Backpackers account for over 159,000 visitors to New Zealand a year, driving 22 per cent of holiday stay days with an average length of stay over 31 days and an average spend per visitor of over $3,700.
The value of the backpacker goes far beyond arrivals and expenditure. The backpacker traveller travels widely amongst different regions and gets involved in a range of activities, meaning they are likely to spend more while they are here. The backpacker segment also travels throughout the year and presents a strong opportunity to grow shoulder season arrivals.
In recognition of how influential this market is, Tourism New Zealand has a specialist team that leads investment in backpacker-specific marketing communications, PR activity and partnerships alongside Tourism New Zealand’s off-shore teams as well as the backpacker focused travel industry.