United States

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, 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 regions.

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.

Key Statistics

International Visitor Arrivals September2014

Year End Total 213,680 11.6%
Year End (Holiday) 127,968 14.3%
Month End Total 10,400 13.6%
Month End (Holiday) 5,296 13.0%
Total Stay Days* 3,718,992
Total Stay Days (Holiday)* 1,732,064
Average Length of Stay* 17.4 days
Average Length of Stay (Holiday)* 13.5 days

International Visitor Survey - YE March 2014

Average Expenditure per Visit NZD3,900
Total Expenditure per Annum NZD727m

Market Trends

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 Hobbit...

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