Welcome to the Destination Kaikōura Data Dashboard, providing real-time data & analytics helping stakeholders & local businesses understand the trends and dynamics of tourism in our beautiful region.

 

 

 

 

December 2024 Insights:

• December '24, the first month of the summer season, brought a mostly positive outlook for tourism in Kaikōura, with visitor card spending increasing in both domestic and international markets and tourism-related employment expanding. However, accommodation activity remained below December '23 levels.
• International and domestic visitor card spend grew by +11% and +5% YoY, respectively, while guest nights declined (-8% YoY for international visitors, -1% YoY for domestic visitors). This suggests an increase in average visitor spending, a rise in day-trip visitation, or a combination of both. The increase in visitor spend on retail fuel (domestic: +5% YoY, international: +19% YoY) further supports the likelihood of more day trips.
• Domestic visitor card spend on retail food and beverage (+4% YoY) outpaced spending on food and beverage service products (-2% YoY), indicating a growing preference for self-catering over dining out, while still reflecting Kaikōura’s strong culinary offerings. International visitor card spend on retail products surged (+32% YoY), whereas domestic spending in this category declined slightly (-1% YoY).
• Among the top five international markets by card spend volume, strong growth was recorded in the US (+21% YoY) and the ‘Rest of Asia’ market (excluding China, Japan, and Korea) at +30% YoY. Notably, the Canadian market, though still relatively small in total spend volume, saw exceptional growth (+82% YoY), significantly outpacing the national average (+18% YoY). On the domestic front, spend growth was led by Cantabrians (+3% YoY), with additional increases from Aucklanders (+5% YoY) and Wellingtonians (+11% YoY). Conversely, visitor spend from Marlborough declined (-3% YoY).
• The occupancy rate in commercial accommodation saw a slight increase (+1%pt YoY), despite a small decline in total guest nights (-4% YoY). Since the average number of guests per stay unit declined at a slightly faster rate (-5% YoY), the number of occupied stay units actually rose (+1% YoY). The overall drop in guest nights was driven by a decrease in international guest nights (-8% YoY), while domestic guest nights remained relatively stable (-1% YoY).
• Despite the overall decline in international guest nights, small motels (stay units below 20) recorded a +16% YoY increase in international guest nights, though domestic guest nights in this category fell (-3% YoY). In contrast, holiday parks and campgrounds saw strong growth in domestic guest nights (+9% YoY), while international guest nights declined (-4% YoY).
• Both small motels and holiday parks/campgrounds recorded total guest night growth of +4% YoY. However, only holiday parks and campgrounds saw an increase in occupancy rate (+3%pt YoY), as the rise in available stay units in small motels kept occupancy levels stable. Meanwhile, short-term rental occupancy declined by -5%pt YoY, performing slightly better than the national average (-7%pt YoY).
• Tourism-related employment in Kaikōura grew slightly (+2% YoY), while employment earnings saw significant growth (+33% YoY), a positive outcome for the local community. Interestingly, despite weaker accommodation activity this month compared to last year, the number of filled jobs in the accommodation sector increased by +7% YoY, somewhat in line with the increase in year-ending total guest nights (+2% YoY). Additionally, strong growth was seen in the travel and tour services industry, where filled jobs rose by +13% YoY.