Executive Summary

This report provides an analysis of the International Visitor Survey (IVS) data from January to December 2024 to understand the visitor experience and gain insights into Niue tourism industry.

Key findings include:

1. Visitor Profile: The majority of visitors to Niue were from New Zealand (82%), followed by Australia (10%) and Pacific Island countries (3%). The typical visitor was aged between 35-54 years, with an average household income of NZD 140,700. Most visitors travelled with their partner or family, with a smaller proportion traveling alone or with friends.
2. Visitor Characteristics & Preferences: The top three purposes for visiting were holidays (69%), visiting friends and relatives (17%), and business or conferences (9%). The average length of stay was 8.8 nights, and 49% of respondents were first-time visitors. Visitors predominantly stayed in hotels or guesthouses, with a preference for mid-range accommodations. Popular activities included snorkelling, diving, hiking, and cultural experiences. Visitors also enjoyed the natural beauty and tranquillity of the island.
3. Information & Decision Making: Friends and family (50%) were the most influential sources of information, followed by previous visits (24%) and the Official Niue Travel Website (12%). Key factors influencing the decision to travel to Niue included its natural attractions, quiet and relaxing atmosphere, and opportunities for outdoor activities and experiences. Most visitors booked their travel and accommodation online, with a significant number using travel agents.
4. Visitor Spending & Impact: The average prepaid expenditure per person was NZD818, and the average local spend per person per day was NZD1,566. The estimated return to the economy was 40%. Spending was mainly on accommodation, food and beverages, and activities. The tourism sector had a substantial impact on Niue’s economy, supporting local businesses and employment.
5. Visitor Satisfaction: Visitors reported high levels of satisfaction with their experience in Niue, particularly appreciating the friendly locals, natural environment, and unique experiences. Some areas for improvement included better infrastructure, more diverse dining options, and enhanced marketing efforts to attract more visitors. Despite these challenges, 98% of visitors indicated that they would recommend Niue to their family and friends and expressed a strong willingness to return.

Executive Summary

This report provides an analysis of the International Visitor Survey (IVS) data from January to June 2024 to understand the visitor experience and gain insights into Niue tourism industry.

Key findings include:

1. Visitor Profile: The majority of visitors originated from New Zealand (81%), followed by Australia (9%) and the Pacific Islands (4%). Most of these visitors were between the ages of 50 and 69, with an average household income of NZD 144,975.
2. Visitor Characteristics & Preferences: The top three purposes for visiting were holidays (64%), visiting friends and relatives (16%), and business or conferences (13%). The average length of stay was 8.4 nights, and 45% of respondents were first-time visitors.
3. Information & Decision Making: Friends and family (42%) were the most influential sources of information, followed by previous visits (24%) and the Official Niue Travel Website (12%). Key factors influencing the decision to travel to Niue included its natural attractions, peaceful and relaxing atmosphere, and opportunities for outdoor activities and experiences.
4. Visitor Spending and Impact: The average prepaid expenditure per person was NZD805, and the average local spend per person per day was NZD1,432. The estimated return to the economy was 40%.
5. Visitor Satisfaction: Visitors were generally satisfied with their overall experience in Niue, giving the highest satisfaction ratings for the friendliness of the Niuean people, the vehicle rental experience, and the overall level of service in Niue.

The report also highlights areas for improvement, such as the availability of fresh local produce, supermarket supplies, and tourism information. Despite these challenges, 98% of visitors indicated that they would recommend Niue to their family and friends and expressed a strong willingness to return.