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Australian travellers embraced the winter season in Ōtautahi Christchurch this year, with the city recording a strong rise in visitation and spending — giving the local economy a welcome boost.
In the three months to August 2025, international arrivals in Christchurch reached 90 per cent of pre-COVID levels, up 17 per cent year-on-year, outpacing the national growth rate of just 5 per cent.
Marketview data shows international in-store card spend rose 26 per cent, or $13.1 million, compared to the same period last year. Between June and August, Christchurch welcomed an additional 7,539 passengers from Australia, marking a 19 per cent increase on 2024 figures.
The results follow the launch of Winter Different, a targeted marketing campaign positioning Christchurch and the wider Central South region as a must-visit winter destination. The initiative was supported by $600,000 in funding from the Ministry of Business, Innovation and Employment’s Regional Tourism Boost Fund, designed to showcase the region’s unique winter experiences.
ChristchurchNZ head of destination Kath Low says the growth highlights the impact of strategic international marketing.
“We know winter is generally tough for our tourism operators, so it has been fantastic to see this stand-out performance across the season,” Kath says. “The colder months are really special in Christchurch and its surrounding regions, so it’s great to see our Australian neighbours coming to experience a little of that winter magic too.”
During June, Australian visitors spent an average of $290 per day, with their average length of stay rising to 9.5 nights, up from 9.3 in 2024. Around 2.2 nights were spent in Christchurch itself, underlining the city’s growing appeal as a winter base.
Based on these figures, the estimated economic impact for the Central South region is $20.77 million, with Christchurch’s share at approximately $4.8 million.
The campaign included a partnership with Webjet, generating more than 1,100 direct flight bookings and showcasing over 150 exclusive deals across accommodation, hospitality and activities. It was delivered in collaboration with Destination Kaikōura, Development West Coast, Mackenzie Tourism, Visit Hurunui, and Venture Timaru.
ChristchurchNZ says the results reflect the combined strength of national and regional marketing efforts, including Tourism New Zealand’s Everyone Must Go campaign and ChristchurchNZ’s own winter promotion.
“These results underscore the value of strategic marketing and international partnerships in driving visitor growth and economic benefit for the region,” says Kath.
