For a long time, tourism has been treated as a given. A growth industry that just keeps expanding. More visitors. More flights. More beds. More economic activity. But as destinations around the world face growing visitor pressure, community frustration and environmental impacts, a more complex reality is becoming clear. Tourism can only thrive where it is genuinely welcomed. And that welcome must be earned.

This is the essence of social licence in tourism.

Social licence reflects the level of trust, acceptance and support communities give to tourism in their place. It’s informal but powerful. You won’t find it written into legislation, but you will see it in local conversations, media commentary, council debates and, at times, community pushback.

When social licence is strong, communities’ welcome visitors and tourism contributes positively to local life.

When it weakens, the impacts are real – reputational damage, poorer visitor experiences, tighter regulation and, over time, a loss of value.

Finding the Balance

In New Zealand, this plays out in different ways. In high-demand destinations such as Queenstown and the Mackenzie District, congestion, infrastructure strain and housing affordability concerns are now part of everyday life for residents. In response, Destination Queenstown and Mackenzie Tourism actively monitor community sentiment, helping them identify pressure points and where action is needed.

By contrast, many lesser-visited regions want more visitors, but in a sustainable and considered way. The goal is not growth for its own sake. It is growth that communities support, is grounded in local identity, protects the places people value, manages seasonality, delivers higher value per visitor, and meets the expectations of today’s more conscious travellers.
This doesn’t happen by chance. It requires strong leadership, collaborative partnerships across the destination ecosystem, and long-term thinking as set out in each region’s destination management plan.

It also requires investment in place. Investment in place-making, infrastructure and services, and environmental protection so tourism can grow without undermining community support. Without it, pressure builds, frustration grows and social licence diminishes regardless of
intent.

Growing pressure, finite places

Global tourism will continue to grow. International travel is projected to double over the next 15 to 20 years and attractive destinations like New Zealand will feel that pressure.

This makes one question unavoidable: how much is too much?

Asking that question isn’t about shutting tourism down. Community sentiment is an early warning system. Pressure tends to build gradually, and solutions such as infrastructure, housing, transport, water and waste take years to plan and deliver. Therefore, listening early, recognising both the benefits and burdens, and making deliberate choices about what is right for each place, is critical.

From right to privilege

Reframing tourism as a privilege rather than an entitlement changes the conversation. It forces us to ask, what purpose does tourism truly serve? It shifts the focus from tourism as a transaction to tourism as a meaningful exchange, one that enriches both visitors and hosts.

Social licence must be earned, renewed and protected. This means putting communities at the centre. Not as stakeholders to be consulted late, but as partners shaping the future of tourism in their place. It requires having a shared vision, setting boundaries, and balancing promotion with protection.

Communities don’t reject tourism. They reject tourism that ignores them and takes more from a place than it gives.

In a world of growing demand and finite places, treating tourism as a privilege brings our shared responsibility into focus so that we can collectively create the conditions for communities, environments and the tourism industry to thrive.

Connect with Kiri on LinkedIn or at kiri@kgconsulting.co.nz

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A growing number of Antipodeans are interested in regenerative and sustainable travel practices – with the Aussies leading the way for their Kiwi cousins.

Strategic research agency Angus & Associates has been tracking leisure travel intentions in New Zealand and Australia since 2011.

Managing Director Chris Roberts says a commitment to responsible travel has been steadily growing in both countries over that time. 85% of all travellers are now showing some degree of support for responsible travel. But the commitment is more evident amongst Australians.

Since July 2023, Angus & Associates has included more detailed questions in its market tracking survey to identify behaviours that contribute to sustainable outcomes and regenerative tourism – tourism that is ‘responsible’ and strives to return more to communities, the economy, and the environment than it takes.

Chris Roberts says there are clear differences between Australian and New Zealand travellers across all of the measures.

“Australians are more likely to favour responsible practices when compared to New Zealanders. The trend is consistent not only in their stated attitudes but also in their demonstrated behaviour.”

For example, 41% of Australian travellers look to limit their carbon emissions while on holiday by using public transport or cycling/walking, compared to 32% of New Zealand travellers. 49% of Australian travellers deliberately choose products and services that benefit the local community, compared with 41% of New Zealand travellers.

Responsible Travellers

By combining all of the relevant measures in the surveys, Angus & Associates has classified 19% of Australian travellers as ‘Responsible Travellers’ compared with 12% of New Zealand travellers.

