A year on since New Zealand’s international borders reopened again, firstly to Australia, the recovery continues with Tourism Industry Aotearoa (TIA) Chief Executive Rebecca Ingram tipping regenerative tourism to be the foundation that ensures the local tourism experience is one all New Zealanders can be proud of.
As of March 2023, international visitor arrivals to New Zealand were back to 56 per cent of pre-COVID levels at 2.2 million for the year, with holidaymakers marginally overtaking friends and family (VFR) at 40 per cent of arrivals versus 39 per cent of all arrivals respectively for the first time since 2019.
Tourism Industry Aotearoa (TIA) Chief Executive Rebecca Ingram delivered the vital numbers at Aotearoa New Zealand’s annual and most significant trade event, TRENZ, which began last night in Ōtautahi Christchurch.
Total Australian visitors for the year ending March 2023 were 1.1 million and leading the recovery at 51 per cent of all arrivals, with the U.S. coming in second at 224,686, making up 10 per cent of all arrivals. China made up 1.5 per cent of all arrivals in the same period.
Domestic travel spending remains strong, but while there had been an initial overseas rush to visit New Zealand when the staggered international border reopenings began last year in April 2022, this trend had plateaued, said Ms Ingram.
Ms Ingram said the critical high-value holiday market had recovered more slowly than the visiting friends and family (VFR) market, “which is not unexpected”.
Tourism: A crown jewel in New Zealand’s economy
A recent infometrics report declared tourism ‘A crown jewel in New Zealand’s economy’; Ms Ingram said, “It’s great, but let’s not get too cocky about it.”
“They also say after a strong initial comeback, some markets are slowing. So we need to get out there and hustle,” she said.
“We’re really competing as a destination for these high-quality visitors that so many destinations also want, and that means keeping New Zealand top of mind globally is really important.”
While seeing a recent lift in employment numbers, Ms Ingram said the industry workforce remains an ongoing challenge for tourism operators throughout New Zealand, with 56 per cent of tourism businesses still recruiting, down from 75 per cent late last year.
“That does show really good progress,” said Ms Ingram, “But it also signals what many businesses are offering to suit the new workforce needs. Every business, without fail, is laser-focused on delivering the best experience possible and ensuring that customer service levels are maintained as they rebuild and recover.”
Gearing up for the next generation of New Zealand Tourism
As it’s formally defined, next-generation or regenerative tourism is earmarked to play a crucial role in New Zealand’s sustainable tourism future, driven by consumer demand and expectations to ensure that the local tourism experience is one that Ms Ingram says all New Zealanders can be proud of.
Highlighting various initiatives, including a broader take-up of the Care for New Zealand program – the Tiaki promise launched in 2018 to 30 new collaborative, community-led destination management plans, renewed growth in Māori tourism and the powerful storytelling-driven ‘Sharing the Aroha of Tourism’ campaign, which TIA launched earlier this year, Ms Ingram said, “A lot has been happening over the last few years.”
“I can stand here very confidently and say the future of tourism in New Zealand is not going to look like the past.
“The industry’s DNA is forever changed due to the last few years, and it’s my view that New Zealand is uniquely well-positioned to deliver a new generation of tourism. Tourism for good and tourism with a net positive impact.”
Closing her address, Ms Ingram said she was confident that TRENZ 2023 “Will help build momentum for a stronger future for New Zealand tourism.”
“We have the ambition; we have the offerings and the desire to help more visitors discover New Zealand.
“The business it gets done over the next three days will bear fruit for our communities for years to come, so forming these relationships is an essential part of New Zealand’s strong presence in the world,” she said.
All about TRENZ
This year’s TRENZ is the first time the annual show has returned to Ōtautahi Christchurch for 17 years. Over four days, the event will connect 1500 delegates with over 300 New Zealand tourism businesses showcasing their products and services to more than 330 international Buyers from 25 markets, including a sizeable Australian trade contingent.
TRENZ runs at Te Pae Christchurch Convention Centre from 8 – 11 May 2023 and is managed by Tourism Industry Aotearoa (TIA) on behalf of the Tourism Industry New Zealand Trust.
The event benefits from the strong support of its Premier Sponsor, Air New Zealand and its official Supporter, Tourism New Zealand, as well as a range of prestigious event partners.
For more, head to www.trenz.co.nz
