Domestic visitor spending has recovered from the drop induced by the 2011 Rena disaster.

Despite seeing an entire summer season virtually wiped out for local operators, domestic visitor numbers have returned to the national average for the first time in four years, says Tourism BOP general manager Rhys Arrowsmith.


Tourism in the Bay of Plenty has recovered from the summer of Rena. Photo: Tracy Hardy.

December 2014 figures are 13 per cent higher than the half-year ending December 2012, and nine per cent higher than the half-year ending December 2013.

Additional funding from the Mediterranean Shipping Company - the company which chartered the Rena - allowed for a $200,000 marketing budget, and this is the key driver behind the growth says Rhys.

The one-off fund to assist with tourism recovery in the region after the disaster was used to run the ‘Plenty for Everyone' campaign, which advertised key events as draw cards and a local education campaign

It also proved influential in terms of sales trips and familiarisations with key tourism trades as well as offering significant coverage, with PR and television opportunities showcasing the Bay of Plenty.

The annual results show visitors spent $460 million in the region - an increase of 4.8 per cent year-on-year. Spending by international visitors is the highest it has been for six years, says Rhys.

Overseas visitors currently spend $130 million in the region and that figure that is increasing eight per cent year-on-year.

Paid guest nights are also increasing, with international guest nights increasing 11.9 per cent, while domestic guest nights are increasing 2.2 per cent.

Total guest nights equate to 1.1 million, but Rhys says the commercial accommodation measure only accounts for 25 per cent of the Bay's visitors, with many choosing to stay with friends or family in batches or other non-commercial accommodation options.

There is also a 34 per cent growth in the number of visitors to the Bay's key tourism attractions.

Visitors spent $585 million in the Bay of Plenty region until March 2014, putting the Bay ahead of Northland, Hawkes Bay, Rotorua and the Coromandel for the first time.

It places the Bay as the sixth most-popular tourist destination, but behind the main centres such as Auckland, Wellington, Christchurch and Queenstown.

Visitors contribute ten per cent of the regional economy, and spend $1.6 million a day on retail, services, food and beverages, accommodation, transport and tourist attractions.