The mostly off-road 23 Great Rides of the New Zealand Cycle Trail, known as Nga Haerenga (the journeys), cater to both recreational cyclists and passionate mountain bikers.
Easily accessible trails run near most cities and towns in New Zealand, while detours along the way allow opportunities to enjoy many other off-the-bike attractions on offer - meaning visitors travel more widely and experience more while they are here.
What do we know about this sector of travellers?
- Cycling visitors tend to visit more regions and are likely to include a vineyard experience into their stay.
- Markets that provide the most cycling tourists include Australia, UK, USA and Germany.
- This data highlights behaviour of holiday visitors over the three years to March 2017. Data is sourced from the Ministry of Business, Innovation and Employments International Visitor Survey.
Key insight and our points of difference
These visitors want a real, honest and up close experience with the country they visit. New Zealand's points of difference are:
- Accessibility (easy access to natural environments)
- Diversity (of the trails and the landscape)
- Proximity (to other activities, towns and cities)
- People (friendly locals)
The key barrier for both target audiences is top of mind awareness of New Zealand.
- For the recreational cyclist there are many other great cycling destinations that are better known, such as France, Canada and the USA.
- For the avid mountain biker, although they are aware of New Zealand's offering, they also have many other established mountain biking destinations to choose from, such as France, Canada and the USA.
Therefore, the goal is to inspire cyclists to make New Zealand a must cycle holiday destination by increasing our awareness and popularity.
 This average spend figure is based on a five year average calculated between 2008‒2012.