Visitor spend growing faster than visitor numbers

International visitor spend is growing faster than visitor arrival numbers, showing the value of visitors to New Zealand is increasing.

For the year ending 30 June 2018, total visitor spend was up 9 percent to $11.13 billion while visitor arrival numbers were up 4 percent to 3.78 million.

Average spend by visitors has also increased by 4 percent to $3,290 per visitor.

“Tourism New Zealand’s number one priority is attracting high value visitors to New Zealand.”

High value visitors are those who visit New Zealand off peak, visit multiple regions and spend more while they’re here.

“As previously forecast, visitor arrivals are continuing to grow, albeit at a more moderate pace over the short term,” says Stephen England-Hall, Tourism New Zealand Chief Executive.

“Over the long-term through to 2024, we expect positive growth from all markets with visitor spend exceeding $14.8 billion.”

Strong growth continues from two of our largest key markets, China and the USA, with arrivals increasing 11 percent each.

Arrivals from Japan for the year ending June 2018 remain stable with the previous year, while total spend has decreased by 12 percent to a total of $253 million.

“We’re seeing a positive transition in the Japan visitor market. The target independent professional segment which typically stays longer and visits more region is making up an increasing proportion of the market, while the active boomer segment which typically take shorter tour or package holidays is reducing.

“As the independent professional segment strengthens, we can expect to see higher total spend, with more regions benefitting from the Japan market growth.”