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Rotorua business leaders are calling for greater collaboration across business, key stakeholders, and local and central government to continue rebuilding Rotorua’s reputation and reimagine the inner city.
The comments are a common theme in the latest Rotorua Business Pulse Survey, which also reflects a greater level of confidence across several key indicators.
Undertaken twice-yearly by RotoruaNZ and the Rotorua Business Chamber, the seventh Pulse Survey was released today.
The survey was completed by 96 local business owners, CEOs and GMs in April 2025.
RotoruaNZ chief executive Andrew Wilson says the findings highlight a business community that is resilient, forward-looking, and ready to embrace change.
“Sentiment has lifted over the past 12 months, both for business in Rotorua, and for leaders’ outlooks across the country. More than 40 per cent of respondents noted the continued recovery of international tourism, while 42 per cent said they feel more positive about Rotorua’s tourism and events sector for the year ahead.
“These are significant results for Rotorua, confirming that things are on the right track locally.
“A great deal of work has been done over the past three years, and we are seeing the positive impact of that collective effort. There are obviously still some challenges, but it’s encouraging to see growing optimism, strong confidence in business strategy, and an appetite for innovation. These results reflect a city that’s finding its feet again and building momentum.”
Rotorua Business Chamber CEO Melanie Short says she is encouraged by the latest survey’s results, and supports the need for a collaborative approach to sustainable growth for Rotorua, its key sectors, and local businesses.
“One in five respondents highlighted the strength of Rotorua’s collaborative business community – reinforcing what we all know to be true about our city. It’s a great place to live, work and play.
“These business sentiments are important as we head into local government elections this year. Together, we can build on everything that already works for us, and create an innovative, exciting future for everyone in our community – and for future generations.”
Rotorua Airport chief executive Nicole Brewer says air connectivity remains a critical enabler for business growth and collaboration will be essential to improving the status quo.
“Air connectivity continues to be a clear theme in the Business Pulse survey, and we know how vital reliable services are to Rotorua’s business community. Direct feedback from businesses helps us advocate more effectively with Air New Zealand, and strong local support plays a key role in sustaining and growing our services. We’re committed to working in partnership with our business community to help shape a more connected future for the region.”
“It’s really encouraging to see positive progress in areas our Council has been working hard to improve, such as our visitor economy and attracting great events,” says Rotorua Mayor Tania Tapsell.
“It’s competitive out there so we’ve really gone above and beyond to get exposure and promotion to key domestic and international visitors. As Mayor I teamed up with RotoruaNZ and local tourism businesses to promote Rotorua as a top destination to visit – it’s so great to see positive results coming through from this work already.
“We appreciate there are still some improvements needed. I recently met with the chief executive of Air New Zealand and he’s committed to a further discussion regarding our local issues of flight cancellations and reliability.
“I’m excited to have $9.9 million of funding and action committed to improve our inner city over the next few years, as well as finishing and reopening the Rotorua Museum.
“Rotorua has an exciting future ahead of us, investing in what matters to our community and encouraging private investment as well to really lift our district.
“Thank you to all our local businesses who have taken part in this survey. It helps us to focus on what’s important and fix what is not working to ensure we’re delivering a better Rotorua for all,” says Mayor Tapsell.
Additional key themes:
Sentiment over the past 12 months has lifted, with net confidence scores for Rotorua increasing from -29 per cent to -11 per cent, and for the whole of Aotearoa New Zealand rising from -42 per cent to -28 per cent.
Positive sentiment sits at +41 per cent for respondents’ own businesses, alongside increased confidence in profitability, supported by stronger views on pricing and affordability.
Respondents were most confident in their own business strategy (28 per cent) and organisational culture (25 per cent).
Geopolitical volatility, driven by global trade tensions such as recent U.S. tariffs, was the highest-ranked concern.
Fewer respondents expressed concern about central and local government regulation.
Workplace stress remains an issue, with nearly one-third rating it at least eight out of 10.
Profitability pressures continue to weigh most heavily, though concerns about finding and retaining skilled staff have eased.
For the first time, more than half of respondents reported using AI tools in their business – now the top-rated action under sustainability.
There was strong support for transforming Rotorua’s inner city into a vibrant mixed-use precinct, with many calling for boutique retail, pop-up vendors and entertainers, and safety improvements to respond to a changing retail environment.
While most respondents agreed the inner city is clean and well-maintained, fewer saw it as attractive to new investment.
Flight connectivity and capacity continues to be a concern, with flight cancellations, limited schedules, and high fares prompting some to travel by car or via other airports.
Asked to describe Rotorua in one word, half of respondents chose positive terms like “resurgent” or “unique”.
“We appreciate there are still some improvements needed,” says Mayor Tapsell.
“I recently met with the chief executive of Air New Zealand and he’s committed to a further discussion regarding our local issues of flight cancellations and reliability.
“I’m excited to have $9.9 million of funding and action committed to improve our inner city over the next few years, as well as finishing and reopening the Rotorua Museum.
“Rotorua has an exciting future ahead of us, investing in what matters to our community and encouraging private investment as well to really lift our district.
“Thank you to all our local businesses who have taken part in this survey. It helps us to focus on what’s important and fix what is not working to ensure we’re delivering a better Rotorua for all.”
These survey results come as wider confidence in Rotorua’s future builds. Recent coverage in the Rotorua Daily Post highlights planned investment and steady tourism growth, while local leaders are calling for continued ambition and bold thinking to ensure Rotorua thrives as a vibrant, future-ready destination.
