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There is a strong perception that New Zealand can be enjoyed in any season, according to new Tourism New Zealand research.
Tourism New Zealand’s four-year strategy is to grow year-round visitation to New Zealand with a focus on the off-peak months from March through to November.
“To understand our audience, we undertook a significant piece of research to find out more about travellers’ motivations and barriers to help shape our work for the next four years,” says chief executive René de Monchy.
“The research found that 81 per cent of the audience surveyed would consider visiting New Zealand during the off-peak period. It also found that destination choice is the primary factor when planning a holiday, followed by the time of year to travel.
“These insights show that we still need to inspire people to choose New Zealand first, but the opportunity is there to encourage sustainable year-round growth for our second largest export,” he says.
The research also uncovered a range of insights for the tourism industry to use to help grow off-peak visitation.
“The industry has an important role to play here too, and these insights will help to shape their offering in all seasons so visitors can have their dream holiday in New Zealand no matter when they choose to visit.”
