Louise Upston: Tourism Minister on July visitor numbers surpassing pre-Covid levels
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What are the latest visitor numbers and how do they compare to pre‑COVID levels?
Well we got there at last. Our visitor numbers back above pre COVID levels. Two hundred and fifty six thousand six hundred travellers arrived in July, first month to surpass twenty nineteen. Thank the good lord. Australia's so hot. New record a hundred and thirty four nine hundred, China up, the US up as well. Louise Upson, Tourism Minister back with us. Good morning.
Good morning, Mike.
How has the government's focus helped drive tourism demand in July?
Sigh of relief.
Yeah, look, it's great news. We've we've put a lot of effort into driving the demand for New Zealand and it's really exciting to see that July has shown. Uh we are back at pre COVID numbers.
How much of has been our reputation? We closed ourselves off to the world and they took a while to get over it, versus capacity and lack of seats or a combo of both?
I think it was a combination of both. Um, I think in particular for the China market, they'd got to the position that they were like, Well does New Zealand even want us? Do they want us as visitors?
Why did the China market hesitate to return to New Zealand?
Um so we were much slower than other countries. And then when we did um open up again, I think there was a bit of hesitation. about whether or not we were open for business, whether we wanted tourists. Um and actually one in nine New Zealanders are employed in tourism and hospitality. So growing tourism is absolutely critical in terms of growing economic opportunities for New Zealanders. So we've made it a real focus as our government. Um and it just goes to show that when you have a focus on something you can drive that demand back up. Um and it's really great to see the results have been delivered.
What role do regional tourism campaigns play in boosting visitor numbers?
Would you defend and and we've covered them extensively on the programme, all these smallish individual campaigns from regional parts of New Zealand to different parts of the world? What worried me about those is they're too small to actually make a difference. Would you defend them as all being successful?
Well, I think um individual campaigns have got mixed success, but if you look at the regional tourism boost as a campaign where there were seven or eight different campaigns within it. We were focusing on big markets, so the US, China and Australia. So was leveraging off what Tourism New Zealand was doing. But then it meant that regions were also investing and so doubling the exposure. Um and what we've added in the the most uh recent rounds is ensuring that we are building hospitality into it.
How are ‘travel‑stay‑dine’ initiatives expanding benefits for businesses and tourists?
So it's a travel, stay dine. Uh and that means the number of businesses that benefit and the number of customers that are then in our businesses has increased. Um so we've learnt a bit each time. Um and I think that's exactly what you should do. You won't always get it right, but we've learnt, we've developed, we've improved. And partnering with districts um around the country has been really important because we've wanted to ensure that there is dispersal across the regions. So they're not just going to um Queenstown. Sure.
Why is dispersing tourists across regions and seasons important for New Zealand’s economy?
We're spreading them around the country and really importantly in the non-summer peak season. So to get these numbers in July is great news.
Good stuff. Nice to talk to you, Louise Upson. Good news story, Tourism Minister. I'm glad we got there at last. For more from the Mike Asking Breakfast, listen live to News Talks Ed B from 6 A.M. weekdays or follow the podcast on iHeartRadio.
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Chapters
6 chapters
1
What are the latest visitor numbers and how do they compare to pre‑COVID levels?
0:00–0:19
2
How has the government's focus helped drive tourism demand in July?
0:19–0:54
3
Why did the China market hesitate to return to New Zealand?
0:54–1:29
4
What role do regional tourism campaigns play in boosting visitor numbers?
1:29–2:20
5
How are ‘travel‑stay‑dine’ initiatives expanding benefits for businesses and tourists?
2:20–2:53
6
Why is dispersing tourists across regions and seasons important for New Zealand’s economy?
2:53–3:14
Speakers
2 identifiedMore from The Mike Hosking Breakfast
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