Germany is our second-largest visitor market in Europe and one
that presents significant opportunities for New Zealand tourism.
German visitor numbers have remained relatively consistent during
the past year, despite European economic challenges. Tourism New
Zealand is also working to attract German-speaking visitors from
neighbouring markets including Austria and Switzerland.
German travellers appreciate New Zealand's mix of natural
wonders and cultural attractions. For many Germans, New Zealand is
an aspirational destination and Tourism New Zealand's work in this
market is focused on converting this dream of a New Zealand holiday
into travel bookings. Other barriers to travel include the high
cost of flights to New Zealand, the strengthened Kiwi dollar
against the euro, and the fact that visiting other less-travelled
destinations can be a priority for some travellers.
German visitors are independent travellers and four out of five
will travel beyond the major tourist centres. They seek an active
encounter with the environment and culture and would, for example,
far prefer to kayak a river than go by jet boat.
The majority of German travellers spend significant time
researching New Zealand well before travelling and are keen users
of guidebooks. German visitors are likely to make the majority of
their travel arrangements as they travel around New Zealand.
Length of stay and average spend per night are both high
relative to other markets, increasing the value of this market to
New Zealand's tourism industry.
Tourism New Zealand has completed research in this market to
identify those most likely to visit New Zealand: active
considerers. This group, which forms Tourism New Zealand's target
market, are already seriously considering coming to New Zealand on
holiday. Read more about the
International Visitor Arrivals April 2013
|Year End Total
|Year End (Holiday)
|Month End Total
|Month End (Holiday)
|Total Stay Days*
|Total Stay Days (Holiday)*
|Average Length of Stay*
|Average Length of Stay (Holiday)*
International Visitor Survey - YE March 2013
|Average Expenditure per Visit
|Total Expenditure per Annum
Despite challenging condition's the outbound market saw a very small growth (1 per cent) in terms of trips. (source: ITB)
Around 72.8 per cent of Germans plan an...
Want to know more?
Published monthly, the International Visitor Arrivals (IVA)
survey measures international visitor arrivals into New Zealand by
month and by year. For more information on IVA visit Statistics New Zealand.
Published quarterly, the International Visitor Survey (IVS) is
carried out by the Tourism Strategy Group. Research is based on
around 5,200 interviews conducted with international visitors as
they depart from Auckland, Wellington or Christchurch airports. For
more information on IVS visit the Economic Development Group's website.
For more information including tourism research and data,
policy, and publications please see the Ministry of Business, Innovation and