Queenstown visitor expenditure trends revealed

Friday, 22 May 2009, 12:48 pm
Press Release: Destination Queenstown

Friday 22nd May, 2009
For immediate release

Visitor expenditure trends revealed in latest Queenstown research
 
The Regional Visitor Monitor, a qualitative survey of visitors, has revealed some interesting and useful trends in the spending patterns of domestic visitors to Queenstown.

Considering the daily per person expenditure, the Monitor confirmed that business visitors spend significantly more than leisure visitors, but also that there were clear patterns of expenditure within the leisure market.

Although, visitors between the ages of 25 and 64 spend roughly the same amount on a daily basis; they spend on different aspects of their visit.

Those aged between 25 and 34 spend more on activities, attractions and gambling/casinos while those at the other end of the scale (55 – 64) spend most on activities. Spending on activities and attractions diminishes steadily with age while spending on accommodation increases. Expenditure on food and drinks peaks in the 45-54 age group while older people spend more on local transport and gifts/souvenirs.

Women spend slightly more than men on a daily basis, but less on food, drinks, local transport and activities/attractions. First-time visitors to Queenstown spend significantly more than returning visitors on activities/attractions and local transport, but less when it comes to all other items of expenditure. The net effect is roughly equivalent expenditure by first time/returning visitors.

Geographically, visitors from Southland are the highest spending domestic visitors while those from Wellington spend more on food, drinks and activities and Aucklanders spend more on accommodation and local transport.

Trends were also evident in the spend by visitors in varying accommodation types. Visitors staying in hotels spend more per day than other visitors in almost all categories of expenditure measured. But those staying in motels spend more than average on gambling/casinos, those in serviced apartments spend more on activities/attractions, Holiday Park visitors spend on local transport. 

The average daily per-person expenditure for domestic and international visitors to Queenstown is $225.79 per person, well above the national benchmark $177.46 for the most recent year, but a 4.8% decline in spending has been recorded compared to the previous year. (Average daily per person expenditure in Queenstown year ended March 08 was $237.15).  RVM results indicate this decline comes at the cost of the activities/attractions sector which has experienced a 12% year on year drop.

Long RVM trends point to a steady increase in repeat visitors and a corresponding steady decline in the proportion of first-time international visitors.  It also shows holiday visitors slowly decreasing in proportion to those travelling for business.

Destination Queenstown CEO Stephen Pahl says the trends offer useful direction to the local industry.

“The Monitor allows us to assess who is spending what and to react accordingly.  It’s wonderful to see the trends towards increasing numbers of return visitors and worrying to record the drop in first time visitors. It’s clear we need to remain on top of our web presence and ensure this is delivering what our visitors require and expect.”

ABOUT THE REGIONAL VISITOR MONITOR

The RVM is a joint initiative between the Ministry of Tourism, Tourism New Zealand and six of New Zealand’s largest Regional Tourism Organisations. It is designed to provide quarterly or seasonal ‘snapshots’ through a series of interviews conducted by independent researchers with international and domestic visitors in each of the six regions. The regional results are aggregated against nationwide results providing a national benchmark. The current Monitor is based on surveys conducted in January, February and March 2009.

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