United Kingdom

Market overview

The United Kingdom is our fourth largest international visitor market. There’s strong demand for travel to New Zealand, however most recently we are seeing that Brexit uncertainties are starting to impact booking patterns.

The UK is a high value market for New Zealand, as the average spend per visitor is $5000, with a lot of it is spent in the regions.

Key insights

  • Our target market segments in the UK are high value active boomers and independent professionals.
  • 75% of all UK visitors into New Zealand book through a traditional travel agent, about 5% book via an OTA, and about 20% book airline direct online.
  • Half of British visitors to New Zealand have already been to New Zealand at least once before.
  • Around three quarters (73.2 per cent) of British travellers venture outside of the main tourist centres and into the regions.

Marketing and trade activity

The aim of our marketing activity in the UK is to show British travellers what there is to see and do in the less travelled regions of New Zealand and to help overcome perceived barriers to booking a trip.

We run a range of campaign activities in the United Kingdom year round, including advertising, online marketing, and public relations. We also work closely with regional tourism organisations, airlines, operators, and travel sellers to promote New Zealand and develop the market. 

A big push is also happening in the premium space, as the UK is strong in this sector. 

Our key focus areas are; converting potential visitors who are seriously considering New Zealand as a holiday destination, growing the value of UK visitors to New Zealand, and maintaining their average length of stay which currently sits at around 25 days (holiday).

25 The average number of days British visitors spend in NZ on holiday.

The long length of stay is driven by the desire to see 'everything' during their trip to New Zealand. They want to experience all that there is to see and do across the whole country.

We organise and participate in a number of offshore training and networking events with travel sellers each year which New Zealand regions and operators can take part in. Take a look at our event calendar for more information.

Airline activity

Competitive airline prices mean travel to New Zealand is cheaper than ever. Direct flights by Emirates and Qatar are bringing New Zealand closer, especially in regional cities like Manchester and Glasgow, reducing journey time by up to six hours.

Singapore Airlines and Air New Zealand are also big carriers of British visitors to New Zealand, via their Star Alliance code share agreement.

More information

Exchange rates (link to www.xe.com)

GDP growth (link to www.economist.com)

For more information on the UK economy view the New Zealand Trade and Enterprise’s UK market guide.