General Information » Economy » Tourism

The number of overseas visitors to New Zealand has been climbing steadily for the past four decades, but in recent years the rise has been dramatic. The falling costs of long-haul air travel and the lure of Aoteroa’s magnificent scenery have undoubtedly played a part, but one event has done more to promote New Zealand than any other. The success of the blockbusting The Lord of the Rings trilogy, filmed entirely on location in New Zealand, is the best advertising campaign the country has ever had.

In 2006, more than 2.3m people visited NZ. And they just keep on coming. March 2007, for example, saw a 5.4% increase in visitor numbers over the same period in 2005.

New Zealand attracts people of all ages and across every budget, from thrill-seeking backpackers looking to bungee, climb and whitewater raft, to high-end travellers touring the country’s wine regions and distinctive Anglo-Maori heritage. The sheer range of activities available and the variety of the Kiwi landscape means that this is a country as appealing to skiers as it is to those seeking to holiday by the beach.

According to the Tourism Satellite Account of 2005, tourism contributes 9% of New Zealand’s GDP (both directly and indirectly) and is one of its largest export industries. All of which has a major impact on the country’s citizens. Tourism supports one in 10 jobs in New Zealand, with more than 105,000 full-time jobs provided directly through tourism and another 71,000 indirectly.

Large chunks of the country have been designated UNESCO World Heritage Sites, including Te Wahipounamu (South West New Zealand), which includes Aoraki and Fiordland National Parks, and in the North Island, the glacial and volcanic landscapes of Tongariro National Park. In 2005, New Zealand was voted third best long-haul destination in the UK’s Guardian/Observer Travel Awards. A year later and it had jumped two places to claim top spot, with judges declaring its blend of scenery, food and wine a winning formula.

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