Asian tourism will provide the backbone of New Zealand’s growth by 2020

Auckland International Airport (AIA), New Zealand's main gateway, has issued a challenge for the country's tourism industry to increase visitor arrivals by nearly 60% to four million by 2020 and increase the value of individual visitors. Together this could deliver NZD9.7 billion (USD7.8 billion) in direct value to the tourism industry.

One year on from launching its Ambition 2020 initiative arrivals are slightly behind the original 2012 target, but Asian markets and in particular China have outperformed, while traditional markets including Britain, Australia and the United States have underperformed as airlines reduce or redirect capacity from markets struggling with slower economic growth.

The composition of New Zealand's visitors has changed significantly over the past decade, driven by economic changes, the rising New Zealand dollar, aviation capacity and pricing, competition from other destinations and changes in travel preferences, according to the report.

But AIA says New Zealand must look to capture an increased share of the high opportunity emerging markets such as China, Brazil, India and Indonesia which are replacing many of the traditional markets in Europe.