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The Northland Travel Market
by Alasdair
McIntyre, 1st August 2007
In the year ended March 2007, the Northland market (comprising the urban
centre of Whangarei) accounted for 4% of New Zealand's total population of 4.2 million but
a below average 2% of all overseas travel departures.
In the same twelve month
period, a total of 40,352 residents of the Northland region
departed on overseas trips, representing 1
overseas trip per 3.8 head of population. This
compared with the national average ratio of 1 overseas trip per 2.2 head
of population.
In the year ended March
2007, the Northland resident was
more likely to travel overseas on
"holiday" at 45% of all departures, than the national average of 42%. On the other hand, the
Northland traveller
was much less likely to travel overseas for "business" reasons at
13% than the national average of 19%.
In the year ended March
2007, 51% of all Northland overseas departures were bound for
Australia as their "area of main destination" (compared with
the national average of 50%), with 12%
leaving for Europe and 9% for the "other" South
Pacific Islands. 7% of all Northland overseas
travellers were bound for North America in the twelve month period under review
with 6% heading for Asia and 5% for Fiji.
NORTHLAND TRAVEL TO AUSTRALIA
In the year ended March 2007, total Northland departures to Australia, as "area
of main destination", fell by 13% with "holiday" travel
down 19% and departures for "VFR" and "business"
reasons down 10% and 1% respectively. The Northland share of total New Zealand travel to
Australia in the twelve month period was recorded at 2%.
NORTHLAND TRAVEL TO ASIA
Total
departures to Asia from the Northland market declined by 26% in the year
ended March 2007, with "holiday" travel down by 25% and departures for
"VFR" and "business" reasons down 23% and 22%
respectively. The Northland share of total New
Zealand travel to Asia in the twelve month period was recorded at 1%.
NORTHLAND
TRAVEL TO EUROPE
Northland
travel to
Europe, in the year ended March 2007, increased by 65%
with "holiday" travel up 66% and departures for "VFR"
and "business" reasons up 70% and 50% respectively. The Northland
share of total New Zealand travel to Europe in the twelve months ended
March 2007 was recorded at 3%.
NORTHLAND
TRAVEL TO NORTH AMERICA
Total
departures to North America from the Northland market rose by 13% in the twelve month period under review, with "holiday"
and "business" travel up 5% and 92% respectively and departures for "VFR" reasons down
3%. The Northland share of total New
Zealand travel to North America in the year ended March 2007 was recorded
at 3%.
NORTHLAND
TRAVEL TO FIJI
Northland
market travel to
Fiji fell by 22% in the year ended March 2007, with "holiday"
and "business" departures
down 19% and 69% respectively and "VFR" travel up 36%. The
Northland share of total New Zealand travel to Fiji in the twelve month period under
review was recorded at 2%.
NORTHLAND
TRAVEL TO THE OTHER SOUTH PACIFIC ISLANDS
In the year ended March 2007, total Northland departures to the "other"
South Pacific Islands, as "area of main destination",
increased by 16% with "holiday" and "business" travel
up 19% and 100% respectively and
"VFR" departures down 34%. The Northland share of total New Zealand travel to the "other" South Pacific
Islands in the twelve month period ended March 2007 was recorded at 3%.
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