“Responsible Travellers not only show a proactive stance towards environmental and community well-being but also demonstrate a tangible commitment through their actions when travelling.”

Three main factors emerge as the influences on responsible travel behaviour, for both Kiwis and Aussies. Firstly, respect for the local culture and traditions. Secondly, a commitment to leaving a place in a better state than they found it. Thirdly, a determination to safeguard the environment of their travel destination.

It is also common for responsible choices to be deliberately made before going on holiday. Half of the travellers surveyed packed reusable items like bottles, bags or cups to minimise waste, and looked to travel to less popular destinations or outside of the peak season to lessen over-crowding.

Paying to be responsible

More than half of all New Zealand and Australian travel consumers are willing to pay a premium for a sustainable product/service (relative to the price they might pay for a less sustainable option).

27% are willing to pay up to 5% more, and 21% up to 10% more. 8% are prepared to pay more than a 10% premium.

The tourism consumers identified through the research as Responsible Travellers are significantly more willing to pay a price premium – 78% of them say they would do so.

“Sustainability should be embedded in the way tourism businesses operate, but it can cost more to provide a sustainable option. This research should give operators some assurance that if they embrace sustainable practices that it will be well received by their customers,” says Chris Roberts.

“There is an opportunity for tourism operators to understand the Responsible Traveller better and to provide them with the experiences they are looking for. It seems certain that this segment of the visitor market will continue to grow.”

Angus & Associates rolling survey collects data from over 7,000 New Zealanders and Australians per annum. Respondents in both countries are aged 18 years or more and the sample is representative of the general population by age, gender, and place of residence. Survey respondents are asked about their intentions to undertake leisure travel, which includes holidays, visiting friends/relatives, or attending an event. It does not include travel for business, conferences, study, medical, or other purposes. The specific results referred to in this release were collected from July 2023-June 2024 or January 2024-March 2024.

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Click here for a copy of the submission. 

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Our research identified that the Great Taste Trail serves as a vital recreational facility, caters to a diverse array of users, plays a pivotal role in environmental conservation, fosters opportunities for entrepreneurial ventures, and is a key driver for the Nelson Tasman economy. In addition to its economic impact, the GTT is yielding substantial benefits for public health and well-being.

Click here for a copy of the report. 

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Kiwis remain keen on travel – but it is an overseas holiday that is growing in appeal.

Strategic research agency Angus & Associates has been tracking leisure travel intentions in New Zealand and Australia since January 2021.
Managing Director Chris Roberts says while a domestic trip is still the more likely choice, a trend towards overseas holidays that has been evident for the past year picked up speed in the latest quarter (April-June).

“Almost 3 out of every 10 New Zealanders surveyed say they are intending to travel overseas for leisure reasons in the next six months. A lucky few are planning more than one trip.”

In the latest quarter, 57% of New Zealanders were planning a domestic trip in the next six months, down from 64% in the same period last year.

29% were planning to head overseas in the next six months, up from 21% a year ago. Australia is the most likely destination (16%, up from 12%), with 7% looking at a Pacific Island holiday (was 5%) and 10% heading further afield (up from 7%).

“People in their twenties are more likely to be eying up a trip to Australia and Aucklanders are more likely to head overseas and less likely to travel domestically than residents from other regions.”

Chris Roberts says the Australian survey results show that Australians are also extending their horizons.

9% of Australians surveyed in the latest quarter say they are planning to visit New Zealand in the next six months (11% a year ago). 4% want to head to the Pacific but 17% are looking at the rest of the world, up from 9% a year ago.

“With the world now fully open to travel, New Zealand tourism operators will be in a very competitive fight to attract both Kiwi and Aussie visitors this spring and summer.

“We need to be investing in well-targeted destination marketing alongside destination management, to ensure that our communities continue to reap the economic and social benefits of visitor activity.”

The rolling survey collects data from over 3,000 New Zealanders and 2,400 Australians per annum. Respondents in both countries are aged 18 years or more and the sample is representative of the general population by age, gender, and place of residence.

Survey respondents are asked about their intentions to undertake leisure travel, which includes holidays, visiting friends/relatives, or attending an event. It does not include travel for business, conferences, study, medical, or other purposes.

Click here for a copy of the data for publication with this story. 

