For immediate release 15 September 2015
Research shows i-SITEs play a key role in unlocking visitor spending
New research has highlighted the key role i-SITE visitor centres play in unlocking visitor spending in New Zealand’s
lucrative tourism sector.
The Economic Impact Analysis of the i-SITE Network report shows that i-SITEs improve visitor experiences, which in turn increases local spending and generates local
benefits.
It also showed that for every $1 provided in funding, the network returns on average $8.70 in GDP.
i-SITE New Zealand Executive Manager Paul Yeo says tourism, both domestic and international, generates $23.7 billion of
expenditure in New Zealand, making it one of New Zealand’s largest industries.
“As the global tourism market grows, the international tourism dollar coming to New Zealand is expected to increase.
“One of the keys to maximising tourism’s potential is to have an informed tourism market place that can respond to
visitor needs.
“With over 80 i-SITEs servicing around 7.5m domestic and international tourists around the country the research shows
that the i-SITE network is playing an important role in this area.”
The i-SITE network processes $73.6m of sales. The largest volume (40 per cent) being in accommodation, at $29.8m,
followed by activities at $24.8m (34 per cent), and travel at $19.1m (26 per cent).
Mr Yeo says it’s due to the interaction they have with i-SITES that visitors are influenced to make additional purchases
directly with local businesses.
“The research indicates that the overall visitor spending facilitated and handled by the i-SITE network is estimated at
around $298.5m.
“Around $109.3m of this spending can be directly attributed to the network and would not have taken place if the i-SITEs
did not exist.
“This means that for every $1 of direct sales made by the i-SITE network, there is $1.48 total additional spending in
the wider economy,” says Mr Yeo.
Through economic modelling, the research demonstrates that the total net economic effect on GDP generated by the i-SITE
network to the New Zealand economy is estimated at $146.8m. i-SITE is New Zealand’s official visitor information network
delivering expert local knowledge at over 80 locations. More than seven million people visit i-SITEs every year for
information, itinerary planning and bookings.
Mr Yeo says in most regions, around two-thirds of the GDP generated stays within the region.
“Other key indicators show that the economic effects support 2,200 job equivalents and return $90.2m to households
through income.
The Economic Impact Analysis of the i-SITE Network report was commissioned by i-SITE New Zealand and Auckland Tourism, Events and Economic Development (ATEED) and released
in May 2015. The work was led by Market Economics with Colmar Brunton.