Market Overview
The United States is New Zealand's third-largest international
tourism market in terms of visitor arrivals and it is a market
where there are real opportunities for growth in the long term.
Tourism New Zealand is working in the US to grow visitor numbers
and value through increased marketing, PR and sector-specific
activity including Business Events (Incentives and
Conventions).
The US is the world's largest long-haul market. In the year to
November 2011, the average length of stay for American visitors was
18.6 days, and two-thirds of Americans travelled beyond New
Zealand's main tourist centres to the regions.
Around 45 per cent of American visitors also combine New Zealand
with Australia on a trip to the South Pacific. This figure is often
higher in some sectors such as cruise and series coach touring.
A growing number of Americans travel New Zealand by cruise ship.
The US is New Zealand's second-largest cruise market after
Australia. More than 23,000 US cruise passengers came to New
Zealand in the 2009/2010 Cruise season and there is strong
potential for growth in this sector of the US market.
Of all our international visitors, travellers from the US are
most satisfied with their New Zealand holidays, according to
Tourism New Zealand's Visitor Experience Monitor research. One
aspect of our work in the US is to tap into this positive word of
mouth and encourage US visitors to recommend New Zealand to friends
and family.
The USA's slower than expected economic recovery has contributed
to a drop in US visitor arrivals to New Zealand over the past 12
months. The situation improved in late...
For more information including tourism research and data,
policy, and publications please see the Ministry of Economic Development.