Tourism bounce-back

A109 Light Utility Helicopter flight with mayor Gisborne City from the air in November 2023.

Visitors to Tairawhiti spent $13 million in the region in July — a rise of 21 percent on the same month last year and one of the highest visitor-spend increases in the country.

The figures have come from the Ministry of Business, Innovation and Employment.

But for the year to the end of July, visitors here spent $150 million — down 8 percent for the same seven months of 2019.

“The interesting part of the visitor spend being back 8 percent for the year was that it was one of the lowest falls in spending anywhere in New Zealand,” said Trust Tairawhiti tourism general manager Adam Hughes.

“And the July figure being up 21 percent was one of the highest increases anywhere in the country.”

Mr Hughes said the latest figures showed this region had been performing better than most others in the country when it came to attracting visitors.

“That's primarily because we have never been a big international destination, and this has traditionally been a very seasonal one.

“So we're just leaning into our strength, which is domestic tourism.”

Mr Hughes said winter had normally been the region's off-season.

“But with the borders closed a lot of people who would usually travel overseas are travelling within New Zealand.

“That is primarily what has led to the 21 percent increase, which is really exciting,” said Mr Hughes.

“It's exciting because we're getting a lot of visitors who have never come here before.

“They are finally getting around to ticking it off their lists and hopefully telling other people about us,” said Mr Hughes.

“Now they can go and spread the good word about what a beautiful destination this is.”

The monthly visitor spends before July this year were $14 million in January, $14m in February, $13m in March, $12m in April, $12m in May and $12m in June.