The percentage of New Zealanders who would like to holiday in the Christchurch/Canterbury region has fallen since the Christchurch earthquake in late February 2011; as a result the Northland/Bay of Islands region is now the most preferred domestic holiday destination.
In the twelve months to January 2012 21% of New Zealanders 14+ years said they would like to holiday in the Christchurch/Canterbury region in the next two years, down from 26% in the twelve months to January 2011.
Northland/Bay of Islands is now the most preferred domestic holiday destination, with 26% saying they would like to holiday there, closely followed by Greater Auckland at 25% and Coromandel at 24%.
Overall, New Zealanders’ preference for a domestic holiday is 75% for the twelve months to January 2012, down from 77% in twelve months to January 2011; by contrast the preference for an overseas holiday has remained steady over the past year at 60%.
New Zealand preference to holiday at domestic destinations in next 2 years
Source: Roy Morgan New Zealand Single Source (February2010 – January 2012, average annual sample n=11,783).
Jane Ianniello, International Director of Tourism, Travel & Leisure, Roy Morgan Research, says:
“The widespread media coverage of the Christchurch Earthquake in late February 2011 and the subsequent June quake has caused the Christchurch/Canterbury region to lose appeal as a domestic holiday destination.
“Although preference for a domestic holiday has declined over the past year, there are still 2.6 million New Zealanders who are interested in taking a domestic holiday, and it is important to understand their demographic, attitudinal and behavioural profile and to tailor an appropriate communication message.”
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