Conservation achievements may be the focus of the Great Walk’s 30th birthday – but the marketing concept’s tourism success offers plenty to celebrate.
Since its establishment in 1992, The Great Walks have solidified New Zealand’s reputation as a top walking destination, says DOC heritage and visitor director Tim Bamford.
“Thanks to its impressive natural landscapes, New Zealand was considered a walking destination before the Great Walks were set up – though the Great Walks have helped grow that reputation,” says Tim.
“DOC was set up in 1987 and it took some time for it to be recognised as a key player in the tourism industry, but national parks have always been a key drawcard for visitors, both domestic and international.
“The Great Walks are a big driver for international visitation.”
Prior to COVID-19, the Great Walks received about 93,000 visitors annually and more than half of the visitors staying in huts were international visitors.
In 2019, one in 10 visitors to New Zealand claimed to do a Great Walk on their holiday.
The Great Walks also attract high levels of domestic tourism and drew many Kiwis to more remote areas while COVID-19 border restrictions were in place.
DOC booking data shows 75 per cent more New Zealanders undertook a Great Walk in summer compared to the previous year.
Tim says there is still strong demand for Great Walks from domestic visitors.
“It’s difficult to predict visitor patterns but we expect the high level of domestic demand will continue for 2022/23 at least; bookings from New Zealanders accounted for 85 per cent of bed nights booked – more than 100,000 – in the first week that bookings opened this season.
“We may see domestic numbers drop back a bit as some New Zealanders take advantage of easing border restrictions and travel overseas, or as overseas visitors come back to New Zealand in greater numbers and book some of the spaces on tracks with limited capacity.
“It’s hard to say what will happen with domestic visitor numbers on Great Walks in the next few years due to uncertainty around factors like Covid-19 restrictions and the general economic conditions.”
Tim says DOC does not have data on how much direct spending is generated from Great Walk visitors, “but we know they make a significant economic contribution to local communities and the tourism industry.”
“They attract people who stay in the regions for multiple days and use local services such as accommodation, hospitality, equipment rental and transport.”
