Rotorua Business Sentiment Lifts But Greater Collaboration Needed
The comments are a common theme in the latest Rotorua Business Pulse Survey, which also reflects a greater level of confidence across several key indicators.
Undertaken twice-yearly by RotoruaNZ and the Rotorua Business Chamber, the seventh Pulse Survey was released today.
The survey was completed by 96 local business owners, CEOs and GMs in April 2025. A list of key highlights is provided below.
RotoruaNZ chief executive Andrew Wilson says the findings highlight a business community that is resilient, forward-looking, and ready to embrace change.
'Sentiment has lifted over the past 12 months, both for business in Rotorua, and for leaders' outlooks across the country. More than 40% of respondents noted the continued recovery of international tourism, while 42% said they feel more positive about Rotorua's tourism and events sector for the year ahead.
'These are significant results for Rotorua, confirming that things are on the right track locally.
'A great deal of work has been done over the past three years, and we are seeing the positive impact of that collective effort. There are obviously still some challenges, but it's encouraging to see growing optimism, strong confidence in business strategy, and an appetite for innovation. These results reflect a city that's finding its feet again and building momentum.'
Rotorua Business Chamber CEO, Melanie Short, says she is encouraged by the latest survey's results, and supports the need for a collaborative approach to sustainable growth for Rotorua, its key sectors, and local businesses.
'One in five respondents highlighted the strength of Rotorua's collaborative business community – reinforcing what we all know to be true about our city. It's a great place to live, work and play.
'These business sentiments are important as we head into local government elections this year. Together, we can build on everything that already works for us, and create an innovative, exciting future for everyone in our community – and for future generations.'
Rotorua Airport chief executive Nicole Brewer says air connectivity remains a critical enabler for business growth and collaboration will be essential to improving the status quo.
'Air connectivity continues to be a clear theme in the Business Pulse survey, and we know how vital reliable services are to Rotorua's business community. Direct feedback from businesses helps us advocate more effectively with Air New Zealand, and strong local support plays a key role in sustaining and growing our services. We're committed to working in partnership with our business community to help shape a more connected future for the region.'
Rotorua Mayor Tania Tapsell says, 'It's really encouraging to see positive progress in areas our Council has been working hard to improve, such as our visitor economy and attracting great events.
'It's competitive out there so we've really gone above and beyond to get exposure and promotion to key domestic and international visitors. As Mayor I teamed up with RotoruaNZ and local tourism businesses to promote Rotorua as a top destination to visit – it's so great to see positive results coming through from this work already.'
'We appreciate there are still some improvements needed. I recently met with the chief executive of Air New Zealand and he's committed to a further discussion regarding our local issues of flight cancellations and reliability.
'I'm excited to have $9.9 million of funding and action committed to improve our inner city over the next few years, as well as finishing and reopening the Rotorua Museum.
'Rotorua has an exciting future ahead of us, investing in what matters to our community and encouraging private investment as well to really lift our district.
'Thank you to all our local businesses who have taken part in this survey. It helps us to focus on what's important and fix what is not working to ensure we're delivering a better Rotorua for all,' says Mayor Tapsell.
Additional key themes:
Sentiment over the past 12 months has lifted, with net confidence scores for Rotorua increasing from -29% to -11%, and for the whole of Aotearoa New Zealand rising from -42% to -28%.
Positive sentiment sits at +41% for respondents' own businesses, alongside increased confidence in profitability, supported by stronger views on pricing and affordability.
Respondents were most confident in their own business strategy (28%) and organisational culture (25%).
Geopolitical volatility, driven by global trade tensions such as recent U.S. tariffs, was the highest-ranked concern.
Fewer respondents expressed concern about central and local government regulation.
Workplace stress remains an issue, with nearly one-third rating it at least 8 out of 10.
Profitability pressures continue to weigh most heavily, though concerns about finding and retaining skilled staff have eased.
For the first time, more than half of respondents reported using AI tools in their business – now the top-rated action under sustainability.
There was strong support for transforming Rotorua's inner city into a vibrant mixed-use precinct, with many calling for boutique retail, pop-up vendors and entertainers, and safety improvements to respond to a changing retail environment.
While most respondents agreed the inner city is clean and well-maintained, fewer saw it as attractive to new investment.
Flight connectivity and capacity continues to be a concern, with flight cancellations, limited schedules, and high fares prompting some to travel by car or via other airports.
Asked to describe Rotorua in one word, half of respondents chose positive terms like 'resurgent' or 'unique'.
Tapsell says, 'We appreciate there are still some improvements needed. I recently met with the chief executive of Air New Zealand and he's committed to a further discussion regarding our local issues of flight cancellations and reliability.
