Kiwis remain keen on travel – but it is an overseas holiday that is growing in appeal.
Strategic research agency Angus & Associates has been tracking leisure travel intentions in New Zealand and Australia since January 2021.
Managing director Chris Roberts says while a domestic trip is still the more likely choice, a trend towards overseas holidays that has been evident for the past year picked up speed in the latest quarter (March-June).
“Almost three out of every 10 New Zealanders surveyed say they are intending to travel overseas for leisure reasons in the next six months. A lucky few are planning more than one trip.”
In the latest quarter, 57 per cent of New Zealanders were planning a domestic trip in the next six months, down from 64 per cent in the same period last year.
Twenty nine per cent were planning to head overseas in the next six months, up from 21 per cent a year ago. Australia is the most likely destination (16 per cent, up from 12 per cent), with seven per cent looking at a Pacific Island holiday (was five per cent) and 10 per cent heading further afield (up from seven per cent).
“People in their twenties are more likely to be eying up a trip to Australia and Aucklanders are more likely to head overseas and less likely to travel domestically than residents from other regions.”
Chris says the Australian survey results show that Australians are also extending their horizons.
Nine per cent of Australians surveyed in the latest quarter say they are planning to visit New Zealand in the next six months (11 per cent a year ago). Four per cent want to head to the Pacific but 17 per cent are looking at the rest of the world, up from nine per cent a year ago.
“With the world now fully open to travel, New Zealand tourism operators will be in a very competitive fight to attract both Kiwi and Aussie visitors this spring and summer.
“We need to be investing in well-targeted destination marketing alongside destination management, to ensure that our communities continue to reap the economic and social benefits of visitor activity.”
The rolling survey collects data from more than 3000 New Zealanders and 2400 Australians per annum. Respondents in both countries are aged 18 years or more and the sample is representative of the general population by age, gender, and place of residence.
Survey respondents are asked about their intentions to undertake leisure travel, which includes holidays, visiting friends/relatives, or attending an event. It does not include travel for business, conferences, study, medical, or other purposes.
