WELLINGTON, Oct. 24 (Xinhua) -- A new market insights report was released here on Wednesday on New Zealand's understanding of food and beverage tourism, which can provide visitors a true "foodie experience" and opportunities for the country's primary industries.
The New Zealand Food & Agri Tourism Industry Insights Report, a collaborative project between ANZ bank and the Ministry for Primary Industries' Economic Intelligence Unit was released on Wednesday.
"Many of New Zealand's tourists have positive food and beverage experiences, and they become the best influencers and advocates of New Zealand products around the world," Emma Taylor, director of agriculture, marine and plant policy, said in a statement.
"With our three biggest tourism markets, Australia, China and the United States, also being our three largest food and beverage export markets, there is a great opportunity for our primary sectors," said ANZ's commercial and agriculture managing director Mark Hiddleston.
Annual visitor arrivals to New Zealand have increased by 44 percent over the last five years to 3.8 million, and annual spending has lifted 73 percent to 11 billion NZ dollars (7.2 billion U.S. dollars), government statistics showed.
Combined tourism and food and beverage exports delivered 62 percent of New Zealand's export earnings in 2017, Hiddleston said.
"More businesses are now catering to the growing market of food tourism, through diversifying to include agri-tourism, utilizing indigenous food and Maori storytelling, and collaborating with other local businesses," he said.
Those looking to promote a "value add" New Zealand food story to the world need to look at how they can connect directly with consumers behind the farm gate to give them a true "foodie experience", Hiddleston added.
