New Zealand has long been a favourite holiday destination for
British travellers. More than 180,000 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 three-quarters of British travellers
visit regions beyond the main tourist centres. British
travelers are amongst the longest stayers in New Zealand, staying
on average 29.2 days. The majority of these travelers are
visiting for holiday (45%) or are visiting friends or relatives in
New Zealand (46%).
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
The UK was slower than all other major economies to emerge from recession and, while there are signs of improvement, recovery is expected to be slow, with experts predicting...
Published monthly, the International Visitor Arrivals (IVA)
survey measures international visitor arrivals into New Zealand by
month and by year. For more information on IVA visit Statistics New Zealand.
Published quarterly, the International Visitor Survey (IVS) is
carried out by the Tourism Strategy Group. Research is based on
around 5,200 interviews conducted with international visitors as
they depart from Auckland, Wellington or Christchurch airports. For
more information on IVS visit the Economic Development Group's website.
For more information including tourism research and data, policy,
and publications please see the Ministry of Business, Innovation and