Increased visitor numbers a good sign for Northland tourism

20 December, 2006

DESTINATION NORTHLAND : MEDIA RELEASES 2006

Northland tourism operators are hoping that a sustained lift in visitor numbers over recent months will translate into a bustling summer season.

Latest figures from Statistics New Zealand show that Northland's visitor nights for October were up 14.3 percent on last year – exceeding the national increase of 4.7 percent.

Destination Northland manager Robyn Bolton says this follows modest gains in July and August, and a 4.5 percent jump in September. “This is a very welcome trend, with solid increases in both international and domestic visitor numbers. ”

The average length of stay in Northland also rose, from 1.8 nights in October last year to 2.0 nights this year, again ahead of the national average.

All of Northland's key international markets – Australia, the United Kingdom, Europe and the United States – delivered substantial increases.

“Those are the markets where we focus most of our marketing efforts and it's rewarding to see the results coming through,” said Ms Bolton. “We target them because they stay longer and we know they like what Northland has to offer – an unspoiled natural environment and authentic experiences.

Domestic travellers – which represent two-thirds of Northland's visitors – also showed a pleasing increase, with domestic visitor nights up by 9.1 percent in October.

Ms Bolton said new investment in Northland's tourism industry had also played a strong part in attracting more visitors and encouraging them to stay longer in the region. In the Bay of Islands area alone, major accommodation developments which are currently underway have an estimated total value of around $75 million and will add approximately 400 new rooms this season, most of which are already available.

There has been further investment by activity operators – one example is national coach line Intercity's purchase of Paihia-based Kings Dolphin Cruises & Tours, while Dive! Tutukaka has recently taken delivery of a new vessel. Crossings Hokianga is another new product which linked with Footprints Waipoua is helping to create a better regional spread of visitors.

This summer, Northland will also be welcoming 23 cruise ships, carrying a total of more than 12,000 passengers and bringing a retail spend of almost $2 million dollars.

Ms Bolton commented: “This follows a period in which Northland, along with the rest of the country, has been working to overcome a flattening in visitor numbers, caused by a combination of factors including the high New Zealand dollar, rising fuel costs, terrorism fears and competition from other markets.

“This is a very positive indication that we may have turned the corner. ”