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For many hospitality businesses across Northland, summer is meant to be the season that carries them through the rest of the year. But this year’s run of wild weather has meant empty tables, cancelled bookings and a peak tourism period that has felt anything but predictable.
The impact has been particularly visible in tourism-dependent communities where hospitality and visitor numbers are closely intertwined.
Nicola Waldren, general manager of the Restaurant Association of New Zealand, says the region’s reliance on summer tourism means poor weather quickly translates into pressure for operators.
“The wild weather this summer has added pressure to hospitality businesses in Northland. It’s a region deeply dependent on domestic tourism during the summer months, and when visitor numbers drop suddenly during what should be a peak trading period, the impact is felt almost immediately — particularly for smaller operators who rely heavily on that summer revenue to carry them through the quieter months ahead,” Nicola says.
“Our most recent monthly sales data illustrated this. The Far North recorded a 4.7% decline in sales in January 2026 compared to the same month the previous year. That’s a significant drop at the worst possible time. However, the picture across Northland was mixed, with Whangārei and Kaipara less affected with sales drops. This speaks to the sometimes-localised nature of weather impacts. And encouragingly, the Far North bounced back strongly in February,” she says.
Hospitality businesses often operate on tight margins even during good seasons, and Nicola says disruptions during the busiest time of the year can have immediate consequences.
“Hospitality businesses are especially vulnerable during these disruptions because margins are already extremely tight, and many plan their staffing and stock levels around expected seasonal demand. For instance, in a region like the Far North, where the business model for many operators is built around a relatively short but intense summer season, when that demand doesn’t eventuate it creates immediate strain,” Nicola says.
The same weather patterns affecting hospitality operators have also disrupted travel across parts of the region, particularly where road closures and safety warnings have altered visitor plans.
Ben Chapman, head of destination at Northland Inc, says access disruptions have been a major factor for tourism businesses.
“The impact has been significant for tourism businesses directly affected by the Russell Road closure at Helena Bay Hill. The closure has disrupted access to Helena Bay, Ōakura, the Whangaruru Peninsula and surrounding areas. Access is still possible however the detour adds around 1.5 hours for visitors travelling from Auckland, which has inevitably influenced travel decisions,” Ben says.
“In the Bay of Islands we also saw weather-related closures and cancellations impacting tourism and hospitality operators during what would normally be a busy summer period. More broadly across Te Tai Tokerau Northland, the precautionary State of Emergency in the Whangārei District also influenced travel decisions at the time, with some visitors choosing to postpone or redirect their trips,” he says.
Despite the disruptions, Ben says the long-term outlook for tourism in the region remains positive.
“We see this as a temporary dip rather than a long-term shift in demand for Northland. Extreme weather is something our communities and industries are becoming more aware of as climate patterns shift, but the strength of the regional response during this event was remarkable. The support from councils, Civil Defence, iwi, hapū, marae and communities across Northland was incredible, and communication from agencies including MetService and local authorities was widely appreciated by operators,” Ben says.
“From a tourism perspective, we paused our promotional activity during the State of Emergency and reinstated it as soon as it was lifted. We’ve also brought forward our autumn domestic campaign to take advantage of the remaining warm weather and encourage visitation during key travel periods like Easter,” he says.
“Demand for travel to Northland remains strong and the outlook for tourism in Te Tai Tokerau Northland remains positive,” Ben says.
He says building strength across the visitor economy is becoming a priority.
“Building a more resilient tourism sector is a major focus for Northland. Through the Taitokerau Northland Destination Management Plan we are focused on strengthening the long-term sustainability and resilience of our visitor economy,” Ben says.
“Northland has a genuine year-round visitor offering, and we are continuing to grow markets that travel outside the traditional summer peak. That includes a range of special interest groups – from marine and fishing visitors through to cultural, cycling and walking experiences – which is an exciting area of growth for the region. Growing visitation through the shoulder and off-peak seasons helps operators build more stable and resilient businesses,” he says.
“We are also supporting the industry to strengthen capability around sustainability and climate response. The Tourism Carbon Footprint Project completed last year helped Northland tourism businesses understand and measure their emissions and identify practical opportunities to reduce them, while driving business efficiencies,” Ben says.
“Together, this work helps ensure tourism in Te Tai Tokerau Northland continues to grow in a way that is resilient, sustainable and beneficial for our communities,” he says.
