About travel and tourism in New Zealand

In the past ten years, visitor numbers have risen steadily from 1,408,800 in 1995 to 2,382,950 in 2005. The variety, quality and service of tourism products have increased to match the growing numbers of visitors. Over 102,700 New Zealanders are employed in tourism. Along with its acknowledgement of tourism’s economic importance, the government and agencies responsible for tourism recognise the need for a sustainable approach. A tourism master plan, New Zealand Tourism Strategy 2010, has been in effect since 2001 and is the guiding framework for the industry’s desired increases in visitor numbers, expenditure and employment. Strategy 2010 and other tourism policies also address the need to make tourism more beneficial, both regionally and locally.

For the last three years, increases in arrivals and receipts were in part due to a strong New Zealand economy, a proliferation of inexpensive air fares from Australia, its top market, the perception of New Zealand as a safe destination and exposure in popular films. The US market is rebounding, although spending has been softened by the strength of the New Zealand Dollar, and there is significant growth of visitors from China. The increase in length of stay by one day, to 21.4 days, is also positive.