Tuesday, April 24th, 2012 - Roy Morgan Research
The percentage of New Zealanders who would like to holiday in the Christchurch/Canterbury region has fallen since the Christchurch earthquake in late February 2011; as a result the Northland/Bay of Islands region is now the most preferred domestic holiday destination.
 
In the twelve months to January 2012 21% of New Zealanders 14+ years said they would like to holiday in the Christchurch/Canterbury region in the next two years, down from 26% in the twelve months to January 2011.

Northland/Bay of Islands is now the most preferred domestic holiday destination, with 26% saying they would like to holiday there, closely followed by Greater Auckland at 25% and Coromandel at 24%.

Overall, New Zealanders’ preference for a domestic holiday is 75% for the twelve months to January 2012, down from 77% in twelve months to January 2011; by contrast the preference for an overseas holiday has remained steady over the past year at 60%.


New Zealand preference to holiday at domestic destinations in next 2 years


Source: Roy Morgan New Zealand Single Source (February2010 – January 2012, average annual sample n=11,783).


Jane Ianniello, International Director of Tourism, Travel & Leisure, Roy Morgan Research, says:
 
“The widespread media coverage of the Christchurch Earthquake in late February 2011 and the subsequent June quake has caused the Christchurch/Canterbury region to lose appeal as a domestic holiday destination.

“Although preference for a domestic holiday has declined over the past year, there are still 2.6 million New Zealanders who are interested in taking a domestic holiday, and it is important to understand their demographic, attitudinal and behavioural profile and to tailor an appropriate communication message.”

 
Our detailed and extensive range of New Zealand Holiday Destination Preference Profiles includes New Zealanders who would like to take a holiday at different New Zealand regional destinations and overseas destinations.

Our detailed and extensive range of New Zealand Holiday Destination Visitor Profiles provide an overview of the target group including information on their demographics, attitudes, activities and media usage.

Our detailed and extensive range of profiles of New Zealand holidaymakers by Holiday Activity include Beach Holiday, Backpacker Holiday, Casino Holiday, Disco/Nightlife, Hunter/Fisher Holiday, and many more.

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Christchurch earthquake

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