Market Overview
Following a long period of declining visitor arrivals, visitor
numbers from Taiwan have improved dramatically throughout 2010.
Much of this recovery has been driven by the waiver of visas for
holiday visitors to New Zealand (from November 2009).
Monthly arrivals from Taiwan have shown year on year growth
throughout 2010. However, the lack of direct flights and shortage
of airline seats between Taiwan and New Zealand is limiting
continued growth out of this market.
January, February and July are peak travel months from Taiwan,
with May and June being the quietest. Although Taiwanese visitors
have a median stay of eight days in New Zealand, their average
expenditure of NZD2,652 is low compared to many other international
visitors. However, in the year to June 2010, the average Taiwanese
visitor to New Zealand still outspent their counterparts from South
Africa (NZD2,629), Singapore (NZD2,500), Australia (NZD1,727) and
Argentina (NZD1,388)
Most Taiwanese travel to New Zealand as a mono-destination and
over half travel to regions beyond the main tourism centres. About
half (49 per cent) are repeat visitors.
Since October 2008, Tourism New Zealand's work in Taiwan has
been managed from its Shanghai office with a focus on providing
trade marketing support. Tourism New Zealand staff regularly visit
Taiwan to ensure travel sellers have support at key trade
events.