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, public relations, and
sector-specific activities including business events (incentives
and conventions) and special interests (cycling, golf and
walking and hiking).
The US is the world's largest long-haul market. 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. Australia is
also our biggest competitor in the US market.
A growing number of Americans travel New Zealand by cruise ship.
The US is New Zealand's second-largest cruise market after
Australia. There is strong potential for growth in this sector of
the US market, particularly by increasing value by encouraging
greater pre- or post-cruise touring.
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. During their visit, two-thirds of Americans
travelled beyond New Zealand's main tourist centres to the
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.
There has been really good growth from the North American
market, with arrival numbers significantly up on the back of a much
improved economy and subsequent consumer confidence. The