Destination Rotorua Marketing consumer marketing manager Brenna Townshend said the increase of Wotif bookings was a great result for the region with recent domestic marketing activity, such as the Famously Rotorua campaign and local events, likely attributing to the growth.
"We've been sharing stories with New Zealanders about Rotorua's incredible array of tourism attractions while also encouraging them to explore our natural assets like the forest, lakes and rivers, which has been really well received.
"By marketing events, suggested itineraries, seasonal trip ideas and blogs, we're working to capture the imaginations of Kiwis for their weekend getaways and holidays.
"Rotorua has also had some significant events over summer drawing crowds to the city including GLO Festival, NZ National Rugby Sevens and Raggamuffin."
Other North Island destinations such as Taupo and Hamilton also proved popular with both rising 11 per cent compared to the same time last year.
Ms Piggott said the top three South Island destinations were consistent with last year.
The top 10 NZ destinations for summer school holidays
1 Auckland
2 Wellington
3 Rotorua
4 Queenstown
5 Christchurch
6 Taupo
7 Napier
8 Hamilton
9 Dunedin
10 Nelson