'I'm excited to have $9.9 million of funding and action committed to improve our inner city over the next few years, as well as finishing and reopening the Rotorua Museum.
'Rotorua has an exciting future ahead of us, investing in what matters to our community and encouraging private investment as well to really lift our district.
'Thank you to all our local businesses who have taken part in this survey. It helps us to focus on what's important and fix what is not working to ensure we're delivering a better Rotorua for all.'
These survey results come as wider confidence in Rotorua's future builds. Recent coverage in the Rotorua Daily Post highlights planned investment and steady tourism growth, while local leaders are calling for continued ambition and bold thinking to ensure Rotorua thrives as a vibrant, future-ready destination.
The full Rotorua Business Pulse Report for April 2025 can be found here, and previous reports are available here. Business leaders can sign up to receive future surveys here.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
NZ Herald
29-07-2025
- NZ Herald
Tompkins Wake Rotorua Business Awards 2025: Finalists named
The finalists for this year's Tompkins Wake Rotorua Business Awards have been announced. A total of 59 finalists across 14 categories have been named today, with leading entries shortlisted by a 24-strong team of judges. Rotorua Business Chamber chief executive Melanie Short said it was 'uplifting' to see the
RNZ News
24-07-2025
- RNZ News
'Quite a bump': Rotorua lures more Auckland visitors
Tourist photograph the Tourism Rotorua building. Photo: Andrew Warner Rotorua is experiencing a surge in domestic tourism, with new figures showing an increase in visitor numbers, spending and accommodation occupancy. Local leaders say the boost reflects growing confidence in the city as a destination, following years of disruption from Covid-19 and emergency housing . Figures via RotoruaNZ, the council-controlled tourism organisation, showed an uptick in Kiwis heading to Rotorua for a holiday. "I've received lots of great feedback from locals who have appreciated the boost in business and also seeing Rotorua thrive again," said Rotorua Mayor Tania Tapsell. The mayor praised the 'Robe Trip' marketing campaign, which was aimed at highlighting Rotorua's standing as a destination for luxury and relaxation. The campaign ran over six weeks in February and March across multiple media, including a television ad featuring Tapsell. According to figures the council released to the Taxpayers' Union in March, the ad cost just under $94,000 to produce and broadcast. RotoruaNZ chief executive Andrew Wilson said they were very pleased with the results of the Robe Trip campaign. About three-quarters (73 percent) of Aucklanders surveyed would consider Rotorua for a holiday or breakaway after the campaign, up from 34 percent pre-campaign. "This was a bold and deliberate move to reposition Rotorua in the minds of New Zealanders - especially young and mid-life Auckland couples - as a destination for luxury, relaxation and indulgence." RotoruaNZ chief executive Andrew Wilson. Photo: Andrew Warner Over the course of the campaign, there was a 9.4 percent increase in visitor spend by Aucklanders in the city and a 5 percent year-on-year rise in hotel occupancy. In comparison, there were 1.4 percent and 4.4 percent decreases respectively across the nation. Spending by domestic visitors from across the whole of New Zealand, not just Auckland, went up 14.3 percent year-on-year in Rotorua in May - compared to a 0.1 percent drop nationally. In addition, 76 percent of New Zealanders surveyed rated Rotorua as appealing to visit, with 35 percent intending to do so in the next 12 months. Traditionally, Rotorua's heritage has marked it as the birthplace of Kiwi tourism, but it had also grown into a mecca for adventure seekers, Wilson said. "The push towards luxury and relaxation is not about abandoning our adventure roots. "It's about expanding our narrative. Rotorua has always been a place of restoration and manaakitanga [hospitality]. We're simply reminding Kiwis of that in a fresh, relatable way," Wilson said. Rotorua Canopy Tours general manager Paul Button. Photo: Andrew Warner The recent rise in domestic tourism has also been noticed by those in the industry. Rotorua Canopy Tours general manager Paul Button said he has seen an improvement domestically compared to 12 months ago. Last year, the country was in the grip of the cost-of-living crisis as households tightened budgets and went without getaways, he said. "I don't think there's one silver bullet," said Button. "Last year, domestically, it fell off. We had an abrupt drop in May and our research suggested it was economy-related. "It's definitely still tough out there and I am not going to pretend it's not but interest rates have dropped and things might be getting better." Button said Rotorua's desirability had also returned. The pandemic had a major impact on the city, while the subsequent period of emergency housing compounded the city's tourism struggles, he said. Emergency housing motels in Rotorua are being wound down by the government, with a plan to stop contracting motels by the end of 2025 . Hennessey's Bar owner Reg Hennessey. Photo: Andrew Warner "A lot less use of motels for social housing has really helped," said Reg Hennessey, owner of the locally famous Hennessey's Irish Bar on Tutanekai St. "This school holiday was good and domestic tourism has definitely picked up, it's taken quite a bump this year. "Now we are just getting the good word back out to New Zealand that it's a safe town and people can always feel safe here because of the way it's operated." Tapsell also highlighted new efforts to attract more international visitors, as Rotorua Lakes Council funded promotion through an economic development rate on short-term accommodation providers. "Tourism and hospitality contribute significantly to jobs in Rotorua," she said. "Attracting visitors can be very competitive, not just to get them to our district, but also to our country. It's important that we don't get complacent, so we've put a lot of effort and smart investment into unique initiatives to promote Rotorua." She said the council was excited to continue to see the results of this. - LDR is local body journalism co-funded by RNZ and NZ On Air.