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ABOUT: THE VISITOR INSIGHTS PROGRAMME

The Visitor Insights Programme is an ongoing study of travel attitudes and experiences and is undertaken in New Zealand and Australia. The programme has been running continuously for more than 10 years and captures information on the travel experiences and opinions of more than 5,000 people aged 18 years and over each year.

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ABOUT: ANGUS & ASSOCIATES 

Established in Wellington in 2002, Angus & Associates provides research and strategy services for organisations in tourism and related sectors.

The company works with many public and private organisations in New Zealand and offshore – enabling start-ups, informing SMEs, and bringing fresh insights and new approaches to the business of its corporate and government clients.

Angus & Associates is a four-time finalist and two-time winner of the prestigious New Zealand Tourism Industry Enabler Award, recognising the company’s valued contribution to New Zealand’s tourism industry.

ENDS

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For media queries please contact:

Chris Roberts

Managing Director, Angus & Associates

chris@angusassociates.co.nz

+64 4 499 2212

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Held in Tāmaki Makaurau from 22-25 February 2023, the festival attracted tens of thousands of visitors in person, was watched by almost three quarters of a million New Zealanders live on TV2, and was streamed more than 1.8 million times on TVNZ+.

The formal post-event evaluation completed by Angus & Associates shows that the kapa haka festival made a direct economic contribution of almost $22 million to Tāmaki Makaurau and delivered a host of broader social, wellbeing and cultural benefits.

View the 2023 report here

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Angus & Associates’ latest findings from their Views on Tourism research, reveal a significant increase in support for international visitors in New Zealand.

With the relaxing of border restrictions and a resumption of international travel, positive sentiment towards international tourism has rebounded in New Zealand.

Angus & Associates have been conducting their ‘Views on Tourism’ research in New Zealand and Australia since 2018.

The final report for 2022 shows support for international tourism in New Zealand at its highest level since the survey began. And for the first time, the level of support is equal to that seen in Australia.

A key metric from Views on Tourism is the Tourism Approval Rating, which considers both the positive and negative impacts of tourism on local communities, to give an overall score.

The International Tourism Approval Rating in New Zealand had shown a steady decline from a net positive 42 in 2018, to a net positive 28 in 2021. But in 2022 this bounced up to a rating of 44.

Australia is virtually identical, with a rating of 45. However, pre-COVID Australians had been more positive than Kiwis about international visitors, with a 59 rating in 2018.

Managing Director of Angus & Associates, Chris Roberts, says the research indicates that support in New Zealand for international tourism is driven by two factors – communities experiencing the positive impacts from the return of visitors, and avoiding some of the pain points that were becoming evident pre-COVID.

Positive sentiment is most strongly influenced by Kiwis observing “more local businesses opening or being able to stay open”, “improved services for my/our community” and “has encouraged more sustainable behaviour in my community” as a result of local tourism activity. Conversely, negative sentiment towards tourism is most strongly influenced by “a reduced sense of belonging in my/our community” and “too much pressure on community infrastructure (e.g., roads, wastewater, toilet facilities)”.

Chris Roberts says the closing of borders due to the pandemic has clearly had an impact on attitudes.

“It seems that Kiwis are now more aware of the benefits that tourism activity in their community can deliver, because they have also seen what is lost when there are no international visitors.”

The proportion of New Zealand residents aged 18 and over who have personally experienced any adverse local impacts of tourism has also fallen from 73% in 2019 (pre-Covid) to 64% in 2022.

Chris Roberts says the research reinforces the importance of listening to communities and managing our destinations properly.

“Visitor numbers will keep increasing as airline capacity grows, and the tourism industry must remain very mindful of sharing tourism’s benefits and eliminating its burdens.

“Every region in New Zealand has worked on Destination Management Plans over the last couple of years, largely motivated by social license concerns. These plans need to be supported and implemented.

“Having seen for themselves the impact of closed borders, Kiwis have become more aware of the local benefits that international tourism brings. But quite rightly, they are also not prepared to bear the brunt of poorly managed tourism,” Chris Roberts said.

Click here for a high res copy of the infographics for publication with this story. 

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ABOUT: THE VISITOR INSIGHTS PROGRAMME

Views on Tourism is part of a wider Visitor Insights Programme that studies travel attitudes and experiences and is undertaken by Angus & Associates in New Zealand and Australia. The programme has been running continuously for more than 10 years and captures information on the travel experiences and opinions of more than 5,000 people aged 18 years and over each year.

