New research from the latest Rotorua visitor perception survey, conducted by Angus and Associates, looks at what both international and domestic visitors think of Rotorua, as well as analyses any plans to visit soon.
“With the borders starting to open up again, we want Rotorua businesses to be as ready as possible with relevant data and insights,” says research and insights manager Justin Kimberley.
“At the same time, we’re trying to make information more accessible and self-serviceable with interactive dashboards.”
Demographics
The research shows that Auckland is Rotorua’s largest market, with 42 per cent of visitors. Waikato (18 per cent) and Bay of Plenty (12 per cent) are the next largest, respectively.
Rotorua continues to be a destination for families, with almost 40 per cent of visitors having young children and another 15 per cent travelling with older kids. “We are underperforming the ranks of the solo traveller,” says Justin.
Travellers in the 50-plus age brackets aren’t as likely to travel to Rotorua compared to the rest of New Zealand.
More than a third of Australian travellers have visited Rotorua; a quarter haven’t visited but know what you can do here; another quarter have no idea what you can do here; and 15 per cent have never heard of Rotorua.
“It’s a small sample base of those who travelled here in the last 12 months,” says Justin.
What people think
According to the research, Rotorua is top of mind for mountain biking, level with Queenstown as being a top mountain biking destination, and come out second behind Queenstown for being a family destination.
Travellers have strong associations with nature-based activities and Rotorua, being the top in the country, and it is in the top cohort for being a place you can relax and unwind.
Kiwis continue to strongly associate Rotorua with geothermal and Māori culture. This is also apparent in the first thing that comes to mind when Kiwis think of Rotorua Рsmell, hot pools, mud pools and geothermal.
Some of the nature-based activities such as mountain biking, hiking and parks are middle of the pack.
Rotorua continues to be a highly appealing destination to both recent and potential visitors, with 89 per cent and 82 per cent, respectively, saying that it’s an appealing destination.
More than a third of New Zealand travellers plan to visit Rotorua in 2022. “This is in line with pre-COVID levels,” says Justin.
“We’re up against the ‘been there done that’ attitude, with more than half claiming that this is the main barrier to visiting Rotorua.”
Australian travellers say Rotorua is seen as a destination with lots of nature-based things to do, in line with Bay of Plenty and Queenstown.
The research shows Aussies see Rotorua as relaxing and unwinding is a strength of Rotorua too, following Queenstown and Bay of Plenty, and being a family and mountain biking destination are areas for improvement.
In terms of what Australians associate with Rotorua, it’s a similar order of experiences: geothermal, MƒÅori culture and scenic sight-seeing.
Shopping, mountain biking, adrenaline and water activities are at the bottom of the Aussie’s list.
“Rotorua is a highly appealing destination for Australian travellers, with almost half claiming this, and another 38 per cent saying it’s somewhat appealing,” says Justin.
“We can expect a large contingent of Australian travellers to visit us in the next year, with almost a quarter saying they will definitely visit, and another 40% saying they will probably visit.
“These ‘definite visitors’ are generally in the ‘young family’ category, with many in the 30-to-49 year age bracket and with children aged 14 and under.
For the full report, visit: www.rotoruanz.com
