New research into what Kiwis want from tourism and domestic holidays has been released to help the industry adjust to the impact of COVID-19 on borders and international travel.

Tourism minister Stuart Nash said the research, commissioned by Crown entity Tourism New Zealand, will help the industry better understand how to focus on domestic tourists until it is safe to open our borders again.

“The research found Kiwis are looking much more closely at their own backyard and at regions and attractions they may have taken for granted in the past,” Stuart said. 

It also identifies challenges and opportunities in 13 New Zealand locations, and Stuart said he hoped it “will be a valuable guide for tourism operators to rethink the way their wider region works together to attract domestic tourists.”

It spells out some familiar positives - and negatives - about Central Otago and Queenstown Lakes. 

The region has become a “globally sought after tourism destination” through the landscape and tourism story, but it has a tourism industry that is “too focused on the dollar”, according to respondents. 

“Locals told us they feel priced out of activities in their place with a belief that pricing has been structured for international visitors.”

The region is currently focused on “play and thrill” and one way to counter this could be to promote family-friendly activities at a lower price point.  

There was also an opportunity to adapt and improve from a “social, cultural and environmental perspective,” respondents said.

Lake Wanaka Tourism was approached for comments. 

Nationally, there were many common threads about what domestic travellers want out of holiday.

Like international tourists, domestic travellers are attracted by New Zealand’s special qualities, like landscapes, friendly people, and its safe reputation, Stuart said.

“However, domestic tourists are put off by activities that are too expensive, and the experience is spoiled if it feels too ‘touristy’. Kiwis are more inclined to seek out local history and culture, hidden gems that are not well known, and personal connections.”

An ideal regional holiday for a New Zealander involves a personalised itinerary and combines activities like walking, cycling, and food and beverage experiences with events like a cultural performance, festival, or sports, Stuart said.

“Significantly, the research confirms Kiwis thought tourism was under pressure even before COVID closed our borders. They saw regions struggling with the sheer number of visitors, and problems with freedom camping and littering. The research suggests pressure on infrastructure and the environment had created a tipping point for tourism.”

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