Northland tourism growth surpasses national average

14 August, 2007

DESTINATION NORTHLAND : MEDIA RELEASES 2007

Northland's tourism industry has recorded a year of exceptional growth, increasing visitor numbers at a faster rate than the national average, expanding its market share and creating new jobs.

Destination Northland manager Robyn Bolton says visitor numbers nationally have been growing steadily for about a year – a welcome trend following a flat period.

“It has been evident for some time that Northland is performing well but to exceed the national rate of growth for a sustained period of a year is a significant achievement,” she said.

Statistics New Zealand figures show that during the year to June, visitor numbers to Northland increased at a rate of 4.1 percent, compared with the national average of 2.8 percent.

In addition, Northland has increased its market share relative to other New Zealand tourism destinations – a number of which have larger visitor promotion budgets.

The gains are reflected in the equivalent of 340 new full-time jobs which have been created over the past year in the region's tourism industry, which employs one in nine Northlanders.

Ms Bolton highlighted three major factors which had contributed to the strong performance:

•  Investment in well-researched new accommodation, restaurants and activities. This has easily topped the $175 million mark over the past three years. “New attractions give visitors new reasons to come to our region and to stay longer.”

•  The willingness of tourism operators to help fund co-operative efforts to promote the region as a whole. Tourism operators provide the lion's share of the regions annual marketing activity.

•  The three-year Activate Northland project, the biggest-ever initiative to build the capability and lift the performance of Northland's tourism industry.

Ms Bolton said there are strong signs that the current momentum will continue.There is more new investment either planned or already underway.

A $6 million expansion project has been announced at the Copthorne Hotel & Resort Bay of Islands. Meanwhile, InterCity Group – New Zealand's largest land transport and tourism operator – has formed a partnership with tour operators Footprints Waipoua and Crossings Hokianga to run a daily transport service between the Bay of Islands and the Hokianga. This alone is expected to attract 15,000 more tourists to the Hokianga and inject more than $4 million into the local economy during the next three years.

Northland recently hosted the annual conference of the Inbound Tour Operators Council (ITOC) – the members of the travel trade who market New Zealand destinations to tour organisers overseas. This was the first time the conference had been held in Northland since 1993. The event demonstrated Northland's ability to host a major conference, while also providing an opportunity for operators to experience first-hand what the region has to offer and to view the new developments.

The upcoming cruise ship season is shaping up to be as successful as last summer, which saw 22 cruise ships visit Northland, carrying a total of more than 12,000 passengers and bringing a retail spend of almost $2 million.