SOUTHLAND TOURISM KEY INDICATORS
June 2019 SOUTHLAND TOURISM SNAPSHOT
Year End June 2019
Guest nights up 1.5% to 1,201,109
Total spend up 3.3% to $673M
Southland is continuing to experience stable growth phase in spend across both domestic and international markets, including good growth of the UK, German and US markets. There have also been modest gains in both international and domestic commercial accommodation figures, despite growth in Airbnb listings. SOUTHLAND REGION
TE ANAU
GORE TOURISM SPEND STATISTICS INVERCARGILL
THE CATLINS Total Spend in NZD Figures for Year End June STEWART IS. MRTE’s (Monthly Regional Tourism Estimates)
• International visitor spend up 6.1% to $264 million • Domestic visitor spend up 1.5% to $409 million • Total spend up 3.3% to $673 million ACCOMMODATION STATISTICS • Top 5 International Markets 1. Australia (up 7.9%) Guest Night Figures for Year End June 2. USA (up 10.2%) CAM (Commercial Accommodation Monitor) 3. Germany (up 11.0%) • International guest nights up 2.8% to 725,017 4. UK (up 9.0%) • Domestic guest nights up 0.8% to 476,091 5. China (down 7.8%) Markets • Total guest nights up 1.5% to 1,201,109 • Occupancy rate down from 46.3% to 45.6% • Daily capacity up 2.4% to 2,350 stay-units
International 39% Domestic 61% Average Length of Stay Year End June
1.80 1.99 Days Days Southland National 2.2% 0.2% Tourism Spend Estimate Year End June
$400m
Guest Nights Year End June $350m
Domestic 1,300,000
$300m USA 1,200,000
UK 1,100,000
$250m Rest of Oceania 1,000,000
Rest of Europe 900,000
Rest of Asia $200m 800,000
Rest of Americas 700,000 Republic of Korea $150m 600,000 Japan YE Jun-15 YE Jun-16 YE Jun-17 YE Jun-18 YE Jun-19
Germany $100m China
Canada $50m Australia
$0m YE Jun-15 YE Jun-16 YE Jun-17 YE Jun-18 YE Jun-19 INVERCARGILL CITY INVERCARGILL
TOURISM SPEND STATISTICS
Total Spend in NZD Figures for Year End June MRTE’s (Monthly Regional Tourism Estimates) BLUFF
• International visitor spend up 8.8% to $55 million • Domestic visitor spend up 4.6% to $200 million • Total spend up 5.4% to $256 million ACCOMMODATION STATISTICS • Top 5 International Markets 1. Australia (up 9.8%) Guest Night Figures for Year End June 2. China (up 14.2%) CAM (Commercial Accommodation Monitor) 3. Germany (up 14.1%) • Guest nights up 1.2% to 295,027 4. UK (up 13.1%) • Occupancy rate steady at 40% 5. USA (up 2%) Markets • Daily capacity down 0.1% to 1,233 stay-units
International 22% Average Length of Stay Year End June
1.74 1.99 Domestic Days Days 78% Invercargill National 1.8% 0.2%
Tourism Spend Estimate Year End June $200m Guest Nights Year End June
$180m 350,000 Domestic 300,000 $160m USA 250,000 UK
$140m 200,000 Rest of Oceania 150,000 Rest of Europe $120m 100,000 Rest of Asia 50,000 $100m Rest of Americas 0 Republic of Korea YE Jun-15 YE Jun-16 YE Jun-17 YE Jun-18 YE Jun-19 $80m Japan
Germany $60m China
$40m Canada
Australia $20m Africa and Middle East $0m YE Jun-15 YE Jun-16 YE Jun-17 YE Jun-18 YE Jun-19 GORE DISTRICT
MANDEVILLE
GORE TOURISM SPEND STATISTICS
MATAURA Total Spend in NZD Figures for Year End June MRTE’s (Monthly Regional Tourism Estimates)
• International visitor spend up 3.5% to $8.0 million • Domestic visitor spend down 4.9% to $65 million • Total spend down 4.0% to $73 million ACCOMMODATION STATISTICS • Top 5 International Markets 1. Australia (up 1.7%) Guest Night Figures for Year End June 2. USA (up 23.4%) CAM (Commercial Accommodation Monitor) 3. UK (down 23.4%) • Guest nights down 9.1% to 43,067 4. China (up 44.2%) • Occupancy rate down from 49.1% to 43.8% 5. Germany (up 22.8%) Markets • Daily capacity up 0.3% to 181 stay-units
International 11% Average Length of Stay Year End June
1.83 1.99 Days Days Domestic Gore National 89% 4.2% 0.2%
Tourism Spend Estimate Year End June
$70m Guest Nights Year End June
50,000 $60m Domestic 45,000 USA 40,000 35,000 UK $50m 30,000 Rest of Oceania 25,000 Rest of Europe 20,000 15,000 $40m Rest of Asia 10,000 Rest of Americas 5,000 Republic of Korea 0 $30m YE Jun-15 YE Jun-16 YE Jun-17 YE Jun-18 YE Jun-19 Japan
