New Zealand is setting its sights on elevating its tourism industry to new heights with a major cash injection aimed at boosting its gourmet scene. The country has devised a four-year plan to increase its international tourism revenue from NZ$8.2 billion in 2023 to a staggering NZ$13.2 billion by 2028. At the core of this ambitious development is the nation’s food and drink sector, as research indicates that 85% of visitors to New Zealand prioritize food and drink tasting during their travels.
René de Monchy, chief executive of Tourism New Zealand, emphasized the importance of visitors patronizing local eateries and bars, stating that they play a vital role in supporting communities across the country. With an abundance of fresh seafood, world-class wine, craft beer, and high-quality produce, New Zealand offers a diverse culinary landscape for tourists to explore. From cafes and restaurants to wineries and breweries, visitors have a plethora of options to indulge in the country’s gastronomic delights.
According to Tourism New Zealand’s research, tourists from the UK show the greatest interest in experiencing New Zealand’s culinary offerings, with 89% of Brits prioritizing food and drink experiences. German and American tourists also rank food and drink tasting highly on their itineraries, with 87% and 83% respectively. Additionally, 74% of potential Australian tourists recognize New Zealand as a premier destination for exceptional food and wine experiences.
The country’s renewed focus on tourism aligns with its broader goal of doubling exports over the next decade. By showcasing its gourmet scene to international visitors, New Zealand aims to encourage them to seek out and purchase New Zealand food and drink products in their home markets. This strategy is crucial in achieving the government’s export targets and driving economic growth.
New Zealand’s wine industry stands out as a key export, with 421 million bottles shipped in 2023 and global export sales reaching £1.1 billion. However, dairy products remain the country’s top exports, generating NZ$11.2 billion in revenue. Other significant exports include meat, fisheries, forestry, and select horticulture products, collectively accounting for 95% of New Zealand’s total exports in 2024.
Tourism New Zealand is also looking to attract more visitors during the off-peak season, between June and August, when the country’s food and drink offerings can take center stage. As temperatures drop and rainfall increases during these months, tourists are likely to seek refuge in restaurants and bars, providing an opportunity to showcase New Zealand’s culinary diversity.
In conclusion, New Zealand’s ambitious plans to enhance its gourmet scene and elevate its tourism industry demonstrate a strategic approach to driving economic growth and promoting the country’s unique culinary offerings to a global audience. With a focus on quality food and drink experiences, New Zealand is poised to attract and retain visitors who will contribute to the country’s export growth and economic prosperity.