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On December 4, Tourism New Zealand shared news of fresh insights from their report: Views on Tourism that sheds light on public opinion surrounding the industry.
Here’s what it showed:
Conducted between October 2023 and September 2024, the report dives into New Zealand residents’ opinions on tourism’s value, exploring its benefits and challenges, and contrasts these with perspectives from Australia and Ireland.
A growing divide in sentiment
The research reveals a subtle perspective, that while New Zealanders overwhelmingly recognise the economic and cultural value of international tourism, concerns about infrastructure pressures and environmental impacts persist. In the report, 36 per cent of residents feel that visitors exert excessive strain on the country’s resources. This opinion highlights a critical balancing act for policymakers and industry leaders.
Strategic shifts for sustainable growth
A spokesperson for Tourism New Zealand emphasised their commitment to sustainable and inclusive tourism strategies and says: “As New Zealand’s tourism marketing organisation, we know that maintaining support for tourism among New Zealanders is vitally important”.
“We are also focused on growing year-round visitation with a focus on the off-peak months from March to November. The Views on Tourism research indicates that New Zealanders support this approach as a way to relieve perceived pressures on the country.”
The report also highlights a shift in resident views, with 93 per cent agreeing that international tourism is beneficial—an increase of 2 per cent from the previous year.
Additionally, 82 per cent of residents now feel they benefit personally from local tourism, citing enhanced business opportunities (38 per cent) and job creation (37 per cent).
Economic benefits beyond peak seasons
Within the report, Tourism New Zealand’s strategies include addressing the industry’s seasonal challenges, a move designed to widen economic benefits across regions.
“We want tourism to benefit communities all over the country.
“Our off-peak focus seeks to alleviate the industry’s seasonal visitation challenge by growing off-peak visitation alongside its work to support peak visitation. This will create sustainable and productive growth using existing infrastructure, enabling businesses to operate year-round and alleviating peak visitation impacts on communities,” says a Tourism New Zealand spokesperson.
Global comparisons
In the report, when compared with Australia and Ireland, New Zealanders demonstrate a unique blend of pride in tourism’s contributions and concerns over its impact. This contrast points to the need for innovative solutions that not only sustain visitor numbers but also address the infrastructure and environmental challenges that come with them.
Environmental responsibility
With mounting concerns about tourism’s environmental footprint—expressed by 67 per cent of residents in the findings, Tourism New Zealand has embraced the Tiaki Promise, a campaign promoting responsible travel and care for the environment.
“New Zealand’s people, culture and natural environment are what make us unique. We all have a shared responsibility to look after our place and people and to help others do the same. Tiaki – Care for New Zealand encourages all to care for Aotearoa New Zealand,” says a Tourism New Zealand spokesperson.
