As at October 2013, total visitor arrivals from Canada were
46,640, which is a 4.6 per cent decrease compared with the
same period last year. Holiday arrivals fell in 2010 and a
sustained recovery in total arrival numbers has not yet been
More than half (53 per cent) of Canadian arrivals are holiday
visitors, and over half are aged 45 years of age or older.
Two-thirds are first-time visitors to New Zealand. Ontario
(Toronto) is Canada's leading source region for visitors to New
Zealand, followed by British Columbia (Vancouver).
Four out of five Canadian visitors include other destinations as
part of their itinerary to New Zealand, with Australia being the
most popular country en-route. Canadians tend to stay in New
Zealand longer than their American neighbours and they generally
spend more during their stay. More than half (67.4 per cent) of
Canadian visitors to New Zealand travel beyond the main tourist
centres to the regions.
Although awareness of New Zealand in Canada is not as low as in
the US, one of the biggest challenges in this market is building
perceptions that New Zealand is a good-value holiday option.
Unlike other long-haul markets, the distance and time it takes
to travel to New Zealand is not a big concern to Canadians. They
have a good understanding of where New Zealand is geographically
and also about the distances required to travel long-haul.
Tourism New Zealand uses a mix of trade engagement, search
engine marketing and public relations to market New Zealand in