With visitor arrivals figures improving in December and signs of
economic recovery in New Zealand's key visitor markets, there is a
general feeling of optimism among the New Zealand tourism
industry.
Although some operators say they have had a slow start to
summer, there is agreement that visitor numbers so far have been an
improvement on admittedly low expectations.
Tourism New Zealand Chief Executive Kevin Bowler says that many
operators are now looking to match - if not beat - last year's
season.
"The main comment from industry is that bookings for the first
quarter of 2010 are looking better than last year and are certainly
better than expected; there seems to be a slow recovery pattern
showing through," says Kevin Bowler.
Latest visitor arrivals figures support industry sentiment, with
international arrivals up almost 6 per cent in December compared
with the same month last year.
The strong Australian dollar and low international airfares have
seen Australians travelling more than ever, with a record six
million Australians taking holidays overseas in 2009.
And with more than one million of them choosing New Zealand as
their preferred destination in 2009, the Australian market
continues to improve - arrivals for December 2009 were up more than
10 per cent on the same month in 2008.
Tourism New Zealand Regional Manager Australia Barry Eddington
says forward bookings for Australia are already looking strong for
the next three months.
"One pattern is clear - airlines and the Australian travel trade
are reporting strong forward bookings. If we factor in the new
marketing activity over the next six months being undertaken by the
Regional Tourism Organisations, there is a very positive
outlook for the coming months," says Barry Eddington.
December arrivals figures (up 1 per cent on 2008) showed the
first glimmers of recovery for the UK, however economic conditions
are still impacting outbound travel to New Zealand.
Tourism New Zealand remains focused on stimulating travel from
sectors of the market that are showing resilience: the youth and
backpacker market and the older (50+) sectors. Many traditional New
Zealand travel sellers have returned to advertising New
Zealand trips, although competition remains fierce with discounted
deals available to many destinations.
Regional Manager for UK/Europe Gregg Anderson says that other
parts of Europe, like Germany, France and Switzerland, are showing
continued stability.
"Most markets in Continental Europe have continued to show
growth throughout the year, particularly in the last quarter."
France, with December 2009 arrivals figures up more than 25 per
cent on the same month in 2008, has been a particular success.
Tourism New Zealand's 'Go All The
Way' campaign is aimed at the youth and backpacker market. A
second burst of advertising began in mid-January and further
activity is planned for April and May. 100% Pure New Zealand brand
advertising and partnered activity is running in all major European
markets in January and February.
Summer travel from the US has begun with very strong growth of
11.7 per cent in December, compared with 2008.
This heralds the start of what will be a big year for New
Zealand in the US, with joint Tourism New Zealand and Air New
Zealand activity about to get underway.
Funded as part of the government's extra NZD20 million
investment in tourism, the joint project will include cooperative
marketing and public relations initiatives to raise awareness of
New Zealand as a destination and to increase visitor arrivals.
Tourism New Zealand Regional Manager for North America Annie
Dundas says the economy is still the main topic of conversation in
the US.
"Although unemployment is still high, economic data over the
holiday period was not as bad as first forecast and US outbound
travel is beginning to stabilise after a long period of decline"
says Annie Dundas.
Airlines are positive about bookings for the coming months but,
while there are some low airfares for the shoulder season starting
in May, fares for the peak season are starting to rise again.
Increased capacity on the US to Australia routes is providing
New Zealand with an opportunity to capitalise on dual-destination
visitors, though it is a concern that Australia may pick up the
majority of visitor nights and spend from this market.
Airline restrictions on group seating allocations have slowed
group travel but independent travel bookings continue to show
strength, especially as airlines concentrate on promotional fares
for free and independent travellers (FIT).
Tourism New Zealand Regional Manager for North Asia Mark Frood
says Tourism New Zealand is also focusing more on the FIT and semi
FIT market.
"More than 80 Chinese and Hong Kong based travel agents attended
semi FIT training in November, and we've also hosted a number of
trade partners on Semi FIT product famils. This highlights that
there is plenty of demand for products aimed at this segment," says
Mark Frood.
Travel agents and airlines seem optimistic about the coming
months as the Chinese economy continues to improve and restrictions
on outbound travel decrease.
"Chinese New Year is in February this year and this will impact
on January arrival figures, but over all we're estimating at least
a 5 per cent increase on 2009 arrivals from China for the next
three months," says Mark Frood.
Read our December
International Visitor Arrivals media release