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The Taranaki Travel Market
by Alasdair
McIntyre, 21st August 2007
In the year ended March 2007, the Taranaki market (comprising the
main urban centre of New Plymouth) accounted for 3% of New Zealand's total population of 4.2 million but
a below average 2% of all overseas travel departures.
In the twelve month period under review, a total of 31,358 residents of the
Taranaki region
departed on overseas trips, representing 1
overseas trip per 3.4 head of population. This
compared with the national average ratio of 1 overseas trip per 2.2 head
of population placing Taranaki in seventh place for overseas travel penetration of its market population .
In the year ended March
2007, the Taranaki resident was
more likely to travel overseas on
"holiday" at 48% of all departures, than the national average of 42%. On the other hand, the
Taranaki traveller
was much less likely to travel overseas for "business" reasons at
14% than the national average of 19%.
In the year ended March
2007, 55% of all Taranaki overseas departures were bound for
Australia as their "area of main destination" (compared with
the national average of 50%), while 10% headed for Europe and 7% for
Asia. 6% of all Taranaki overseas
travellers were bound for North America in the twelve month period, with
6% leaving for the "other" South Pacific Islands and less
than 5% for Fiji.
Taranaki
TRAVEL TO AUSTRALIA
In the year ended March 2007, total Taranaki departures to Australia, as "area
of main destination", fell by just 0.1% with "holiday" travel
down 9% and departures for "VFR" and "business"
reasons up 5% and 4% respectively. The Taranaki share of total New Zealand travel to
Australia in the twelve month period was recorded at less than 2%.
Taranaki
TRAVEL TO ASIA
Total
departures to Asia from the Taranaki market increased by 2% in the year
ended March 2007, with "business" travel up 71% and departures for
"holiday" and "VFR" reasons down 15% and 34%
respectively. The Taranaki share of total New
Zealand travel to Asia in the twelve month period was recorded at 1%.
Taranaki
TRAVEL TO EUROPE
Total
departures to Europe from the Taranaki market increased by 40% in the year
ended March 2007, with "holiday" and "VFR" travel up 88% and
17% respectively and departures for "business" reasons down 46%. The
Taranaki share of total New
Zealand travel to Europe in the twelve month period was recorded at 2%.
Taranaki
TRAVEL TO NORTH AMERICA
Total
departures to North America from the Taranaki market rose by 13% in the twelve month period under review, with "holiday"
travel up 14% and and departures for "VFR" and "business"
reasons up 33% and 1% respectively. The Taranaki share of total New
Zealand travel to North America in the year ended March 2007 was recorded
at 2%.
Taranaki
TRAVEL TO FIJI
Taranaki
travel to
Fiji declined by 19% in the year ended March 2007, with "holiday"
and "business" departures
down 18% and 90% respectively and "VFR" travel up 3%. The Taranaki
share of total New Zealand travel to Fiji in the twelve month period under
review was recorded at just over 1%.
Taranaki
TRAVEL TO THE OTHER SOUTH PACIFIC ISLANDS
In the year ended March 2007, total Taranaki departures to the "other"
South Pacific Islands, as "area of main destination",
increased by 27% with "holiday" and "business" travel
up 38% and 67% respectively and
"VFR" departures down 85%. The Taranaki share of total New Zealand travel to the "other" South Pacific
Islands in the twelve month period ended March 2007 was recorded at just
under 2%.
Each quarter, asmal new
zealand travel provides a full analysis of New Zealand outbound
travel by all regional markets and purpose of trip. asmal new zealand travel's
fifty page analysis of the New Zealand outbound travel
market is published
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