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A NEW report indicates foreign tourists are looking to move away from the major cities in favour of more “authentic” Kiwi holidays in provinces like Gisborne.
In its latest report on the tourism sector, consumer behaviour analysts Marketview looked at the spending patterns of tourists around the country.
It found that over the last three years Gisborne experienced a 143 percent rise in the amount spent here by visitors from emerging markets of China, South America, India and Indonesia. This was double the percentage increase experience in Auckland.
Tourism Eastland chief executive Stuart Perry said while the region had yet to feel the full effect of the emerging markets, it was starting to have an impact.
“There are certainly more discerning tourists coming to NZ and looking for the ‘Pure NZ’ experience. Visitors are starting to recognise that to get that experience, they need to move off the ‘golden mile’ and head out into the more remote regions.
“The credit card spend is showing that increase and while we have had a steady flow of Asian tourists in the past, recently there has been a marked jump in their visibility here out east.
“Like all previous emerging markets, there is a desire to visit somewhere different. With the unique attributes of Gisborne, the East Cape and all points in between, the free independent travellers (FIT) are discovering this wonderful destination.”
Moving from 'cluttered' destinationsMr Perry said he expected a push into the Eastland region as tourists moved away from other visitors in the “cluttered” traditional tourist destinations.
Social media meant it didn’t take long for the word to get around.
“Expect to see a lot more travellers from China, the sub-continent and South America in the near future.”
Marketview managing director Stephen Bridle said the report was good news for regional New Zealand.
“Our figures show confident, independent tourists want unique and authentic experiences centred on specific interests. Those here for cycling, golf, fishing and even shopping can find something uniquely Kiwi almost anywhere in the country.”
Mr Bridle said those experiences originally geared to the domestic market, such as cycle trails and ‘alternative’ wine tours, were garnering international attention.
Tourists from new markets“In addition, we’re seeing tourists coming to New Zealand from new markets. The number of travellers from China, India, Indonesia, Argentina and Brazil has grown by over 80 percent over the past three years, and the collective value of their credit card spending here increased by 87.4 percent.”
Although locations like Queenstown, Rotorua and Auckland had the lion’s share of the market spending, that spending grew by only 83.2 percent in the three-year period.
While still a healthy jump, the spending value of these cardholders outside of these mainstream centres grew 165.5 percent over the same period.
“While these new regions are working from a lower base, it’s interesting to see this new trend emerge in one of our core export markets.
“Regional economies have a great opportunity to take advantage of this new generation of tourist. They will need to work strategically to ensure they maximise their advantage but it’s a game open to all-comers.”