Record year for tourism in Northland

Geoff and Hazel Cole from Queensland's Sunshine Coast are exploring Northland beaches and other attractions. Photo / John Stone

Tourists pumped more than $930 million into the Northland economy in the year to April and the region's tourism leaders reckon visitor numbers will be on the up for at least the next couple of years.

New monthly regional tourism estimates released by the Ministry of Business, Innovation and Employment (MBIE) show tourists spent an estimated $936 million in Northland for the year to April 2016 - a record amount that was an increase of 6 per cent on the previous year.

Paihia, above, was packed with overseas tourists and Kiwi holidaymakers in summer, contributing to a record tourist spend in the region. Photo / Peter de Graaf

International visitors spent $223 million - up 5 per cent compared with the year to April 2015- and domestic tourists injected $713 million, which was a 6 per cent increase. Northland has now enjoyed a rise in tourist spending for five years in a row.

Tourists spent an estimated $739 million, $749 million, $802 million, $885 million and $936 million from the years 2012 to 2016 respectively.

Queensland visitors Geoff and Hazel Cole chose Northland as the ideal destination to celebrate their 30th wedding anniversary and liked what they saw on arrival in Whangarei yesterday. The couple from the small town of Montville in the Sunshine Coast hinterland will spend most of their 10-day New Zealand holiday in Northland and were full of praise for the Town Basin yesterday.

"People have always said to us go and see the Bay of Islands and we've also looked at Northland on the internet and this [Whangarei] is one of the stops on the way," Mr Cole said.

His wife said Town Basin was well cared for, felt more lively and smart with an interesting mix of cafes, and had a feel-good factor.

"We come from a tourist area and in many ways this area is quite a class act. It doesn't seem to be doing things that are beyond its capability," she said.

The Coles plan to go on a boat ride in the Bay of Islands, and visit the kauri forest, 90 Mile Beach and Cape Reinga.

Northland tourism leader Jeroen Jongejans said the region was ticking in the right direction and predicted healthy visitor numbers for at least the next couple of years. He said it was time for tourism operators to maximise their opportunities and be prepared to invest in readiness for a bumper upcoming tourist season.

"We're also getting more visitors during the off-season and delivering quality products. A lot of airlines are flying into the country which brings significant connectivity into the region," he said.

Mr Jongejans said Australia and a very strong Chinese market were contributing immensely to higher tourism earnings, not just in Northland but the whole of New Zealand.

"For us in Northland, the demand for services is increasing and if we've got an attraction like the Hundertwasser centre and then the Lions are coming here next year and other sporting events, we've got to invest in four-star hotels."

MBIE's Peter Ellis said better tourism expenditure information for the regions would help inform investment and planning in the industry by providing further insights into where both domestic and international tourists spent their money, and on what.

The ministry developed the monthly regional tourism estimates in consultation with tourism industry representatives to create a better measurement of the value of tourism in the regions. It will replace the Regional Tourism Indicators that were developed in 2012.