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.