Backpackers spreading the good word about Aotearoa

By MONIQUE DEVEREUX

Most backpackers visiting New Zealand go glacier-walking, travel by bus, spend more than $5000, and almost all will recommend the experience to their friends.

A survey of about 460 backpackers, interviewed at hostels throughout the country in the last two weeks of August for the Tourism Marketing Network and TNT Magazine, found Air New Zealand and Qantas carried more than 60 per cent of them into New Zealand. Three-quarters of them fly in and out of Auckland.

Of those surveyed, 42 per cent were from Britain and 5 per cent were from Australia. Those from Asian countries accounted for 12 per cent, double the proportion from North America.

More than half spent up to six months planning their trip and a quarter used the newzealand.com website to prepare - an internet domain the Government paid almost $1 million for.

But 92 per cent did not know New Zealand tourism advertising catchphrase "100% Pure NZ". Of those questioned only two knew the exact phrase and four others thought it was "100% Pure" or "Pure NZ".

They mostly stay at hostels (69 per cent) and travel by buses (39 per cent) that cater to the backpacker market. On average they stay four months or less and spend $5200.

When asked to name where in New Zealand the visitors had been or would go to, Auckland ranked most popular, with Canterbury and the Coromandel/Bay of Plenty close runners-up.

Hawkes Bay was the least popular destination - 17 per cent said they did not intend to visit the region at all.

Backpackers are an active bunch. Asked to name all of the activities they would pursue here, most had tried, or planned to try, glacier walking.

Bush walking was the next most popular activity, with skydiving, skiing and bungy jumping also popular.

But the most positive statistic came when they were asked if they would recommend New Zealand as a "backpacker destination" to friends and family?

An overwhelming 95 per cent said yes and 3 per cent said no. Two per cent gave no answer.

Word of mouth obviously works - most said they chose New Zealand based on recommendations from friends and family who had already visited.

Only 2 per cent said The Lord of the Rings was a factor in their choice of destination, and 1 per cent said an interest in New Zealand sport enticed them.

Tourism New Zealand chief executive George Hickton said backpackers were valuable visitors.

"Word of mouth is New Zealand's most powerful marketing tool so it's just fantastic that so many of these visitors are going to go back home as ambassadors for this country."

More than 210,000 backpackers visit New Zealand each year.

Travelling light

* Britons made up 42 per cent of backpackers.

* Auckland ranked most popular as the place they had been or would go to.

* Visitors mostly stay at hostels (69 per cent) and travel by backpacker buses (39 per cent).

* 95 per cent said they would recommend New Zealand to friends and family.