progress. Off-peak arrivals in the July-September period were up 2.7% on last year. The strong growth out of China (+29%) and Australia (+9%) helped offset a 32% decline from the USA following last year’s strong visitation during the FIFA Women’s World Cup.
So what have we been doing? In August, we launched the Stargrazing campaign to promote off-peak travel, generating $36 million in estimated advertising revenue. We launched new trade training modules, starting in India to upskill travel sellers on New Zealand as a year-round and off-peak destination. We held two industry workshops to discuss how we can tackle the off-peak challenge together. We conducted consumer research into consumer perceptions about our off-peak seasons and I encourage you to find out more here. Additionally, we are marketing across China and the USA to drive autumn and winter 2025 bookings, with more activity set to launch in early 2025.
As we look ahead to 2025, airline capacity is up to 92% of pre-COVID levels. We have a well-primed audience of people across our key markets who are seriously considering a trip to New Zealand. This pool of people has increased by 42% to 160 million in the 12 months to September 2024, with 47% having New Zealand as their number one place to visit. This means we have a highly motivated group of people to convert into arrivals.
We’ll be working hard to convert this desire into bookings in 2025, and we’re looking forward to working with the tourism industry on this. I’d like to thank you for continuing to welcome and care for international manuhiri (visitors) with manaakitanga. We know New Zealand is a well-loved destination, and that is credit to the exceptional experiences that you all provide.
The team at Tourism New Zealand are looking forward to the opportunities and challenges of 2025 as we continue to focus on building desire for New Zealand year round. Finally, I wish you all the very best for the Christmas break and the summer season ahead.
As always - if you have any questions, feedback, or want to get in touch with myself or one of the Tourism New Zealand team, please contact us.
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