A global study has ranked New Zealand as the number one adventure travel destination for young people (aged 18-22). The ranking considered various factors, including the abundance of scenic treks (34.56 per 100,000 visitors), water and land-based adventure sports, and a strong commitment to safety. New Zealand scored 70 out of 100, significantly outperforming other countries.
Industry operators are positive about New Zealand's appeal, with bookings from Australian and Kiwi customers up over 80% year-on-year. The typical traveler is aged 21-40, with a notable percentage (65%) being women and 51% traveling solo. The appeal stems from a balance of adventure, safety, and cultural connections.
While optimistic, industry players are concerned about Australia outpacing New Zealand in attracting young travelers. There are worries that under-resourcing of youth and adventure tourism in favor of other markets may impact future growth. The high volume of social media posts (1124.09 per 1000 international visitors) emphasizes New Zealand's strong online promotion.
The study highlights the importance of reinvestment in youth and adventure tourism to maintain New Zealand's competitive edge and ensure continued success in attracting this valuable market segment.