Germany
$20m China
Canada
Australia $10m Africa and Middle East
$0m YE Jun-15 YE Jun-16 YE Jun-17 YE Jun-18 YE Jun-19 MILFORD SOUND SOUTHLAND DISTRICT
TE ANAU LUMSDEN
TUATAPERE TOURISM SPEND STATISTICS
THE CATLINS Total Spend in NZD Figures for Year End June STEWART IS. MRTE’s (Monthly Regional Tourism Estimates)
• International visitor spend up 5.6% to $200 million • Domestic visitor spend up 0.6% to $144 million • Total spend up 3.4% to $344 million ACCOMMODATION STATISTICS • Top 5 International Markets 1. Australia (up 7.5%) Guest Night Figures for Year End June 2. USA (up 11.0%) CAM (Commercial Accommodation Monitor) 3. Germany (up 10.1%) • Guest nights up 2.2% to 863,012 4. UK (up 10.1%) • Occupancy rate down from 42.6% to 42.2% 5. China (down 17.4%) Markets • Daily capacity up 2.7% to 3,094 stay-units
Average Length of Stay Year End June Domestic International 42% 58% 1.82 1.99 Days Days SDC National 2.3% 0.2%
Tourism Spend Estimate Year End June $200m Guest Nights Year End June
$180m 900,000 Domestic 800,000 $160m USA 700,000 600,000 UK $140m 500,000 Rest of Oceania 400,000 $120m Rest of Europe 300,000 200,000 Rest of Asia
$100m 100,000 Rest of Americas 0 Republic of Korea YE Jun-15 YE Jun-16 YE Jun-17 YE Jun-18 YE Jun-19 $80m Japan
$60m Germany
China
$40m Canada
Australia $20m Africa and Middle East $0m YE Jun-15 YE Jun-16 YE Jun-17 YE Jun-18 YE Jun-19 SOUTHLAND RTOS
Statistics New Zealand defined geographic areas for Southland’s two RTOs (as at June 2019)
RTO stands for ‘Regional Tourism Organisation’; they exist across NZ. RTOs are responsible for destination marketing - the promotion of their regions to potential domestic and international visitors.
Destination Fiordland is defined as Fiordland National Park, Manapouri, Te Anau and Te Anau Downs. It is important to note that Destination Fiordland is a membership based agency that has, or has had in the past, members beyond these boundaries. This definition allows Destination Fiordland, with disclosure to Great South (Southland NZ), to continue targeting other operators outside of the areas marked on this map.
Milford Sound
Te Anau
Lumsden
Tuatapere Gore Riverton Invercargill
Bluff The Catlins Stewart Island SOUTHLAND RTO
GORE TOURISM SPEND STATISTICS INVERCARGILL
THE CATLINS Total Spend in NZD Figures for Year End June STEWART IS. MRTE’s (Monthly Regional Tourism Estimates)
• International visitor spend up 5.0% to $108 million • Domestic visitor spend up 1.7% to $328 million • Total spend up 2.5% to $436 million ACCOMMODATION STATISTICS • Top 5 International Markets 1. Australia (up 7.5%) Guest Night Figures for Year End June 2. USA (up 4.4%) CAM (Commercial Accommodation Monitor) 3. China (up 2.1%) • International guest nights up 6.4% to 191,939 4. Germany (up 11.3%) • Domestic guest nights down 1.3% to 281,833 5. UK (up 7.0%) Markets • Total guest nights up 1.7% to 473,772 • Occupancy rate down from 37.7% to 37.5% • Daily capacity up 1.2% to 2,158 stay-units
International 25%
Domestic 75% Average Length of Stay Year End June
1.70 1.99 Days Days S RTO National 3.2% 0.2% Tourism Spend Estimate Year End June $350m
$300m Guest Nights Year End June Domestic
USA 500,000
UK $250m 450,000 Rest of Oceania 400,000 Rest of Europe $200m 350,000 Rest of Asia
Rest of Americas 300,000
$150m Republic of Korea 250,000 Japan 200,000 YE Jun-15 YE Jun-16 YE Jun-17 YE Jun-18 YE Jun-19 $100m Germany China
Canada $50m Australia
Africa and Middle East $0m YE Jun-15 YE Jun-16 YE Jun-17 YE Jun-18 YE Jun-19 MILFORD SOUND FIORDLAND RTO
TE ANAU
TOURISM SPEND STATISTICS
Total Spend in NZD Figures for Year End June MRTE’s (Monthly Regional Tourism Estimates)
