TNZ looks for strategies to manage visitor numbers during peak season

Published on : Wednesday, June 17, 2015

Tourism New Zealand2Tourism New Zealand’s (TNZ) new marketing strategy has made the industry grow in leaps and bounds. In spring and autumn the sector saw a jump from $8 million to $60 million visitors. The authorities feel that it is very important to spread the visitors to cope up with the year round influx.


The new 100 per cent Pure Campaign is aimed to properly channalise the visitors as the numbers are said to hit a high of 3 million. The campaign will be launched from July 1.


In the last year the hotels became so crowded that Tourism New Zealand (TNZ) has decided to increase its budget from 12 per cent last year to 80 per cent this year to provide better facilities. The country does not wish to take the risk of losing its tourists. In the peak period of February maximum tourists arrive and the hotels and resorts observe almost 60 per cent occupancy.


Tour operators also feel that September to March is another peak season for international tourists. During Christmas local New Zealanders make up for maximum visitation and during summer vacations it is mostly European tourists who come to New Zealand.


Chinese tourists are also growing in numbers. Earlier they used to travel in groups but now they come individually. German tourists are also growing in numbers. In the peak season as many as 350 tourists visit Cape Reinga.


Seasonality is another factor that drives tourism in New Zealand. When in peak seasons the buses are crowded with almost all seats occupied, in the winters tourism flow drops to as little as 20 people. In the peak tourist season Northland earned $575 million from the tourism industry with 60 per cent occupancy but dropped to 25 per cent in January. Where tourism is the most important industry and other trades like timber and farming do not yield much profit it is important to focus on the tourism business and look for means to promote it even in the winters.


There are some problems that keep challenging the tourism industry. Tourists like to visit the lesser explored areas that are in plenty in New Zealand. They depend on rental cars and at times the cars meet with accidents. But the biggest issue is the overcrowding during peak season. It is important to spread tourism as the numbers will continue to rise and tourists will have to be channalised to the other attractive places of New Zealand is order to balance the flow.

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