New Zealand has long been a favourite holiday destination for British travellers, and we are seeing a strengthening of outbound travel, spend and holiday stay days from this key market.
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, growing the value of these visitors and maintaining their average length of stay which currently sits at around 28 days (holiday). 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.
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 elements. 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 country.