New Zealand is a country which takes the yield and distribution of its tourism seriously
New Zealand is a country which takes its tourism seriously – the Ministry of Business, Innovations and Employment publishes monthly data on spend by domestic and international tourists. It does this because it needs to monitor the success, or otherwise, of Tourism New Zealand’s efforts to grow the tourism yield and improve its distribution throughout the country. Contrast this with the primitive focus on arrivals in much international discussion of tourism.
The Ministry of Business, Innovations and Employment is not the line ministry for Tourism New Zealand. They take a more whole of government approach to tourism in New Zealand – and it works. Despite New Zealand being one of the most remote destinations in the world. The Regional Tourism Indicators (RTI) are based on electronic card transaction data and provide monthly data on both international and domestic tourism expenditure at a regional level. 2008 is the base year for international visitor spend, the rolling average index in IS 87, reflecting a 13 per cent decline since 2008. For domestic visitor spend, the rolling average index is at 108, reflecting an 8 per cent increase since 2008.
They are now publishing a rather fine graphic which demonstrates the distribution of tourism spending both spatially and temporally. It is worth a look. Link
The Prime Minster gets it:
“New Zealand needs tourists who spend more money, rather than just more people through the airport gates, says Prime Minister and Tourism Minister John Key.
A report on the industry shows that although more visitors are arriving, they are staying for fewer days and spending less money.
That’s partly because a large proportion of the growth in visitor numbers had been in low-spending Australians.
Mr Key said the Government intended to spend $500 million in the next four years on tourism promotion, including an additional $158 million announced in this year’s Budget.” Source eTN 26th November 2103
