According to recent data released on the New Zealand Tourism corporate website, demand for domestic holidays remains strong, with 70 per cent of New Zealanders planning to take one in the next 12 months, 44 percent of whom have already booked aspects of their trip.
Over the first half of 2023, there is an opportunity to capitalise on the immediate demand of domestic holidays over upcoming long weekends, but also cater to those seeking to travel outside peak holiday times (with 34 percent planning to travel outside of school holidays)
Tourism NZ recommends focusing on driving short breaks and long weekends: they are the preferred holiday types, and demand for longer trips is declining due to New Zealanders experiencing financial constraints and prioritising overseas holidays
According to Tourism NZ, there are a number of drivers for domestic holidays.
They suggest Tourism NZ can capitalize on the strong demand for domestic holidays by focusing on key holiday motivators, such as relaxation, visiting family/friends, and exploring more of New Zealand.
Targeting required
They also suggest that by tailoring marketing efforts to specific segments – such as targeting ‘here & now’ers for short breaks and long weekends, and ‘Lux Adventures’ for holidays centred around specific activities – TNZ can effectively drive demand for domestic holidays
Additionally, they suggest a focus by TNZ on activities promoting New Zealand’s spectacular natural scenery, opportunities for relaxation and cost-effective accommodation options.
Tourism NZ suggests that by utilising the newzealand.com website to inspire travel within New Zealand, and increasing awareness of it, the decision-making process can be influenced.
Meanwhile, perceptions of how well New Zealand holidays meet expectations remain positive.
But although New Zealand holidays are generally perceived as good value, there has been some increase in those who rated them as poor value for money, with air travel being seen as particularly expensive, possibly due to peak prices over the Christmas and New Year period when this data was being gathered.
