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.
The appetite for international travel is really rebounding and
New Zealand is doing particularly well out of that at present.
Similar to other Western markets, there is a strong seasonal
trend around US holiday visits, with almost half choosing to visit
during New Zealand's summer months, December to February.
However, growth in the shoulder seasons around summer in
November and March has also been occuring and the increase in US
cruise visitors may be contributing to this.
A growing number of Americans travel New Zealand by cruise ship
and 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. For example, coach and cruise
operators combining to provide tours.
The US is the world's largest long-haul market. There is quite a
lot of dual destination travel out of the US, with almost
three-quarters of holiday travellers visiting another countryduring
their trip, making seven days a key time period for a holiday in
New Zealand, although some stay for as many as 21 days.
Tourism New Zealand is working in the US to grow visitor numbers
and value through increased marketing, public relations, and
sector-specific activities including premium, business events
(incentives and conventions) and special interests
(fly-fishing, cycling, golf and walking and hiking).
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