People were opting to spend the day in Wairarapa rather than a whole weekend.
"The good thing is even though domestic nights have been down, we have seen an increase in international guest nights which has been a real turnaround," said Mr Hancock.
He said it was really surprising and encouraging.
Kiwis and international visitors were spending up large.
In September, Australians had spent more than ever before apart from in 2011 when the rugby world cup was on.
There was also an "uncharacteristic increase" in September spending by American visitors.
Wellingtonians were also visiting and swiping their plastic, reaching record highs from July to September.
"While they aren't staying, they are coming," said Mr Hancock.
"There's been lots more credit card transactions buying coffee and tea, not nights away."
He said there was also anecdotal evidence the Rimutaka Cycle Trail, which opened in October, was proving to be a drawcard.
"That's up and running and I've been hearing good feedback from operators."
One new operator has set up a bird-watching tour on Western Lake Rd, two Wairarapa farmers have also built walking tracks and another has built a mountain bike trail.
Mr Hancock said Wairarapa's i-SITE visitor information centres had been doing well, contrasting with other i-SITEs around the country, which have been going under.
Five Auckland i-SITEs and the Mount Manganui centre have closed in the last couple of years.
For Wairarapa's centres, profits for the quarter ending June had almost doubled and visitor numbers were up 8.7 per cent compared with last year.
"I keep wondering why these i-SITEs around the country are closing, you can generate revenue through these sites," said Mr Hancock.
He said the new Destination Wairarapa website was gaining traction and likes on its Facebook page were over 7000.
