New Zealand has seen a steady increase in visitors from the UK despite unfavourable currency shifts and an explosion of low-cost carriers in Europe driving growth in short-haul holidays.
The UK market grew 6.5% in the year ending April 2006, totalling 310,170 visitors. The UK is New Zealand’s second largest market after Australia and the success of the Lions rugby tour last year saw UK visitors spending top the NZ$1 billion mark for the first time.
During the Lions’ two-month tour, UK visitors spent £15.7 million – twice what was spent during the same period in 2004. New Zealand has, however, experienced a decline in overall arrivals and spending from previously strong markets including Australia and Asia.
Growth slumped to 1.4% last year, down from the 8%-10% levels experienced over recent years. Unfavourable exchange rates and increasing competition from emerging markets have all been blamed.
However, Tourism New Zealand regional manager UK and Europe Barry Eddington said UK operators at TRENZ 2006 were keen to take on new product, such as heli-touring, and feature new regions, such as Catlins and Stewart Island, and the Bay of Islands.
Eddington says there has been a big shift away from conventional, commercialised tours towards authentic Maori experiences such as Footprints Waipoua, which offers eco tours of the Waipoua forest.
New Zealand is also increasingly viewed as a standalone destination, despite a rise in UK visitors travelling via Australia as a result of extra air capacity in recent years.
The retired market is driving growth from the UK, with 10.1% more travellers in the 55-64 age group visiting New Zealand last year than in 2004. In the 25-34 age group, arrivals increased by 2.2%.
“Part of our strategy will be to focus on young, interactive travellers,” said Eddington.
Ozzy Osbourne’s son Jack visited Queenstown in May to film his extreme sports show, Jack Osbourne Adrenaline Junkie, as part of Tourism New Zealand’s media programme.