"It was the busiest day we have ever had in history at Mountain Bike Rotorua."
Rotorua Chamber of Commerce chief executive Darrin Walsh agreed some business owners were missing out by closing over busy periods.
"You just have to look at town and it's pumping, all the motels are full, everyone is doing a good business and you could make some good money out of it.
"For a holiday destination, it doesn't look good, you would think they would be open as this time of year is our busiest - the old saying you make hay while the sun shines - and when you have everyone in town it's like taking candy off a baby.
"The problem is you might get people here now saying I won't come back next year, there is nothing to do on New Year's."
Capers Cafe and Pig and Whistle Historic Pub owner Gregg Brown said it was not worth opening his cafe on New Year's Day. Capers was one of several closed around the CBD.
"We have opened Capers on New Year's Day previously and found that people just aren't interested in that space of shopping. That's our experience anyway, but the Pig and Whistle is open because people still want to go out in the evening.
"People have been out late the night before and are not inclined to do anything the next day, I don't think it's changed."
He said the days following New Year's would be busy.
"Everyone is shopping, there are lots of cars in the mall and people are back to thinking about other things than New Year's Eve."
Some who did decide to open were pleased they did.
Lotus Cafe co-owner Amy Nguyen said her Hinemoa St cafe opened on New Year's Day every year.
"A lot of people travel everywhere in New Zealand so there are always people coming through. There are so many tourists here as well.
"This year we were busy, it was quite good, very good compared to last year," she said.
