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Research shows positivity towards tourism in New Zealand

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Research shows positivity towards tourism in New Zealand
Nearly a year on from New Zealand’s international border reopening, tourism sentiment is still strong.

New research has shown that attitudes towards the positive impact of tourism on New Zealand are higher now than they were a year ago.

Eighty-nine per cent of New Zealanders surveyed in May 2023 agreed that tourism is good for New Zealand, up from 83 per cent a year ago. An even higher percentage – 92 per cent – recognise that tourism has a positive impact on the economy, up three per cent from May 2022.

The percentage of New Zealanders who believe there is too much tourism in their communities has also fallen over the last year, from 14 per cent to 10 per cent, while 37 per cent of respondents wanted more tourism in their communities.

Concern about the impact of tourism on New Zealand’s natural landscape has also declined slightly, although 41 per cent of New Zealanders are still concerned or highly concerned about it.

“Tourism must give back more than it takes to our home and operate in a way that protects it for future generations,” said New Zealand’s tourism minister Peeni Henare.

“It’s fantastic to see that New Zealanders recognise its positive contribution as the sector rebuilds from the impacts of COVID-19 and supports New Zealand’s recovery.

“Communities recognise that tourism provides jobs and also that it can positively affect social wellbeing and connection with culture. Tourism New Zealand is working hard to attract visitors who want to experience New Zealand in an authentic way that contributes positively to New Zealand’s culture, society, nature and economy.

“There is also work at a central and local level to ensure that the tourism sector contributes positively to all communities. This includes the Tourism Industry Transformation Plan, a positive, more regenerative rebuild of tourism – one that leaves a community and environment better than it was before,” said Henare.

The Views of Tourism research was a joint effort between Tourism New Zealand, the Ministry of Business, Innovation and Employment, Department of Conservation, Tourism Industry Aotearoa and Regional Tourism New Zealand.

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