Australian travellers embraced the winter season in
Ōtautahi Christchurch this year, with the city seeing a
strong rise in visitation and spending, giving the local
economy a welcomed lift. The increase follows a targeted
campaign designed to position Christchurch and the wider
Central South region as a must visit winter destination for
our neighbours across the ditch.
Different was a targeted marketing campaign aimed at
boosting winter visitation to the Central South region
(Photo/Supplied)
In the three
months to August 2025, international arrivals in
Christchurch reached 90 percent of pre COVID levels. Up 17
percent year-on-year, this far outpaces the national growth
rate of just 5 percent. This strong rise in visitation meant
a boost for the local economy, with Marketview data showing
international in-store card spend rising 26 percent, or by
$13.1 million, compared to the same period last
year.
Between June and August, Christchurch welcomed
an additional 7,539 passengers from Australia, marking a 19%
increase compared to the same period last year. In June
alone, Australian visitors spent an average of $290 per day,
with their average length of stay increasing from 9.3 to 9.5
nights. Of this, approximately 2.2 nights were spent in
Christchurch, highlighting the city’s growing appeal as a
winter destination.
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Based on these figures, the
estimated economic impact for the Central South region is
$20.77 million, with Christchurch’s share estimated at a
minimum of $4.8 million.
ChristchurchNZ Head of
Destination Kath Low says, “We know winter is generally
tough for our tourism operators, so it has been fantastic to
see this stand-out performance across the season. The colder
months are really special in Christchurch and its
surrounding regions, so it’s fantastic our Australian
neighbours are coming to experience a little of that winter
magic too.”
This growth follows a targeted marketing
campaign in Australia, Winter Different, aimed at
boosting winter visitation to the Central South region. The
campaign was backed by $600,000 in funding through the
Ministry of Business, Innovation and Employment (MBIE)
Regional Tourism Boost Fund, designed to showcase the
region’s unique winter offerings.
The campaign
included a partnership with Webjet, resulting in at least
1,158 direct flight bookings. The campaign also generated a
broader “halo effect,” encouraging further bookings
through other channels. It showcased more than 150 exclusive
deals on accommodation, hospitality, and activities from
across the central South Island, with ChristchurchNZ,
Destination Kaikōura, Development West Coast, Mackenzie
Tourism, Visit Hurunui, and Venture Timaru all
involved.
The Winter Different campaign was one
of multiple tourism marketing campaigns contributing to the
strong winter performance of Christchurch’s visitor
economy. Prior to its launch, TourismNZ had launched the
Everyone Must Go campaign and ChristchurchNZ also had
its own winter campaign in market. These results underscore
the value of strategic marketing and international
partnerships in driving tourism growth and economic benefit
for the region.
ABOUT
CHRISTCHURCHNZ
ChristchurchNZ is the city’s
sustainable economic development and city profile agency.
Our purpose is to stimulate sustainable economic growth for
a more prosperous Christchurch. Find out more at
ChristchurchNZ.com
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