New Zealand Tourism aims to increase off-peak travel opportunities

Tourism New Zealand (TNZ) is making strides to boost off-peak visitation in order to sustain the growth of the tourism sector in New Zealand. With visitor arrivals returning to pre-lockdown levels, TNZ is focusing on spreading out the peak visitation throughout the year to ensure a more sustainable and productive industry.

TNZ’s chief executive, René de Monchy, revealed that the tourism sector is now the country’s second largest export following the launch of their new four-year strategy for 2024-2028. The goal is to increase international tourism by NZ$5 billion over the next four years, with 70% of that growth coming from off-peak visitors.

In the first year of the strategy, TNZ will concentrate on building New Zealand’s reputation as a year-round destination, increasing off-peak arrivals, and enhancing the overall visitor experience. This approach aims to alleviate the industry’s seasonal visitation challenge and support the government’s export growth goals.

RealNZ, a travel company offering experiences such as cruises in Fiordland and winter holidays in Queenstown, has already adjusted its operations to cater to the traditional shoulder seasons. This shift allows them to retain more staff, utilize their locations more effectively, and provide a better guest experience.

Similarly, the New Zealand International Convention Centre (NZICC) believes that the business events sector can play a crucial role in spreading out tourism across the seasons. By attracting international congresses and business events during off-peak months, NZICC supports TNZ’s vision of boosting off-peak visitation and enhancing the overall tourism experience in New Zealand.