Statistics & Research for the Visitor Economy

Rotorua tourism set for rebuild

While Rotorua is well known for its appeal to international visitors and well over half the visitors to the Rotorua Attractions and Activities Monitor sites were by international visitors prior to COVID, it was domestic visitors which contributed the largest proportion of visitor expenditure to the Rotorua economy. For the year ending October 2019, domestic visitor expenditure in Rotorua was $499 million versus $354 million by international visitors.

Rotorua has always actively promoted to its domestic visitor market, but while the New Zealand border remains closed is ramping up its domestic marketing activity further. Check out the increased focus on supporting local Rotorua businesses and getting New Zealanders to experience Rotorua’s world class tourism experiences at

In preparation for when the New Zealand border reopens, Rotorua continues to maintain a presence in international markets through its joint venture activities with Tourism New Zealand. 


***NEW*** Clear As Mud

Compiled by Rotorua Economic Development, this easy to understand blog is aimed at Rotorua businesses and potential investors to help inform decision making and encourage evidence-based inquiry.  

***NEW*** Rotorua Insights Dashboard

Compiled by Rotorua Economic Development, the dashboard provides a single portal for reviewing tourism data across various sources. The dashboard is a work in progress and will continue to be developed, but already is proving valuable to viewers.


***NEW*** Rotorua Accommodation Dashboard

This dashboard presents key information about the commercial accommodation sector in Rotorua. This includes the number of providers, number of rooms, the status of accommodation facilities, and a whole lot more. 

Rotorua Tourism Key Facts (pre-COVID)

Compiled by Rotorua Economic Development, the purpose of this factsheet is to assist in preparing speeches and presentations.


Rotorua Tourism Snapshot Infographic (pre-COVID)

Compiled by Rotorua Economic Development,, the snapshot provides an infographical illustration of visitor activity occurring in the Rotorua region.


New Zealand Tourism Electronic Card Transactions (TECT)

Compiled monthly by MBIE, the TECT quantifies the electronic card spending at merchant Point of Sale terminals in each of the regional tourism organisation regions, including Rotorua. Effective from the November 2020 release, the TECT is an interim replacement for the MRTE (below).


New Zealand Accommodation Data Programme (ADP)
Compiled monthly by Ministry of Business, Innovation and Employment (MBIE), the ADP quantifies the visitor demand and capacity of commercial accommodation in each of the regions, including Rotorua. This programme commenced in July 2020 and replaced the CAM (below).


New Zealand Business Events Data Programme (BEDP) 

Compiled quarterly by Business Events Industry Aotearoa (BEIA), Regional Tourism Organisations New Zealand (RTNZ), and Tourism New Zealand, the BEDP quantifies business events activity occurring in each of the participating regions, including Rotorua.  This programme commenced in July 2020 and replaced the BEAS (below).

Rotorua Attraction & Activities Monitor (RAAM)

Compiled monthly by APR Consultants, the RAAM quantifies the collective visitor activity occurring at the businesses participating in the RAAM.

Rotorua Visitor Insights Programme (VIP)

Compiled six-monthly by Angus and Associates, the VIP provides a profile of visitors to the region, consumer awareness of Rotorua communications, perceptions of the region, and appeal and propensity to visit Rotorua.


Domestic Growth in Tourism (DGiT)

DGiT is an innovative online tool to help tourism operators and regional tourism organisations maximise the value they get out of domestic tourism. Spearheaded by Tourism Industry Aotearoa, and funded by private and public sector industry representatives, Colmar Brunton was contracted to undertake research and develop the online tool, which included surveying almost 6,000 New Zealanders on their leisure travel habits to understand the different types of domestic travellers, including their motivations for travel. The online tool has many filters, including one to filter it to Rotorua.

New Zealand Monthly Regional Tourism Estimates (MRTE) Suspended October 2020

Compiled monthly by MBIE, the MRTE quantifies the visitor expenditure in each of the regional tourism organisation regions, including Rotorua.

New Zealand Commercial Accommodation Monitor (CAM) Discontinued September 2019

Compiled monthly by Statistics New Zealand, the CAM quantifies the visitor demand and capacity of commercial accommodation in each of the regions, including Rotorua. Click here>> for a Rotorua-specific analysis showing trends over the duration of the 20-year survey period.


New Zealand Business Events Activity Survey (BEAS) Discontinued June 2019

Compiled quarterly by MBIE, the BEAS quantifies business events activity occurring in each of the 14 participating regions, including Rotorua.


New Zealand Regional Economic Activity Report (REAR)

Compiled annually by MBIE, the REAR presents economic and visitor data on New Zealand’s regions, including Rotorua.

New Zealand Visitor Activity Forecast (NZVAF)

NZVAF has been developed to support investment into tourism attractions. Economic forecast experts Fresh Information, have prepared this forecast on behalf of New Zealand Trade and Enterprise (NZTE), Tourism New Zealand (TNZ) and the Ministry for Business Innovation and Employment (MBIE) as part of the Tourism Attraction Programme. The data is based on information gathered from the International Visitors Survey and from a New Zealand Automobile Association (AA) survey of domestic visitors. The online tool can be filtered by both region (including Rotorua) and activity, and can provide relevant demographic information for the region and activity selected.


New Zealand International Visitor Arrivals (IVA)

Compiled monthly by Statistics NZ, the IVA quantifies the international visitor arrivals to each New Zealand airport, including Rotorua's, for the period when direct flights operated between Sydney and Rotorua (ie. December 2009 through April 2015).

Visit the MBIE tourism evidence and insights website to access freely available New Zealand and regional tourism research and statistics.
Visit the MBIE tourism webpage to access freely available New Zealand and regional tourism research and statistics.
Visit the Tourism New Zealand website to access freely available international market profiles and insights.

Liability Disclaimer
While all care and diligence has been exercised in reporting the material on this page and its links, Destination Rotorua and Rotorua Lakes Council gives no warranty it is error free and will not be liable for any loss or damage suffered by the use directly, or indirectly, of the information reported herewith.  Any decisions based on information reported this page and its links are made entirely at the reader's risk.  Before committing to significant business decisions, organisations/individuals are advised to seek professional assistance.

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