Tourism Sector: Data and Research

Rotorua tourism rebuilding as world opens up


While Rotorua is well known for its appeal to international visitors and well over half the visitors to the Rotorua's attractions and activities sites were by international visitors prior to COVID, it is domestic visitors which contributed the largest proportion of visitor expenditure to the Rotorua economy. In the early years of the COVID pandemic the focus was on strengthening the domestic market during a period when New Zealand border closures prevented many New Zealanders travelling overseas.

Now that the New Zealand border has reopened to the world the priority continues to be ensuring the domestic market remains strong while also rebuilding connections with international markets. Electronic card expenditure by visitors in Rotorua for the year ending April 2022 was $289 million including $18 million from international cardholders, which is equivalent to 15% of the $124 million international cardholders spent in Rotorua in the year prior to the COVID pandemic.
 


 

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.  

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.

 

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

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

 

Rotorua Tourism Snapshot

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

Tourism Recovery Dashboard

Compiled by MBIE, the Tourism Recovery Dashboard tracks the border reopening and its effect on the recovery of the tourism sector from the COVID-19 pandemic. This includes airport arrivals, international spend and airline capacity.

 

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 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.

 

Rotorua Attraction & Activities Monitor (RAAM) Discontinued August 2022

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


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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