News & Activity

Thursday, October 27, 2022

Preference for New Zealand as a destination hits six-year high ahead of Summer

New Zealand is enjoying the highest levels of preference among potential holiday makers in six years ahead of summer, according to new research.

New Zealand is enjoying the highest levels of preference among potential holiday makers in six years ahead of summer, according to new research.

Tourism New Zealand focus their marketing efforts to Active Considerers of New Zealand, these are people who are seriously considering visiting New Zealand in the next three years.

Their preference for New Zealand is an indicator of purchase intent. Around 43% Active Considerers say that New Zealand is the top of their list—the high not seen since 2016.

The growth in interest is driven by strong increases in preference from the United States and China.

Tourism New Zealand chief executive René de Monchy says the growth is attributed to New Zealand’s border being open as well as the fact some of our Northern Hemisphere markets are heading to winter and looking for warmer holiday destination.

“Tourism recovery is showing promising signs with increasing airline routes and visitor arrivals amongst key markets returning to 52% (August 2022) of pre-covid levels and while recovery will continue to be gradual, it bodes well for a strong summer and beyond.”

“The boost in active considerers gives us a highly motivated pool to people to reach with our campaign activity.

“We will continue to focus our efforts in these core markets to convert these people to high quality visitor arrivals—people who will get the maximum enjoyment out of their experience as well as contribute positively to New Zealand. Competition for travellers across the globe has ramped up as borders have opened and we have a big job to do to get them to choose New Zealand,” he says.

“Tourism New Zealand launched its global campaign in key markets last month and we hope to see preference figures increase over time as a result as activity for it rolls out in market.”