Record numbers of tourists visited Rotorua's i-SITE during the Christmas and New Year period, with tourism-related businesses reaping the rewards.
The news can only get better for Rotorua tourism and accommodation providers with major events being hosted in the city in the coming weeks and months, including the national rugby sevens competition, Raggamuffin and the Rotorua Bike Festival.
Rotorua Travel Office and i-SITE manager Graham Brownrigg said staff had been rushed off their feet with about 40,000 people visiting the i-SITE since Christmas.
"December started slow with the first two weeks trailing last year by 12 per cent, then it picked up in the last two weeks and we finished 5 per cent up for the month."
He said there had been a lot of New Zealand-based families through the site this year.
On Thursday last week the site broke a record for the most number of visitors in one day with 5078 people, up from 4750 last year.
He said ticket sales for local tourism providers were up 21 per cent with customer numbers and dollar spend also up.
Detailed statistics won't be available until the end of January, but Mr Brownrigg said a record number of brochures had been distributed since Christmas.
"I personally spent most of Thursday just restocking the brochure racks. Over 10,000 were taken, including more than 2000 Rotorua Visitor Guides, that day."
He said more than 60 bus, coach and shuttle movements per day to the Fenton St site meant the town was full of tourists.
"The sales increase is down to a few changes that we have made within the i-SITE - better layout, staff out on the floor engaging with customers and better promotion areas," he said.
Rotorua Association of Motels president Fiona Suurenbroek said in the last few weeks motels had been full to capacity.
"It's been absolutely nuts, which is really good."
She said between December 27 and January 4 most of the city's motels were full and were struggling to find space for guests. "There were a lot of people wanting to stay extra nights ... it's a really good situation to be in and let's hope it lasts."
Skyline Rotorua general manager Bruce Thomasen said he was looking forward to one of the busiest summers on record.
"The town is humming and we are reflecting that as well.
"It's been consistently busy with great numbers since Boxing Day. It's just good, solid business.
"We have been very strong domestically with a sprinkling off the cruise ships and some internationals," he said.
Blue Lake Top 10 Holiday Park owner operator Sheryl Murray said the park had been extremely busy and she was looking forward to the rest of the summer season.
"We have been full almost all of that time.
"Our powered sites are full of international tourists ... and two thirds of our non-powered sites are full as well.
"All the units have been full so we've been very happy and our staff have coped extremely well.
"It looks good for all of January, gaps are already filling for Auckland Anniversary weekend," she said.
Destination Rotorua Marketing manager Oscar Nathan said investment in their Famously Rotorua domestic tourism campaign was paying off.
"Early indications have been very positive, with the town full from Christmas through to this weekend.
"With the best of summer events and weather still ahead of us we're looking forward to a strong summer visitor sector performance," he said.