Rotorua's iSite information centre has more visitors than any other centre in the country.
With 960,000 people through the iSite on the corner of Fenton St and Arawa St in 2010, the tourist information centre even saw more traffic than the 11 Auckland iSites combined on 900,000.
Queenstown did not report its
figure for the year but Rotorua was well ahead of Hamilton on 790,000 visitors, Christchurch on 500,000 and Wellington on 394,228.
In his report to Rotorua Tourism Committee, centre general manager Grant Delamore said the Rotorua iSite also offered one of the lowest brochure rack rates to operators - $60 a year cheaper than Tourism Wellington, $240 a year less than Tourism Auckland and less than half the rate at Auckland Airport iSite.
Almost 85 per cent of operational costs are met by revenue from commissions, advertising and non-ticket revenue. Rotorua District Council contributes 16 per cent of costs, largely coming from the targeted business rate.
The goal is to have it running at "break even" level by June 2012.
A customer number system for processing inquiries is one option being considered as this would allow visitors to browse the brochure racks while waiting for their number to come up instead of wasting that time queuing.
The site is open seven days a week.
iSite booking figures show more people are now booking accommodation online before reaching their destination, but most are unlikely to book attractions and activities once they get here.
