Data for May 2024, marking the end of Autumn, presented a mixed picture for tourism in Tairāwhiti. Visitors' card spending varied, while accommodation usage increased. However, short-term rentals experienced a decline in occupancy rates.
International visitor spending grew the strongest among all Central North Island RTOs, with a notable rise of +38% compared to May '23. The strong increase in card spend was accompanied by a significant +33% increase in accommodation usage by international visitors. This growth in international accommodation usage clearly outpaced the rise in border arrivals by international passport holders (+6% vs. May 23), thus suggesting that Tairāwhiti is expanding its market share of the international visitor segment.
The influx of international guests appears to have stimulated job creation and growth in earnings in industries directly catering to visitors. Specifically, "Activity & Tour Services" experienced the most substantial growth in both filled jobs (+18% YoY) and earnings (+29% YoY), indicating increased demand for tours and activities. "Transport Services" also saw growth in both filled jobs (+5% YoY) and earnings (+9% YoY), highlighting increased use and spending in this industry, too. This was further reflected by significant growth in international card spending on 'Cultural, recreation and gambling services' and 'Other tourism product' by +62% and +67% YoY, respectively.
While overall domestic visitor card spending declined by -4% YoY, spending on 'Accommodation Services' products notably increased (+23% YoY), reflecting the highest growth among all products. This growth trend is mirrored in domestic guest nights, which saw +9% YoY rise, indicating an increase in domestic overnight stays despite the slight decrease in overall card spending. This shift, coupled with a significant spending increase on 'Other Tourism Products' by domestic visitors, suggests a growing preference for travel experiences, with accommodation emerging as a key focus among domestic travellers.
Compared to other Central North Island RTOs, Tairāwhiti showed the second-highest increase in guest nights (+12% vs. May 23).
At the regional level, the most substantial growth in guest nights was seen in the Opotiki District (+30% YoY), while the strongest growth in guest arrivals was observed in the Gisborne District (+24%). This discrepancy was further emphasised by a change in the average length of stay per guest, which increased in the Opotiki District and decreased in the Gisborne District.
Daily short-term rental occupancies remained consistent throughout the month, typical for the off-season, ranging around 40% to 50%, with peaks reaching 53% on the 4th.
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