Discussing its plans for the new fiscal year, which begins on July 1, Tourism New Zealand says that it is keen to boost international tourism receipts in the country by USD 5 billion over the next four years.

With tourism’s role in contributing to doubling exports, Tourism New Zealand has set a goal of growing international tourism by USD 5 billion over the next four years.

According to a press statement by Tourism New Zealand, the government has a goal to double the value of exports in 10 years and the tourism industry can contribute to this.

While New Zealand’s tourism sector recovery has been successful to-date, and the sector is now the nation’s second largest export, there is still work to be done, says TNZ.

It adds that out of the USD 5 billion, TNZ sets to achieve 70 pc or USD 3.5 billion of that coming from visitors in the off-peak period.

TNZ says that accounting the impact of seasonal visitation, visitor arrivals are returning to old patterns of peaking in summer and without intervention peak visitation is likely to grow faster than off-peak.

The statement adds that these seasonal peaks and troughs result in the sector struggling to operate productively year-round with jobs that are not secure, unused assets and airline connectivity falling in the off-peak.

The statement adds that for the next four years TNZ’s focus will be on promoting New Zealand as a year-round destination and growing off-peak arrivals. Productive and sustainable tourism growth presents an opportunity to support exports and the economy as we face tough economic conditions, while reducing seasonality challenges for industry.

“We recognise this goal cannot be achieved without strong partnership with industry and I look forward to working with you over the next four years to make real, sustained changed for our sector. My hope is that in four years’ time, our communities can offer steady employment to their people through a thriving tourism sector, businesses can turn a profit in every season, there are more flights and that New Zealand is a desirable, available, and loved destination year-round,” says René de Monchy, Chief Executive, Tourism New Zealand.

The statement adds that FY25 is the first year of TNZ’s four-year strategy, it will then focus on building a long-term pipeline of visitors at the same time as it aims to boost off-peak visitation in this year. Tourism New Zealand will do this by focusing on three areas, namely build desire for New Zealand as a year-round destination through brand awareness, to grow off-peak arrivals supporting sector sustainability and enhancing the visitor experience.