This marks a significant increase of 41 pc, or USD 3.4 billion, compared to the previous year
In the wake of New Zealand receiving mixed reactions to its newly implemented visa fee hike, Tourism New Zealand says international visitors have contributed strongly to its economy.
According to a press statement by Tourism New Zealand, data from the International Visitor Survey shows that international visitors spent USD 11.6 billion in the 12 months leading up to June.
This marks a significant increase of 41 pc, or USD 3.4 billion, compared to the previous year.
These numbers highlight that tourism remains New Zealand’s second-largest export earner, underscoring its vital role in our nation’s economy.
TNZ says that increased spending by international visitors has translated to more tourism jobs, productive businesses and vibrant communities.
Tourism New Zealand’s strategy to grow year-round and off-peak tourism focusses on increasing the value that international visitors bring to New Zealand’s economy and this is reflected in the latest spend figures.
TNZ says that its top three markets by spend between July 2023 and June 2024 were its neighbour Australia, which contributed USD 3.5 billion, the United States of America with USD 1.7 billion, and China which contributed USD 1.2 billion.
TNZ data shows that 28 pc of international holiday visitors travelled to four or more regions in the quarter between April and June 2024.
Tourism New Zealand is committed to supporting a productive and sustainable tourism industry year-round by focussing on growing off-peak visitation. We need to stand out from other destinations to achieve this goal.
TNZ says that its first major initiative to highlight off-peak experiences was the launch of the Stargrazing campaign last month, showcasing New Zealand’s world-class cuisine and stargazing experiences.
It says that to date, the campaign has achieved USD 32 million in equivalent advertising value (EAV), the amount we would have had to spend to reach the same number of consumers in the key markets.
TNZ says over 200 pieces of content have been published since the campaign’s launch by event attendees and international media outlets across all our key markets, including 9Travel (Australia), Frankfurter Rundschau (Germany) and Feast Magazine (UK).
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