Tourism business confidence levels are strong, with operators focused on growing visitor value over volume, according to the New Zealand Tourism State of the Industry 2018 report.
The report was prepared by the Wellington Institute of Technology and commissioned by TIA. It includes the results of a survey of 431 tourism operators from around the country, as well as a review of the industry’s performance. It also provides a Scorecard on how the industry is tracking to reach its Tourism 2025 goal of achieving $41 billion total annual tourism revenue.
Completed in the second half of 2018, the survey found 52% of tourism operators thought their business performance would improve over the coming 12 months. Only 11% believed their business situation would deteriorate, bucking the trend of the general business community.