Kiwis' October travel outdoes predictions

New Zealanders continued to embrace and explore our country’s diverse tourism experiences throughout spring with domestic tourism spending in October up 24% on last October 

Kiwis travelling spent $1.8b, up $351m from October last year, according to the latest Monthly Regional Tourism Estimates.  

There were also increases in domestic spend across most regions, showing that New Zealanders are keen to explore and Do Something New.  

This has been the biggest increase since coming out of lockdown. June, the first full month out of lockdown, was up 25% year on year. 

Tourism New Zealand’s scenario modelling from October indicated that market demand would have recovered to 99% of pre-COVID-19 levels, it’s encouraging to see the October figures outperform this modelling. 

Tourism is vital to New Zealand’s recovery and Tourism New Zealand is focussed on encouraging domestic travel through its Do Something New, New Zealand activity.  

This included new content and a song featuring Madeline Sami and Jackie van Beek that launched in October. The campaign has performed incredibly well achieving outstanding recognition with eight out of ten New Zealanders recalling seeing the video or other campaign elements.  

The campaign results also show it delivered on encouraging New Zealanders to do something new with over half of all New Zealander’s motivated to act having seen the campaign.  This is an encouraging sign for strong domestic demand over the summer months.