Seaplanes, America’s Cup
yacht charters and the Harbour Bridge Skypath are among visitor
experiences forecast to help lift Auckland’s annual tourism
dollar take to $7.2 billion in 2021.
Mayor Len Brown said the city’s visitor economy was booming
and plans were in place to expand from a $4.8 billion
industry in 2012 to $7.2 billion in 2021 - representing 50
per cent growth per annum.
Auckland’s previous 10-year visitor plan, released by
Auckland Tourism, Events and Economic Development (ATEED) in
2011, was to grow the visitor economy from $3.3 billion in
2010 for $6 billion annually in 2021.
The increase would be achieved by increasing international
tourism from $2.46 billion in 2012 to $4.23 billion in 2021
and domestic tourism from $2.37 billion in 2012 to $3 billion
in 2021, Mr Brown said.
‘‘In real terms, that means an extra 12,000 jobs for our
Many of those jobs would be created in hospitality sector,
which had high uptake of youth employment, he said.
‘‘We’ve still got high youth unemployment figures and its
great to see job growth in an area where we can take on young
‘‘Two-thirds of these jobs will be front-line retail
attraction and hospitality businesses, while others will
include the likes of construction, to build new hotels and
crew boats,’’ Mr Brown said.
ATEED chief executive Brett O’Riley said tourism was the
city’s largest industry and the core of the economic growth
story for Auckland.
To achieve the $7.2 billion goal, the organisation hoped to
maximise the value of the tourism dollar, he said.
Over the next decade it was estimated that Auckland’s inbound
air capacity would need to grow by around 200,000 seats per
year and Auckland would need up to 3400 new hotel rooms by
2021, he said.
‘‘Our approach is to grow demand for Auckland and enhance the
visitor experience. It’s about marketing the destination
while simultaneously capitalising on Auckland’s amazing
natural assets and improving the visitor product offering.’’
Auckland was no longer simply the gateway to New Zealand, but
also a destination in its own right, Mr O’Riley said.
To reach the $7.2 billion target, the group were marketing
not only to New Zealand’s domestic market, Australia and
China, but also USA, Indonesia, Japan and the emerging market
of South America.
‘‘We think the downturn in the Australian economy is going to
have Australians looking closer to home for holiday
experiences and so Auckland and New Zealand stand to benefit
One of the strategies to increase tourism from China was
dubbed the GEM - Golf, Equine and Marine - strategy, Mr
The number of cruise ships visiting Auckland was also
expected to increase.
‘‘We believe in a short period of time we will have between
two and four cruise ships arriving in Auckland on a daily
‘‘Fast-forward two or three years to the [completion] of the
New Zealand International Convention Centre, where we’re
going to having conventions here with up to 4000 or 5000
delegates and their partners - that’s another 10,000
How the $7.2 billion target will be reached
* $402 million New Zealand International Convention Centre
between Nelson and Hobson Streets
* New $50 million 5-star hotel Sofitel So ‘designer’ hotel at
the site of the old New Zealand Reserve Bank on Customs St
* New $350 million, 52-level tower on corner of Albert,
Victoria and Elliott streets. The tower will be the second
tallest building in the country and will include restaurants,
sky decks, and a 302 room hotel. It will also be on the City
Rail Link route.
* Luxury $200 million 200 room 5-star hotel in Wynyard
Quarter at the site of the Team New Zealand base
* GEM - Golf, Equine and Marine attractions
* Auckland International Airport expansion plans, included
increasing Ibis hotel capacity by 50 per cent
* Infrastructure - City Rail Loop and eventually rail access
to Auckland Airport
* $32 million WERO artificial whitewater park at the Vodafone
Events Centre in Manukau
* SkyPath clip-on walk and cycleway suspended beneath the
Auckland Harbour Bridge
* Auckland seaplanes, flying from Wynyard Quarter to Hauraki
* America’s Cup sailing charter, Waitemata Harbour
* More international students
* More super yachts
* More cruise ships
- By Brendan Manning of