"International tourists that are here know there are things to do.
"If they are moving from Napier to Auckland, they will come via Rotorua and stay for a night or two. We know our hotel and motels here are seeing a lot of business.
"We are seeing a good number of visitors."
Rotorua Association of Motels president Barry Mabey said the busy summer had not stopped, with international visitors who had come to the country for the Cricket World Cup making trips to Rotorua.
"It has been a very good summer, and hopefully it never slows down. We thought February was going to be tough, but we have seen people coming in for the Cricket World Cup.
"Once they start playing games up here it will be really, really busy," he said.
Polynesian Spa director Martin Lobb said Cricket World Cup fans had been visiting the spa.
"February is gong really well with the Chinese New Year and Cricket World Cup fans coming in."
Inner City Focus Group spokesman Mike Steiner said he was expecting cricket fans to make the trip to Rotorua.
"People are starting to notice who we are, what we have here, and what we do, and what we have to offer ... we would hope there would be some economic spin off for Rotorua."