DGiT is the first major initiative to come out of the Activating Domestic Tourism Project.
The goal is to maximise the value of domestic tourism, growing its annual value to at least $27 billion by 2025.
This project is being driven by a Domestic Tourism Working Group, spearheaded by Tourism Industry Aotearoa, and supported by private and public sector industry representatives.
Activating domestic tourism will deliver many benefits for tourism businesses and regions. Positively, it will strengthen community support for tourism.
By persuading more New Zealanders to use their discretionary dollars on a domestic travel experience, we’ll have more successful tourism operators. Other businesses that provide products and services for visitors will also profit, such as supermarkets, petrol stations, cafes and bars.
Growing domestic tourism will motivate greater investment in events and festivals, creating a vibrant local identity for regions and places.
Importantly, it will also help smooth out seasonal peaks and troughs and stimulate regional development – if Kiwis are given the right incentives and information, they’ll be attracted to travel to new parts of the country and at different times of the year.
Domestic travellers are the lifeblood of many tourism businesses before they expand into the international market. Grow this market and we’ll grow their business capability and ‘export readiness’.
The more we activate domestic tourism, the faster we’ll reach the tourism industry’s Tourism 2025 $41 billion aspirational goal.
Domestic Tourism Working Group
The Domestic Tourism Working Group includes representatives from TIA, Regional Tourism Organisations NZ, the Automobile Association, Air New Zealand, the accommodation and transport sectors, i-SITE New Zealand, Department of Conservation and the Ministry of Business, Innovation & Employment.
A major insight project to help activate domestic tourism got underway in June 2016, initiated by the Domestic Tourism Working Group with generous funding from industry partners.
The goal was to develop a new and innovative online tool to help tourism operators and Regional Tourism Organisations maximise the value they get out of domestic tourism.
Colmar Brunton was contracted to undertake research and develop the online tool, known as DGiT (Domestic Growth Insight Tool).
This work included surveying 6000 Kiwis on their leisure travel habits to understand the different types of domestic travellers, including their motivations for travel.
DGiT went live on 17 November 2016. It is helping tourism businesses and RTOs identify their target domestic audiences and the best way to market to them.
A big thank you to DGiT’s generous funding supporters:
Northland Inc; Auckland Tourism, Events and Economic Development; Destination Coromandel; Hamilton & Waikato Tourism; Tourism Bay of Plenty; Destination Rotorua; Destination Great Lake Taupo; Visit Ruapehu; Venture Taranaki; Tourism Eastland; Visit Whanganui; Hawke’s Bay Tourism; Destination Manawatu; Destination Wairarapa; Wellington Regional Economic Development Agency; Destination Marlborough; Destination Kaikoura; Nelson Tasman Tourism; Tourism West Coast; Christchurch & Canterbury Tourism; Destination Mt Cook Mackenzie; Lake Wanaka Tourism; Destination Queenstown; Destination Fiordland; Tourism Waitaki; Tourism Central Otago; Enterprise Dunedin; Destination Clutha; Venture Southland
- Tourism Industry Aotearoa
- Department of Conservation
- Ministry of Business, Innovation and Employment
- AA Traveller
- Air New Zealand
- Auckland International Airport Ltd
- Bluebridge Cook Strait Ferry Service
- Christchurch International Airport Ltd
- Holiday Parks Association of New Zealand
- InterCity Group
- Ngai Tahu Tourism
- Real Journeys
- Tourism Holdings Ltd
- Rainbow’s End Theme Park
Domestic Tourism Working Group formed to activate domestic tourism
Domestic insight project begins with the goal of developing an online tourism tool (DGiT)
DGiT funders secured
Colmar Brunton domestic traveller segmentation research