The Pacific Tourism Organisation (SPTO), in collaboration with the Niue Tourism Office, has released the latest findings from the International Visitor Survey (IVS) for Niue. Conducted through the Pacific Tourism Data Initiative (PTDI), this comprehensive survey provides valuable insights into tourism trends, visitor behavior, and the economic impact of tourism on Niue.
The IVS, covering the period from July to December 2023, provides detailed information about visitor demographics. This includes their country of origin, age, gender, and the purpose of their visits. During this six-month period, 628 responses were collected, representing 1,168 adults and 198 children. The results are overwhelmingly positive. Remarkably, 91% of respondents indicated they were likely to return to Niue, and 97% stated they would recommend the destination to others.
Visitors cited several key reasons for choosing Niue as their travel destination. These include:
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Natural attractions:
Niue’s stunning natural beauty, including its lush rainforests, dramatic cliffs, and pristine beaches, are a major draw for visitors.*
Tranquil and relaxing atmosphere:
The island’s peaceful and serene environment offers a welcome escape from the hustle and bustle of everyday life.*
Outdoor activities and experiences:
Niue provides a range of outdoor activities for adventure-seekers, including hiking, kayaking, snorkeling, and diving.*
Safety:
Niue is known for its safe and welcoming environment, making it an ideal destination for families and solo travelers alike.*
Friendly locals:
Niue’s people are renowned for their warmth and hospitality, adding to the overall charm of the island.*
Whale watching opportunities:
During the whale migration season, visitors can witness the awe-inspiring spectacle of humpback whales breaching and playing in the waters surrounding Niue.Micah Fuhiniu-Viviani, Niue Tourism Chief Executive Officer, emphasized the importance of data collection and analytics for Niue’s tourism sector. “In an industry as dynamic as tourism, data and insights are crucial for identifying emerging trends and responding swiftly to market changes,” said Ms. Fuhiniu-Viviani.
SPTO CEO Christopher Cocker also underscored the significance of the PTDI in providing actionable insights. “In the ever-changing landscape of global tourism, the real power lies in data-driven insights. They transform raw numbers into actionable intelligence, enabling us to predict trends, optimize strategies, and create meaningful, personalized experiences for travelers. Without data, we’re navigating blindly; with it, we chart a course towards sustained growth and resilience,” Mr. Cocker explained.
The PTDI is a key component of the SPTO Phase 2 project on Pacific Digital Tourism Transformation. This initiative is funded by the New Zealand Government through the Ministry of Foreign Affairs and Trade (MFAT) and is dedicated to enabling evidence-based decision-making. The PTDI publishes three pivotal reports annually: a bi-annual International Visitor Survey (IVS), an annual Business Confidence Index (BCI), and an annual Community Attitude Survey (CAS) covering ten Pacific Island nations, including the Cook Islands, Niue, Papua New Guinea, Samoa, Solomon Islands, Vanuatu, Tonga, Kiribati, Timor-Leste, and the Federated States of Micronesia-Yap.
