Despite volatile short-term growth, the Taranaki tourism sector continues to outpace national trends, reporting a 3.9% uplift in tourism expenditure over the past five years based on the latest economic insights from Infometrics, sitting above the relatively flat national average of 0.7%. The sustained long-term growth highlights the region’s resilience and appeal as a destination of choice, despite short-term fluctuations in visitor numbers and a tough domestic market.

"Short term year-on-year data needs to be considered alongside the broader context of long-term trends to ensure we get the full, and correct picture. Looking across the last five and even ten years, it’s pleasing to see that Taranaki is performing well, especially compared to the national average and some of the main centres."

Flutey comments that tourism, like most sectors is a mid-long term game and success doesn’t come over night.

"While external factors can cause volatility year-on-year, the long-term data shows Taranaki is increasingly becoming a destination of choice, particularly as we see a continued shift in behaviour with visitors seeking out off-the-beaten-path destinations," Flutey adds.

Over the same 5-year period, Auckland experienced a decline in tourism expenditure of -0.7%, Otago decreased -1%, and Gisborne, a relatively comparable region, saw a more modest increase of 2.8%.

"The domestic market has been particularly challenging, with households feeling the pinch, and a reduction in business and corporate travel fuelling short term performance."

Despite this, the mid-to-long-term sector outlook is encouraging.

"Tourism continues to present a strategic growth opportunity for the region, with our businesses and communities looking to strengthen and diversify our economy."

This sustained growth is particularly pleasing for Regional Development Agency and Tourism Organisation, Te Puna Umanga Venture Taranaki, who’s role it is to engage in significant tourism growth-focused activity on behalf of the region alongside the sector and industry partners.

"Over the last five years, we’ve been strategic and purposeful as to where we put our energy, and how we show up in market. From domestic visitor campaigns aimed at boosting off-peak arrivals, to the development of targeted promotions in the Australian market to build awareness with our largest international visitor arrivals.

"Visitor trade has also played a key role in our approach, ensuring we prioritise key visitor trade events and initiatives, attending the likes of TRENZ, the largest tourism trade buyer-seller event in the southern hemisphere."

Daniel Fleming, Co owner/General Manager, King & Queen Hotel Suites comments, "We’ve seen a steady rise in the number of international guests coming through our doors particularly from the American markets, who are uncovering all that our region has to offer."

"There’s great vibrancy building across the region, with a growing calendar of events, rich cultural experiences, a glowing dining scene, and strong collaboration happening across the tourism sector. We know tourism is a long-term game, and it’s exciting to see this momentum gaining pace."

"We’re looking forward to attending the North Island Showcase in Australia later this year, alongside the team from Venture Taranaki to highlight all that Taranaki has to offer to key Australian travel sellers," Daniel Fleming adds.

The recent bumper summer of major events has also reinforced the value of hosting large-scale events for the region’s economy and visitor appeal, with the latest data confirming a collective $67 Million boost in economic impact for the region.

Independent economic impact reports from the region’s stacked summer line-up, including TSB Festival of Lights, two Summer at the Bowl concerts, Americarna, WOMAD, and Te Matatini o Te Kāhui Maunga, show that these six events attracted over 72,000 visitors from outside of the region, helping to drive over $48 Million in direct visitor expenditure.

Americarna alone, attracted 34,600 guest nights and contributed $11M in visitor expenditure to the local economy over just four days of classic American car celebrations.

"Major events are an effective lever to drive visitation and cultural vibrancy, helping to shine a spotlight on Taranaki as a must-visit destination for new and returning visitors, and providing far-reaching benefits from sold-out accommodation, to increased demand for transport, retail, and hospitality," Flutey says

Despite a 6.3 % drop in visitor expenditure for the quarter end to March 2025, the long-term growth and future potential of the Taranaki tourism sector remains clear, as the sector looks to continue to build on its success to date.

"In the immediate term we are well placed to continue to capitalise on stage one of the Government’s Tourism Growth Roadmap as they invest in demand generation activities to drive international visitor attraction, and there’s a lot more opportunity around the corner for us yet, with Central Government having already committed to supporting international campaign activities, and various projects and events," concludes Flutey.

More information:

See Graph 1 for tourism expenditure percentage change, by region, Infometrics.