Pacific Tourism Organisation and Niue Tourism Office Unveil Key Insights from 2024 International Visitor Survey

The Pacific Tourism Organisation (SPTO), through its Pacific Tourism Data Initiative (PTDI), has collaborated with the Niue Tourism Office to release its latest International Visitor Survey (IVS) report, covering January to June 2024. This comprehensive report provides a detailed view of international visitors’ preferences, spending patterns, and experiences, guiding future tourism strategies to align with market demands and enhance Niue’s unique tourism offerings.

Niue Tourism Office Director, Micah Fuhiniu-Viviani, mentioned that the survey findings offer a valuable resource for both local and regional stakeholders, helping to drive sustainable and strategic growth for Niue’s vibrant tourism industry.

“These surveys are invaluable in shaping a resilient and responsive tourism sector. The insights from these reports allow us to enrich visitor experiences and bolster Niue’s standing as a destination,” Ms Fuhiniu-Viviani shared.

Key Findings from the 2024 Report Include revealed, 81% of visitors came from New Zealand, followed by Australia nine percent and other Pacific Islands four percent. A majority of these visitors were aged 50 to 69, with an average household income of NZD 144,975, and 45% were first-time visitors, demonstrating Niue’s growing appeal.

Most visitors came to Niue for holidays (64%), with others visiting friends and relatives (16%) or for business/conferences (13%). With an average stay of 8.4 nights, Niue’s tourism appeal spans both leisure and business.

International visitors contributed significantly, with average prepaid spending per person of NZD 805 and daily local spending of NZD 1,432. This brought an estimated economic return of 40%, underscoring the positive community-wide impact of international tourism.

SPTO Chief Executive Officer Christopher Cocker mentioned that the report also highlights the critical role of PTDI in providing real-time, actionable data, enabling destinations to adapt quickly to global tourism trends.

“In the ever-changing world of tourism, data-driven insights are key to unlocking growth. They allow us to predict trends, refine strategies, and create truly memorable experiences for travelers. Data isn’t just numbers; it’s our compass toward sustained growth and resilience,” he noted.

The Pacific Tourism Data Initiative (PTDI) spearheads the implementation and collection of data for the Digital Measurement and Benchmarking Dashboard, setting standards for marketing and sustainable tourism indicators across the Pacific region. Funded by the New Zealand Government under Phase 2 of the Pacific Digital Tourism Transformation project enabling evidence-based decision-making through the annual publication of three essential reports: a bi-annual International Visitor Survey (IVS), an annual Business Confidence Index (BCI), and an annual Community Attitude Survey (CAS) from ten Pacific Island nations, including Niue.