Tourism leaders reject 'too dear' claim

Visitors can choose fine dining at the Viaduct or al fresco at Mission Bay. Photo / Glenn Jeffry

The tourism industry is hitting back at claims that New Zealand is an overly expensive place to visit.

In yesterday's Herald, international rugby writer Peter Bills warned that New Zealand might be "sleep walking into acquiring such an unwanted reputation worldwide" for being expensive and runs the risk of putting potential tourists off visiting.

In the year to April, 2.5 million tourists visited New Zealand and spent a total of $9.3 billion while here, making tourism our biggest export sector.

Tourism New Zealand does not believe New Zealand is an overpriced destination or that tourists are being deterred from visiting.

"Research shows that visitors to New Zealand are highly satisfied with their holiday experiences in this country, rating them 9 out of 10 on average," said a Tourism New Zealand spokesman.

"Almost all visitors (97 per cent) state that they are likely or very likely to recommend New Zealand if asked by someone else."

Graeme Osborne, CEO of Tourism Auckland, described the article by Bills as "100 per cent pure sensationalism".

He had never received any feedback of the kind Bills was describing. "NZ is acknowledged globally as a sought-after destination and one that offers good value for money," Mr Osborne said.

Hospitality Association chief Bruce Robertson is another industry leader who disagrees with Bills. "People are getting excited about one-off examples at the extreme end."

Bills' assertion that Kermadec restaurant in Auckland's Viaduct is overly expensive was rubbished by general manager Hamish Klein.

"Kermadec is comparable to other five-star restaurants across NZ and is less expensive than similar restaurants overseas. It is well known that the Viaduct is not a cheap location."

Mr Klein said Kermadec used the highest-quality ingredients, which incurred a premium, and Bills had selected the most expensive item on the menu as an example.

Mr Osborne said the relative expense of any trip relied on the individual tourist's choice.

"There are always options when you travel, around price and around experience. You can choose to go to a restaurant and order wine by the glass or buy a nice Waiheke red and have it with fish and chips at Mission Bay. It's the visitor's choice."

Over the last few years accommodation prices in NZ have fallen, said a Tourism NZ spokesman.

"The New Zealand Hotel Council statistics show that the average room rate across New Zealand was $2 less in 2009 than it was five years ago."

Industry leaders also discounted the idea that service providers will increase prices exorbitantly during the Rugby World Cup next year.

Mr Osborne said there was some merit in the criticism. "Mr Bills' 'flimsy article' is a nice reminder to the tourism industry of our hosting obligations. We have a role to play in offering a 100 per cent welcome to visitors."