Tāpoi
Tourism Data Insights
Tourism is a significant part of Murihiku Southland’s economy, leveraging the region’s natural attractions and famous southern hospitality. This includes two national parks, five Great Walks and a vibrant range of events and experiences.
Internationally renowned Fiordland is a favourite among overseas travellers, who make up about three quarters of all its visitors. In contrast, New Zealanders make up about three quarters of all visitors to the rest of the region reflecting strong ‘Visiting Friends and Relatives’ and business travel sectors. Spreading visitor numbers across the whole year is a focus, as currently there are higher numbers in the busy summer months. There are approximately 750,000 visitors annually to iconic Milford Sound; 350,000 passengers through Invercargill Airport and 40,000 visitors to Stewart Island.
There is a strong desire to collaboratively plan for the sustainable growth of the visitor economy while developing a destination which offers a welcoming, connected, and memorable experience for visitors.
Below are some key indicators and associated commentary, with more information on data sources available in the Technical Glossary and via links to other dashboards.
Tourism Reports
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Murihiku Southland Quarterly Tourism Report - Oct to Dec 2024
The past quarter has shown encouraging signs of growth and resilience in the region’s tourism sector, with positive trends merging across key areas.
Visitor spend has increased, driven by strong international markets, and visitor numbers continue to rise despite shifts in domestic travel patterns. Queenstown Airport’s growing passenger numbers highlight the importance of regional connectivity, while evolving accommodation trends reflect changing visitor behaviours.
The events sector has also seen significant growth, with a notable increase in large-scale events and stronger engagement in business events. While commercial accommodation figures have softened in some areas, this aligns with broader shifts in the market, including increased use of alternative options such as Airbnb.
Great South uses multiple datasets from a variety of sources to develop this quarterly report (please see the Glossary). Its’ purpose is to provide insights regarding tourism and events in Murihiku Southland for this 3-month period and should be viewed alongside other reports to gain a greater understanding.
