As revealed at TRENZ 2024, tourism arrivals to New Zealand are back to 83 per cent of pre-pandemic levels (up from 56 per cent in March 2023), with Australian visitation leading the way.
TRENZ 2024 is underway in the nation’s capital Te Whanganui-a-Tara Wellington, and sentiment around the New Zealand tourism sector’s ongoing recovery and growth is high.
As of March 2023, tourism contributed 6.2 per cent of GDP, with visitor spending adding NZ$3.5 billion to the economy. Overall recovery was back to 56 per cent of pre-COVID levels. Since then, New Zealand has gone from strength to strength.
Speaking at the event, Tourism Industry Aotearoa (TIA) Chief Executive Rebecca Ingram delivered the latest update, saying, “In terms of overseas visitor arrivals, they are generally tracking to expectations, and in February, they were back at 83 per cent of 2019.”
In December 2023, key data showed that Australian travellers were firmly leading the way, accounting for 40 per cent of international arrivals (up from 37 per cent in December 2019). Overall, Australian visitor numbers have recovered to 83 per cent of pre-COVID levels (above market average).
“Operators are optimistic but realistic”
Tourism is a vital sector in New Zealand, accounting for 11 per cent of the workforce, or approximately 300,000 New Zealanders who work either directly or indirectly in the tourism space.
Ms Ingram reported that TIA’s 1300+ members are optimistic, according to their recent March 2024 member survey.
“There was an overriding sense of optimism. So 80 per cent are feeling positive about the next 12 months,” said Ingram.
Despite the overwhelming positivity, Ms Ingram shared that operators are still conscious of the challenges facing many in the tourism industry, such as increasing costs, weather-related challenges, and climate change.
Additionally, a TIA member survey in March highlighted that 50 per cent of businesses are actively looking for staff.
“Visitors are satisfied” and coming back for more
Despite New Zealand operators’ challenges, Ms Ingram says they are still highly motivated to provide the best visitor experience they can.
As Ms Ingram shared, the numbers speak for themselves: “95 per cent of international holiday arrivals felt their holiday had met or exceeded their expectations,” according to a recent TIA survey.
Australians, in particular, have a keen appetite to return. Angela Blair, Tourism New Zealand’s General Manager—International, shared at an earlier session that an impressive 60 percent of Australian visitors to New Zealand will return at some point in their lives.
Sustainability is still at the forefront
Known for its vast wilderness and natural beauty, it’s no surprise that New Zealand is still leading the charge with a focus on sustainability. More than 1,900 businesses have signed up to the Tourism Sustainability Commitment.
Furthermore, Ms Ingram shared some of the progress operators have made as reported in TIA’s March 2023 member survey, “Most respondents (92 per cent, in fact) are contributing to protecting and enhancing the natural environment.
“For example, 69 per cent are involved in predator control. And 41 per cent are measuring their carbon footprint, up from 29 per cent in 2022—that’s a substantial shift in a year and shows the industry is really leaning into climate action.”
All about TRENZ 2024
This year’s TRENZ is the first time the annual show has been hosted in the nation’s capital, Te Whanganui-a-Tara Wellington.
Over two days, more than 310 New Zealand tourism businesses will showcase their products and services to more than 365 international Buyers from 25 markets, including a sizeable Australian trade contingent.
TRENZ runs at Tākina Wellington Convention and Exhibition Centre from 8–10 May 2024 and is managed by Tourism Industry Aotearoa (TIA) on behalf of the Tourism Industry New Zealand Trust.
The event is supported by premier sponsor, Air New Zealand and its official supporter, Tourism New Zealand, as well as a range of event partners.
For more, visit www.trenz.co.nz