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ABOUT: ANGUS & ASSOCIATES 

Angus & Associates is a Wellington-based strategy and research company established in 2002. The company provides independent research and professional advice for public and private sector organisations in New Zealand, Australia, Europe, North America, and the Middle East.

ENDS

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For media queries please contact:

Chris Roberts

Managing Director

chris@angusassociates.co.nz

+64 21 534 010

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Our latest results (February 2022) show that 78 percent of adult New Zealanders now support opening the border to international visitors (a significant increase from the 61 percent support recorded in January 2022).  Of those who want to see the border reopened, the majority (86 percent) support the border reopening with appropriate health measures in place (e.g. fully vaccinated or with a negative COVID-19 test).

The proportion of Kiwis who want the border to remain closed to all international visitors has halved since January 2022 (now 18 percent, down from 34 percent).  Just four percent of those interviewed in February were unsure about whether the border should be reopened.

There are no significant differences in sentiment by age, ethnicity, or household composition. An analysis of New Zealanders’ international travel intentions suggests however that those who are intending to travel internationally in the next 12 months are more likely to support a reopening of the border.

In Australia, where the border was recently reopened to fully vaccinated international visitors, support for an open border has also increased (from 65 percent in January to 72 percent in February 2022).  One-fifth of the adult population believed the border should remain closed to all international visitors (down three percent from January 2022).

Click here for a high res copy of the infographics for publication with this story. 

The total survey sample for the period covered in this release (1 March 2021 – 28 February 2022) is n=3,072 New Zealanders and n=2,433 Australians. Respondents in both countries are aged 18 years or more and the sample is representative of the general population by age, gender, and place of residence.

Note: all survey fieldwork was undertaken before the New Zealand Government announced on 28 February 2022 that New Zealand’s reopening plan would be sped up and the self-isolation requirement removed.

——————————————————

ABOUT: THE VISITOR INSIGHTS PROGRAMME

The Visitor Insights Programme is an ongoing study of travel attitudes and experiences and is undertaken in New Zealand and Australia. The programme has been running continuously for more than 10 years and captures information on the travel experiences and opinions of more than 5,000 people aged 18 years and over each year.

——————————————————

ABOUT: ANGUS & ASSOCIATES 

Angus & Associates is a Wellington-based strategy and research company established in 2002. The company provides independent research and professional advice for public and private sector organisations in New Zealand, Australia, Europe, North America, and the Middle East.

ENDS

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For media queries please contact:

Christopher Joyce

Project Manager

christopher@angusassociates.co.nz

+64 4 499 2212

The post Four in five Kiwis support opening the border to international visitors appeared first on Angus & Associates.

The latest New Zealand results (January 2022) show a jump in the proportion of the New Zealand adult population who want the border to stay closed (up by 8% on December to 34% in January). However, the majority of Kiwis (61%) still support a reopening of the border now, most of this group – almost 90% – with appropriate health measures in place (“e.g., fully vaccinated or with a negative COVID-19 test”).

The remaining 5% of those interviewed in January were unsure about whether the border should be reopened.

Across the Tasman, there are early signs that sentiment is stabilising. In January 2022, our survey shows that 65% of Australian adults supported the border reopening (down 1% since December 2021). 26% believed the border should remain closed to all international visitors (unchanged).

Click here for a high res copy of the infographics for publication with this story. 

The total survey sample for the period covered in this release (1 February 2021 – 31 January 2022) is n=3,054 New Zealanders and n=2,423 Australians. Respondents in both countries are aged 18 years or more and the sample is representative of the general population by age, gender and place of residence.

——————————————————

ABOUT: THE VISITOR INSIGHTS PROGRAMME

The Visitor Insights Programme is an ongoing study of travel attitudes and experiences and is undertaken in New Zealand and Australia. The programme has been running continuously for more than 10 years and captures information on the travel experiences and opinions of more than 5,000 people aged 18 years and over each year.

——————————————————

ABOUT: ANGUS & ASSOCIATES 

Angus & Associates is a Wellington-based strategy and research company established in 2002. The company provides independent research and professional advice for public and private sector organisations in New Zealand, Australia, Europe, North America, and the Middle East.

ENDS

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For media queries please contact:

Cristine Angus

Managing Director

cristine@angusassociates.co.nz

+64 4 499 2212

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