• International visitor spend up 7.0% to $156 million • Domestic visitor spend up 0.9% to $81 million • Total spend up 4.8% to $237 million ACCOMMODATION STATISTICS • Top 5 International Markets 1. USA (up 13.0%) Guest Night Figures for Year End June 2. Australia (up 8.2%) CAM (Commercial Accommodation Monitor) 3. Germany (up 10.9%) • International guest nights up 0.4% to 533,078 4. UK (up 10.5%) • Domestic guest nights up 4.0% to 194,258 5. China (down 15.2%) Markets • Total guest nights up 1.3% to 727,337 • Occupancy rate down from 46.3% to 45.6% • Daily capacity up 2.4% to 2,350 stay-units Domestic 34%
International Average Length of Stay Year End June 66%
1.88 1.99 Days Days Fiordland National 1.5% 0.2% Tourism Spend Estimate Year End June $160m
$140m Domestic Guest Nights Year End June
USA 750,000 $120m UK 700,000 Rest of Oceania 650,000 $100m Rest of Europe 600,000 Rest of Asia 550,000 $80m Rest of Americas 500,000 Republic of Korea 450,000 $60m Japan 400,000 Germany 350,000 China $40m YE Jun-15 YE Jun-16 YE Jun-17 YE Jun-18 YE Jun-19 Canada
Australia $20m Africa and Middle East
$0m YE Jun-15 YE Jun-16 YE Jun-17 YE Jun-18 YE Jun-19 AIRBNB FIGURES
Airbnb is the largest peer to peer accommodation facilitator in the world. Users can list a spare room or entire house on the platform or stay at another user’s place. As of 2019, there are over 6 million listings worldwide in over 191 countries. Many visitors (both domestic and international) to Southland use Airbnb as they are familiar with the platform and user experience.
STATISTICS FOR YE JUNE 2019:
Southland Region 832 Listings 35.7% Growth
Invercargill City 291 Listings 21.8% Growth
Gore District 43 Listings 79.2% Growth
Southland District 479 Listings 36.2% Growth
Southland RTO 526 Listings 35.9% Growth
Fiordland RTO 306 Listings 35.4% Growth ABOUT THESE STATISTICS
All figures are annual year end to the latest month available. This allows comparison of market trends against the previous year however it means that not all the data in this report is for the current month.
Data is provided for: • Southland Region • Territorial Local Authorities (TLAs) - Invercargill City - Gore District - Southland District • Regional Tourism Organisations (RTOs) - Southland RTO - Fiordland RTO
Great South continues to work with tourism operators to build their profile and develop more reasons for both domestic and international markets to spend more while they are in the region.
SOURCES
Monthly Regional Tourism Estimates – Ministry of Business, Innovation & Employment - June 2019 The MRTEs measure the expenditure of domestic and international visitors in regions across the country. Users can filter the information, e.g. by country of origin, tourism product grouping such as accommodation, transport and retail sales, and by year. Airbnb figures are based on searches undertaken each month by Great South and rely on individual listings being accurately coded to the correct region keyword. Commercial Accommodation Monitor – Ministry of Business, Innovation & Employment - June 2019 Defintion of ‘stay-units’: Number of rooms available in Hotels and Motels, number of beds in backpackers, number of sites in holiday parks. A note on ‘average length of stay’: This is a great way to measure the availability of accommodation and experiences that entice tourists to stay longer. However, increases and declines in this figure often appear better/worse than they actually are. For example, a drop of 2% may seem bad, but equates to only an hour in real terms. Total domestic (and international) guest nights spent in short term accommodation (hotels, holiday parks, backpackers and motels), by month and year. All reasonable efforts have been taken to ensure the quality and accuracy of the information. Great South cannot guarantee the completeness of the information and accepts no liability for any loss suffered as a result of reliance on it. The information is not legal or professional advice and may contain information provided by other information providers. Information may be changed, deleted, added to or otherwise amended without notice.
CONTACT DETAILS [email protected] 03 211 1400