Regional Trends Explained
Understanding the latest regional tourism trends is essential for businesses looking to optimise their offerings, enhance visitor experiences, and maximise economic benefits.
Below is a breakdown of visitor demographics and expenditure data specific to the Wānaka region to help businesses make informed decisions.
Visitor Demographics: Who’s Coming and Why It Matters
Tourism in our region is driven by a mix of domestic and international visitors, each with distinct behaviours and expectations.
- Domestic Visitors: A strong proportion of regional tourism comes from domestic travellers, particularly those seeking short getaways, adventure activities, and cultural experiences.
- International Visitors: Key source markets include Australia, North America, and parts of Europe. These visitors tend to stay longer and spend more per trip, often focusing on premium experiences, nature-based tourism, and multi-day itineraries.
- Age & Interests: Millennials and Gen Z travellers show increasing interest in sustainable travel and digital-first experiences, while Baby Boomers and Gen X prefer comfort-driven itineraries with a focus on heritage, food, and wine.
Expenditure Data: Where the Dollars Are Spent
Analysing visitor spending habits can help refine offerings and create more tailored experiences.
- Food & Beverage: A growing interest in local and sustainable food means visitors are willing to pay more for authentic culinary experiences, from farmers’ markets to high-end dining.
- Activities & Attractions: Adventure tourism, eco-tourism, and cultural experiences continue to be major drivers of visitor spend, with an increasing demand for guided and personalised experiences.
- Retail: Sustainable, locally made products are trending, with visitors seeking meaningful keepsakes that support local communities.
Turning Insights into Action
For businesses and stakeholders, leveraging these trends means:
- Optimising Product Offerings: Tailor experiences to meet the preferences of key visitor segments.
- Strategic Marketing & Promotions: Align campaigns with trends to maximise reach and engagement.
- Enhancing Visitor Experience: Improve customer service, digital touchpoints, and value-added services to increase repeat visitation and spending.
- Sustainable Growth Planning: Balance visitor demand with community and environmental sustainability to ensure long-term success.
By understanding these regional trends, businesses can create meaningful, profitable visitor experiences. Head to the latest data and research available to members here
