Visitor rise 'fantastic'

Tony Everitt
Tony Everitt
Queenstown has once again showed the largest increase in guest nights in New Zealand, according to Statistics New Zealand's latest figures.

The Commercial Accommodation Monitor (Cam) showed the resort's guest nights were up 19,000 (8.8%) in February compared with the same period last year, making the total this month 234,378.

Queenstown also posted New Zealand's biggest rise in guest nights in December and January.

Destination Queenstown chief executive Tony Everitt said the results were "fantastic" on the back of "what could have been a potentially tough season".

"Well done to the industry on another solid month in our post economic downturn recovery.

"Looking ahead, the outlook is also positive.

"At the same time, we also need to be a little cautious as we head into our low season," Mr Everitt said.

According to the February Cam study, international guest nights in Queenstown were up 17.8% to 177,881 compared with February 2009.

International guests accounted for 75.9% of all guest nights.

However, domestic guest nights were down 12.3% to 56,497.

"This data really shows how successful DQ and the industry have been in marketing Queenstown internationally - particularly in Australia - as an exciting holiday destination," Mr Everitt said.

A joint venture with Air New Zealand meant DQ was able to further build on its spring and summer campaign in Australia.

The partnership enabled DQ to extend the frequency and reach of its print and online advertising campaigns across the Tasman.

DQ's website experienced "massive growth" during the three-month advertising campaign, which ran in Sydney, Melbourne and Brisbane from September to November.

"The advertising campaign used DQ's website as a direct call to action and resulted in a 200% increase of Australian traffic compared to the same period the year before - and alongside this there was a 55% increase in traffic to the website overall," he said.

 

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