Executive Summary
The survey was carried out over a three-month period from April to June 2025. A total of 26 responses were received, of which 25 were deemed valid and analysed.
Among the respondents, 64% were Niue nationals. The majority of businesses were based in Alofi South (60%), while Alofi North, Hakupu, Makefu, and Tamakautoga each accounted for 8%, and Namukulu and Tuapa each represented 4%.
In terms of business sectors, 24% were accommodation providers and another 24% were engaged in retail/handicrafts. A further 12% operated in visitor activities and tours, 12% in food and beverage services, 8% in agriculture, and 4% each in services and trades/construction.
Annual turnover across businesses averaged between NZD 21,000 and NZD 50,000, with tourism contributing 45% of total revenue.
Respondents also highlighted several challenges: 26% pointed to labour mobility issues and limited access to financial resources, 21% noted difficulties with air and freight services, and 16% identified high costs. An additional 5% cited challenges such as limited advertising and marketing, export market downturns, human resource development gaps, a shortage of accommodation, the need for technical support, safety and health concerns, insufficient scientific research, stakeholder and customer engagement difficulties, and adverse weather conditions.
Despite these obstacles, many businesses remained optimistic about the future. Opportunities identified included enhanced support and product development (29%), greater sustainability advocacy (24%), improved income and livelihood opportunities, hospitality training, and market-driven stability and investment (18%). Other opportunities highlighted were collaboration and partnerships, cultural tourism development, and improvements in air and freight services (12%). Looking ahead, respondents also underscored the importance of infrastructure development, diversification of export markets, and building a stronger media presence to ensure the long-term growth and sustainability of Niue’s tourism sector.
