Over half the value of New Zealand’s merchandise exports comes from food and beverage, and food tourism.
Food tourism is a growing trend, with new generations of travellers looking for unique and memorable food and beverage experiences.
New Zealand has a thriving food and beverage sector and a booming tourism industry and while we have much to be proud of, more can be done to connect the two and realise the opportunities this brings. New Zealand’s hospitality sector continues to grow, with consumer expenditure across the restaurant, cafes, bars and nightclub sectors over the past two years up +15%.
However, there are some challenges ahead for businesses to consider which will require careful planning to sustain a strong profitable business.
The following report presents research on a growing understanding of the types of tourists that value quality food and beverage experiences, and how to unlock the brand ambassador role they can play when they return home.
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*This report was born from conversations between the Ministry for Primary Industries (MPI) and ANZ Bank New Zealand Limited (ANZ) about the benefits of leveraging the New Zealand tourism industry to showcase food and beverage experiences and its links right through to the primary and wider food and beverage sector.