Growth in Kiwi visitors means guest nights increase in Rotorua

TOURISM BOOM: The number of guest nights in Rotorua is on the rise. PHOTO/BEN FRASER

Significant growth in Kiwi visitors is the driving force behind a boost for Rotorua's accommodation providers.

Commercial Accommodation Monitor figures released by the Ministry of Business, Innovation, and Employment show an 8.6 per cent increase in guest nights in November, compared with November 2016.

Although international guest nights fell 5.8 per cent, the number of domestic guest nights jumped by 34.2 per cent.

The average length of stay also increased slightly, from 1.77 nights to 1.8.

Motels had the largest increase, followed by backpackers.

Silver Fern Accommodation and Spa Room manager Paul Huck said business had definitely been busier in November.

"It's difficult to say why, pretty much from Labour Day in October through to April, we're fairly flat tack."

For the year ending November 2017, guest nights rose 4.2 per cent to 2,252,774.

Destination Rotorua consumer marketing manager Tom Worsp said the organisation, in partnership with the visitor industry through the Rotorua Tourism Investment Partnership Incorporated Society (RTIP inc), had a domestic marketing campaign, Famously Rotorua, which has been in market for four years.

"Destination Rotorua and RTIP won the Industry Alignment Award at the NZ Tourism Awards in 2016 for its successful collaboration.

"The Famously Rotorua domestic marketing campaign is aimed at changing the perceptions of Rotorua as a place to visit more often, stay longer and spend more."

Destination Rotorua chief executive Michelle Templer said growth in the value of the domestic visitor economy created brand advocates throughout New Zealand that had a "real impact not only on the decision making of domestic holiday makers, but also business delegates and international visitors as recommendations from friends and family greatly enhance Rotorua's appeal".

Worsp said the campaign was targeted at Auckland for its large population and close proximity to Rotorua, while in the past year there had also been a small focus on Christchurch.

"Famously Rotorua brand and campaign has undergone a refresh which represents our forests, lakes, geothermal and culture in a more modern and contemporary way."