TIA survey shows positive optimism across the tourism industry

Tourism Industry Aotearoa’s recent member Workforce Survey shows that business confidence has increased significantly, with 86% of tourism organisations feeling confident about the year ahead, up 11% on 2024 results. 

TIA Chief Executive Rebecca Ingram says, “It is incredibly positive that optimism is high across the tourism industry as we head into the summer season, especially given how tough it is out there for businesses at the moment.” 

A number of factors are contributing to the lift. “Arrivals, while variable, are showing growth, with arrivals to the end of July inching up to 87% of pre-Covid levels. Our members have also told us they are seeing good forward bookings, indicating the potential of a further lift over summer.”  

Ms Ingram also highlights the continued momentum from the government, recent visa changes, airline connectivity, and the opening of the New Zealand International Conference Centre in February and One New Zealand Stadium in Ōtautahi Christchurch due in April, which are all playing a part in lifting optimism.    

“With 47% of survey respondents actively recruiting, the industry is gearing up for summer. Importantly these jobs are spread across the country and deliver broad economic benefits for communities across the motu.”  

The top three challenges facing the tourism industry remain consistent with 2024 feedback, including increased costs and product pricing, weather-related challenges and managing burnout and the mental wellbeing of their staff. 

Steps being taken by organisations to ensure they are an employer of choice include offering flexible working hours, encouraging staff to attend conferences and events (up 7% year-on-year to 44%), providing equal opportunities for career progression (up 2% to 40%) and actively adopting new technology to boost workplace efficiencies (up 4% to 36%).