We’ve just reviewed the latest Domestic Visitor Satisfaction report, commissioned by Tourism Industry Aotearoa, and there’s some great insight into how Palmerston North and Manawatū are performing in the national tourism landscape. Here’s what stood out, and what it means for us locally. 

Three out of four Kiwis took a domestic leisure trip in the past year, that’s 75% of New Zealanders, up slightly from last year. This is a great indication that people are still keen to explore their own backyard, especially for short breaks and to visit whānau or attend events.  

“It’s encouraging to see that domestic travel remains strong. That’s a big opportunity for our region to keep attracting weekenders, event-goers and those visiting friends and whānau.” says Janet Reynolds, CEDA’s Marketing and Communications Manager.

What This Means for Local Businesses

Here are a few takeaways for our visitor industry, hospitality and retail operators:  

Short trips are the norm: Most domestic holidays are around three days - think weekend packages, easy itineraries, and event tie-ins.  

Value matters: Cost was the most common reason people hesitated to recommend domestic travel. Offering good value, bundled deals, and off-season specials could help turn satisfied visitors into loyal promoters.  

Local pride is strong: Many travellers said they want to explore New Zealand before heading overseas. That’s a great sentiment to tap into with regional storytelling and authentic experiences.  

Palmerston North and Manawatū Visitor Satisfaction:

• Our region received an average satisfaction score of 8.5/10, which is on par with the national average. Overall, satisfaction is strong across all regions, with Palmerston North and Manawatū performing comparably to larger destinations.   

• NPS - The region scored +48, which is equal to Auckland and Wellington, and only slightly below top performers like Nelson (+61) and Northland (+59). This indicates a solid base of promoters willing to recommend the region, though there’s room to grow.  

“We’ve got the right ingredients - great scenery, epic eateries, friendly locals, lush outdoor activities and a growing events calendar. Let’s keep refining the recipe to make Manawatū a must-visit destination.” adds Reynolds.  

With the cooler months upon us, it’s more important than ever for our local industry to leverage the events and content on offer and tap into their databases. Remind previous customers why they need to come back to the region to explore something new, something different, or to check out an upcoming event.

There are several tools and resources available that you can use to target your databases, social channels and more, including: 

• Fresh Finds Seasonal Newsletter here 
• Itinerary Ideas here 
• Key Events here 
• Local Stories and Ideas here