The West Coast of New Zealand is witnessing an outstanding surge in tourism, with visitor spending numbers for 2023 exceeding those of the previous year by over 30 percent.
The impressive growth far exceeds the national average increase of 11.6 percent, marking an impressive milestone for the region’s tourism industry.
With a focus on visitor figures, the latest results from this report include both international and domestic visitors, and highlight the West Coast’s growing appeal as a premier tourist destination.
Development West Coast Chief Executive, Heath Milne, expressed his elation at these results and said, “It’s an outstanding result.”
He further emphasised the domestic impact and said, “Kiwis have discovered the Coast and have decided to keep coming here.”
Contributing factors to this surge in visitor numbers is in part due to a strong and full 12 months since New Zealand borders reopened, and the increase in domestic and international flights.
The introduction of new attractions and products have also significantly enhanced the region’s tourism appeal. The opening and completion of seven new upgrades and experiences to the region highlights it’s art, culture, and history.
Among these is the introduction of recent rail based tourism packages in 2023, based around Great Journeys New Zealand’s TranzAlpine scenic train encouraging visitors to get out and explore the West Coast.
In addition, initiatives like the West Coast Regional Events, is part of the government’s $50 million (US$30.5 million) Regional Events Fund that has helped to boost domestic tourism by supporting existing and continuing regional events such as the unique True West Adventure Race. The race is an annual group adventure challenge tackling some of New Zealand’s most remote terrains.
The $17.8 million Government funded Māori Cultural Experience, Pounamu Pathways Discovery Centre in Greymouth, designed by Weta Workshop, also stands out as a major drawcard for its tourism sector.
Since its opening in December 2023, the “world-class” centre has captivated visitors in learning about the West Coast’s culture and history. In addition, it serves to boost local tourism operators, provide sustainable employment opportunities, and provide upskilling opportunities for locals.
Mr. Milne said The Pounamu Pathways Discovery Centre exemplifies the kind of attractions that have resonated strongly with both international tourists and New Zealanders alike, and highlights the importance of these new developments in not only attracting first-time visitors but also in retaining them.
This tourism boom on the West Coast is a nod to the region’s ability to reinvent and market itself effectively in the competitive tourism industry. The significant rise in visitor spending is not only a bonus for local businesses but also a positive indicator of the region’s economic health and potential for future growth.
As the West Coast continues to capitalise on its natural beauty and unique attractions, it sets a benchmark for other regions aiming to boost their tourism sectors.
The success story of the West Coast serves as an example of how innovation, coupled with a deep understanding of visitor preferences, can lead to remarkable achievements in the tourism industry.
