Tourism in Northland – Paul Davis, Northland Inc

Tourism in Northland – Paul Davis, Northland Inc


Tourism’s one of the major industries in
Northland’s economy and if you look at tourism around New Zealand,
Northland ranks number six in terms of either guest nights or visitor spend. Tourism’s the second largest industry sector
from a jobs point of view, after agriculture and forestry combined. All regions of New Zealand have seasonality
or dispersal as an issue to some extent. Here we have extremities in Northland. We’ve got one of the most seasonal visitor
industries in the country – very high peak with domestic visitors over
the Christmas/New Year period and a very low trough during the winter months, based around our long-term reputation as a
summer holiday destination. A lot of the products and services, experiences,
we have here are based around outdoors experiences and
the water. The issues around tourism and jobs are the
same as – you know – they mirror the pattern of tourism visitation. That is, we have a lot of seasonal jobs, so
the challenge is to change those to more year-round jobs and
higher value jobs. If you said to many tourism businesses in
Northland that there were too many people for most months of the year they’d say, “no, we can handle a lot more”.

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