Stats NZ’s latest figures reveal international tourism is almost back to pre-covid levels, driven largely by Australians hopping the ditch in big numbers.
Visitor arrivals surged for the year to September reaching 1.48 million, the second-highest number of Australian arrivals since 2019 according to Stats NZ.
The Government hoped to push those figures even higher with the recent Michelin star deal and a new multi-million-dollar tourism campaign.
While places such as Rotorua and the lower south island were set to benefit, some regions – such as Northland – feared they have been left out.
Rotorua has been selected for two of four government funded tourism campaigns launching next year to attract travellers from Australia and East Asia.
Marketing Manager at Māori culture and geothermal centre Te Puia Jenha Phillips said it was fantastic news.
Tourism operators say they are ready to “share our stories, our landscapes and our kai” with tourists thanks to a multi-million-dollar Government funding boost. (Source: 1News)
“We are ready to welcome these manuhiri to share our stories, our landscapes and our kai.”
The businesses’ biggest market is Australia, Asia is its fourth.
Phillips said they had to change tack after the pandemic.
“To instead look at a high-value visitor experience to focus on premiumisation and that has meant that for us we have fewer visitors but they are staying longer.”
Overall visitor numbers were on the rise, sitting at 95% of pre-covid levels for the year to September according to data from Stats NZ.
Around $5.9 million in funding has been awarded to four campaigns across the Wellington region, lower South Island and Rotorua.
A north island focus has been included in one of RotoruaNZ’s “Kiwi North” campaigns, with 14 other regional organisations and some airlines to be included.
The focus across the campaign was on wine, food and southern hospitality.
“That positivity is being reflected by the businesses as well who are indicating to us that they’re feeling really optimistic about their next 12 months,” said Tourism Industry Aotearoa chief executive Rebecca Ingram.
The Michelin star guide coming to Aotearoa’s dining scene was also intended to bring in more tourists.
Though initially stars would only be awarded in Auckland, Wellington, Christchurch and Queenstown.
Chief executive of Northland Inc Paul Linton said large swathes of the country, such as those in Northland, were left out.
“We’ve got amazing restaurants we’ve got amazing hospitality and we’ve got amazing accommodation so Northland is ready to go,” he said.
Linton said he was confident the region was in for a bumper summer, but the colder months had caused concern.
“We’d really love the government to be focusing more on how they can support regions with events, because that’s absolutely critical.”
The Minister for Tourism Louise Upston said there was winter-specific funding on the way with an announcement due before the end of the year.
By Louise Ternouth, 1News reporter