NZ Herald
24-07-2025
- NZ Herald
Domestic tourism surges in Rotorua as Aucklanders return
The mayor praised the 'Robe Trip' marketing campaign, which was aimed at highlighting Rotorua's standing as a destination for luxury and relaxation. The campaign ran over six weeks in February and March across multiple media, including a television ad featuring Tapsell. According to figures the council released to the Taxpayers' Union in March, the ad cost just under $94,000 to produce and broadcast. RotoruaNZ chief executive Andrew Wilson said they were very pleased with the results of the Robe Trip campaign. About three-quarters (73%) of Aucklanders surveyed would consider Rotorua for a holiday or breakaway after the campaign, up from 34% pre-campaign. 'This was a bold and deliberate move to reposition Rotorua in the minds of New Zealanders – especially young and mid-life Auckland couples – as a destination for luxury, relaxation and indulgence.' Over the course of the campaign, there was a 9.4% increase in visitor spend by Aucklanders in the city and a 5% year-on-year rise on hotel occupancy. In comparison, there were 1.4% and 4.4% decreases respectively across the nation. RotoruaNZ chief executive Andrew Wilson. Photo / Laura Smith Spending by domestic visitors from across the whole of New Zealand, not just Auckland, went up 14.3% year-on-year in Rotorua in May – compared to a 0.1% drop nationally. In addition, 76% of New Zealanders surveyed rated Rotorua as appealing to visit, with 35% intending to do so in the next 12 months. Traditionally, Rotorua's heritage has marked it as the birthplace of Kiwi tourism, but it had also grown into a mecca for adventure seekers, Wilson said. 'The push towards luxury and relaxation is not about abandoning our adventure roots. 'It's about expanding our narrative. Rotorua has always been a place of restoration and manaakitanga [hospitality]. We're simply reminding Kiwis of that in a fresh, relatable way,' Wilson said. The recent rise in domestic tourism has also been noticed by those in the industry. Rotorua Canopy Tours general manager Paul Button said he has seen an improvement domestically compared to 12 months ago. Last year, the country was in the grip of the cost-of-living crisis as households tightened budgets and went without getaways, he said. Rotorua Canopy Tours general manager Paul Button. Photo / Andrew Warner 'I don't think there's one silver bullet,' said Button. 'Last year, domestically, it fell off. We had an abrupt drop in May and our research suggested it was economy-related. 'It's definitely still tough out there and I am not going to pretend it's not but interest rates have dropped and things might be getting better.' Button said Rotorua's desirability had also returned. The pandemic had a major impact on the city, while the subsequent period of emergency housing compounded the city's tourism struggles, he said. Emergency housing motels in Rotorua are being wound down by the Government, with a plan to stop contracting motels by the end of 2025. Hennessey's Irish Bar owner Reg Hennessey. Photo / Andrew Warner 'A lot less use of motels for social housing has really helped,' said Reg Hennessey, owner of the locally famous Hennessey's Irish Bar on Tutanekai St. 'This school holiday was good and domestic tourism has definitely picked up, it's taken quite a bump this year. 'Now we are just getting the good word back out to New Zealand that it's a safe town and people can always feel safe here because of the way it's operated.' Tapsell also highlighted new efforts to attract more international visitors, as Rotorua Lakes Council funded promotion through an economic development rate on short-term accommodation providers. 'Tourism and hospitality contribute significantly to jobs in Rotorua,' she said. 'Attracting visitors can be very competitive, not just to get them to our district, but also to our country. It's important that we don't get complacent, so we've put a lot of effort and smart investment into unique initiatives to promote Rotorua.' She said the council was excited to continue to see the results of this. Mathew Nash is a Local Democracy Reporting journalist based at the Rotorua Daily Post. He has previously written for SunLive, been a regular contributor to RNZ and was a football reporter in the UK for eight years. – LDR is local body journalism co-funded by RNZ and NZ On Air.
