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New tool to activate domestic tourism

November 11, 2016 Destination Global No Comments Email Email

A new and innovative online tool has been developed to help New Zealand’s tourism industry maximise the value it gets out of domestic tourism and encourage Kiwi travellers to visit more regions year round.


TIA Chief Executive Chris Roberts at the Summit

DGiT (Domestic Growth Insight Tool) and the extensive insight that sits behind it were revealed to more than 250 industry leaders at today’s Tourism Summit Aotearoa in Wellington.

The tool is the first key initiative to come out of a project to activate domestic tourism, spearheaded by Tourism Industry Aotearoa working with private and public sector partners.

TIA Chief Executive Chris Roberts says DGiT is designed for tourism businesses and regional tourism organisations.

“Free, practical and simple to use, DGiT helps tourism operators to identify which Kiwi travellers to target, when they want to visit, their motivation for travel, what else they want to do and their preferred type of accommodation. It can also suggest the best way to market to them.”

Mr Roberts says domestic tourism is worth $20.2 billion annually to New Zealand – more than international tourism. But until now there’s been a gap in readily available insight about who travels domestically and why.

Colmar Brunton was contracted to develop DGiT and undertake research into domestic tourism. That included surveying 6000 Kiwis about their travel habits.

“From family holidays to day trips, we have a tremendous opportunity to significantly increase the $55 million New Zealanders spend daily on domestic travel,” says Mr Roberts.

“Persuading more New Zealanders to use their discretionary dollars on a domestic travel experience will result in more successful tourism businesses. Other businesses that sell products and services to visitors will also profit, such as supermarkets, petrol stations, cafes and bars.

“Growing domestic tourism will also help address two of the industry’s biggest challenges – smoothing out seasonal peaks and troughs and stimulating regional dispersal. If Kiwis are given the right incentives and information, they’ll be attracted to travel to new parts of the country and at different times of the year.”

Mr Roberts says domestic travellers are the lifeblood of many tourism businesses before they expand into the international market.

“Grow this market and we’ll grow their business capability and ‘export readiness’.

“And the more we activate domestic tourism, the faster we’ll reach the tourism industry’s Tourism 2025 $41 billion aspirational goal.”

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