NZ: Clean, green and expensive

New Zealand’s scenery and safety rated highly in a survey of international visitors, but there were gripes about expensive food, accommodation and activities.

British and American tourists loved us most, while visitors from Japan and Korea gave us the lowest overall ratings.

Most people said New Zealand met or exceeded their expectations, particularly the environment.

The Ministry of Business, Innovation and Employment (MBIE) survey, completed over a threeand-a-half year period from late 2013, provides a snapshot of how satisfied tourists felt about their experiences here.

Some visitors felt food and beverage, activities, and commercial transport were too pricey.

There were also concerns about inconsistent quality and the lack of free wi-fi.

Hosted accommodation rated tops, suggesting visitors liked the personal touches it offered.

Backpackers recorded the lowest average score for any type of accommodation with a rating of 7.9 out of 10.

MBIE said the survey provided a base for future analysis of visitor satisfaction and highlighted areas for improvement.

The report noted feedback from the tourism industry showed real concern that pressure on infrastructure and the environment could have a negative impact on visitor experiences.

The current tourism growth was unprecedented with almost 5 million visitors expected by 2023, and the report said several international studies had linked overcrowding, and related litter and noise problems, to a dip in satisfaction levels.

But the relationship was not clear and it was possible that younger people were more resilient to overcrowding than older visitors.

The ministry said New Zealand was often viewed as a ‘‘premium’’ holiday destination because of its isolation, and maintaining high quality experiences was critical to maintaining that reputation through word of mouth referrals.

The survey found 30 per cent of visitors had come to New Zealand on the recommendation of friends, family or colleagues, or by reading about the country on social media or blogs.

PHOTO: JOHN BISSET/STUFF On average overseas visitors gave their holiday here a score of 9 out of 10, and 80 per cent were likely to recommend New Zealand as a destination.