Australia's economy has been quick to recover from the global economic downturn, with improved consumer spending and returning export demand driving a strong dollar and improved job market. Consumers...
Market Overview
Australia is New Zealand's largest inbound tourism market,
accounting for almost 45 per cent of all visitors and 40 per cent
of our holiday arrivals. New Zealand has benefited from a high
profile, good air access, a favourable exchange rate, and strong
word of mouth over the past year, with visitor arrivals showing
strong growth since April 2009.
Three quarters of Australians who visit here will do so more
than once. More than half of Australians travel outside of New
Zealand's main tourism regions.
Australia is fast becoming an important source market for the
cruise sector. Passengers from Australia increased 72 per cent in
the 2008/09 season and now account for almost one third of all
international passengers. With more than 400,000 expatriate New
Zealanders living in Australia, there is also a strong base of
Visiting Friends and Relatives (VFR) travel.
Summer is the peak season for Australian visitors, but marketing
by Tourism New Zealand and other industry players has helped make
New Zealand a popular year-round destination. Record numbers of
Australians visited New Zealand for the 2009 winter ski
season.
Tourism New Zealand is currently running campaign activity
year-round in Australia and is working closely with regions,
airlines, operators and travel sellers to promote New Zealand.
Australians are confident researching and booking New Zealand
holidays online (see
research channels) and our campaign activity in this market
makes the most of digital media channels.
Challenges for New Zealand include our short-haul status and the
associated lack of urgency in planning a trip here. New Zealand
competes closely with the UK and US, as well as with domestic
Australian destinations, particularly Queensland. The expansion of
low-cost airlines has also increased interest in travel to South
East Asia.
Though New Zealand is well positioned, the country needs to keep
its profile high and product offering appealing, particularly as
cheap airfares, returning consumer confidence and a strong
Australian dollar fuel demand for longer-haul travel.