Winston Aldworth: Luxury market is where the really big money lies

9:30 AM Tuesday Feb 5, 2013

The luxurious view of city lights as they streak across the water at sunset on Lake Taupo. Photo / Alan Gibson

Ah, looxury. That's us.

Another tourism trophy landed on the Kiwi mantelpiece last week with New Zealand named the World's Best Luxury Destination for 2013.

This accolade comes our way courtesy of the Chinese Luxury Travel Awards - a gala event that might have previously escaped our attention, but as we do upon hearing that a locally made Pale Ale has won big at the Tunisian Beer Awards, we'll take the bow thanks very much. Anyway, this luxury honour is a fitting award (this is a choice place) and it indicates the direction in which our tourism should proceed.

That direction is top end.

Forget all those backpackers who slide into the country with 1000 bucks in their pocket and muck about in freedom campervans, picking fruit to make ends meet before sliding out again with about $900 in their pocket. We want the fat cats on these shores (apologies to Gareth Morgan).

We want loaded Americans - and increasingly loaded Chinese - who buzz in first class and drop a couple of grand in a top-end Auckland restaurant before flying down south to spend a few nights in the sort of luxury lodges that are beyond the reckoning of the average Kiwi. And certainly beyond our means.

China is now our second-biggest source of visitors, and it's great to be their idea of luxury.

By Winston Aldworth @WinstonAldworth

Onsos (New Zealand) | 10:32AM Tuesday, 05 Feb 2013

It's not as clear as this. If we want tourists who drop a lot of money into our economy, then probably the best market is those Europeans, particularly Germans, who have strong wages and 6 weeks of annual leave, and we want them to rent cars and drive around for 6 weeks. We also want those tourists who do long packaged tours with NZ owned and operated companies.

Those backpackers are often good as well, because they often drop several thousand dollars (as opposed to the $100 lampooned here) into our economy, and fill a gap in the labour market.

The luxury market is a bonus.

The tourists who are less helpful to our economy are those that visit NZ briefly, and spend almost all their money with foreign-owned and operated shops, accomodation, transport and food businesses.

Kiwimac () | 01:53PM Tuesday, 26 Feb 2013

"And certainly beyond our means."

Speak for yourself old chap. Certainly within our means although overpriced in NZ for what you get so we rarely actually bother.

I actually run a tourism business catering to that sort of client and Americans think two things most commonly: one, NZ is very expensive and two, all the restaurant menus are a variation of the same dishes!