New Zealand has long been a favourite holiday destination for
British travellers. More than 190,000 visit annually, making the UK
market third only to Australia and China for visitor numbers.
However, travel to New Zealand and other long haul destinations
was hit hard by the economic downturn, and the market has continued
The maturity of the UK market means New Zealand is unlikely to
see the growth in visitor arrivals that was seen prior to the
global financial crisis. Tourism New Zealand's focus is on
converting those potential visitors who are seriously considering
New Zealand as a holiday destination and growing the value of these
Hosting the Rugby World Cup in 2011 provided New Zealand with
the opportunity to showcase the country's attractions to millions
of people in our key target markets. The tournament also proved to
be a strong attraction for visitors from the United Kingdom and
Ireland, with more than 22,000 travelling to New Zealand to follow
their teams, and enjoy events and tourism experiences between
Half of British visitors to New Zealand have already been here
at least once before, and around three-quarters (73.2 per cent) of
British travellers visit regions beyond the main tourist
centres. British travellers are amongst the longest stayers
in New Zealand, staying on average 30.1 days. The
majority of these travellers are either visiting for
holiday or visiting friends or relatives in New Zealand.
The Internet is a key tool for British travellers researching,
planning and booking their holidays. Travel agents are used
extensively to book flights and other holiday aspects. Many of the
travel bookings made online are through travel agents' websites.
Around 80 per cent of British travellers to New Zealand are either
free independent travellers (FIT) or semi-independent, making a
significant proportion of their bookings as they travel the
Like all of the Western markets, The Hobbit: The Desolation of
Smaug will feature very strongly in our promotional plans in the
UK. There will also be a strong...