Major events and long haul visitors return

Hawke’s Bay Tourism chief executive Hamish Saxton says major events will be an early driver for domestic tourism 2023 as well as an uplift in tourists visiting from the US, Canada and UK.

Hamish says the North American (US and Canada) and UK markets have bounced back the quickest, at 53% and 56% their pre-covid levels respectively while Australia, is currently at 46% of the preCovid market. #12 months to Sep ’22 vs 12 months to Dec ’19.

“International visitors are returning but not in the quantities they were preCOVID, however the speed of the New Zealand tourism recovery is surprising economists and those in the industry.

“Interestingly this initial growth (both from a national and local context) is from long haul markets, as opposed to Australia and returning New Zealanders,” he says.

Tourists from North America, the UK and Europe are also staying longer and spending more.

“We also see a welcome cruise season continue with more international and domestic visitors exploring our region as a result.

Cultural and sporting fixtures as well as events will be key drivers for domestic visitors, especially with the return of a full

Art Deco Festival, Horse of the Year and Mission Estate concerts for the first time in three years.

“It is going to be fantastic to see the likes of Art Deco Festival and Horse of the Year able to deliver their full event programmes again while there’s three Mission Estate concerts and other wonderful food and wine events that bring people to the region.

Hamish says the return of international tourists coupled with domestic tourism means local tourism operators are extremely optimistic, “but tourism has always been an extremely optimistic industry and that is how we have got through the last few years.

Wairoa

“You have to be a positive and optimistic, warm and forward-thinking personality to be a good host, which is of course, what tourism is all about.”

HB Tourism received receive significant funding from Central Government over the COVID years, and will now operate on a budget reduced by $1 million.

“As the visitor economy and demands rebound and grow, we are going to see a shift in needs.

“Hawke’s Bay is a great region for entrepreneurs, so we look forward to working with them to meet these demands.”