Taupō Spending Snapsot: International Visitors Lead Growth

A look at who’s spending, where they’re from, and what it means for the Taupō District economy.

Recent data from Marketview, which analyses cardholder spending trends at merchants within the Taupō District, reveals a nuanced economic picture of local economic activity. Covering the summer period from 25 November 2024 to 24 February 2025, this analysis compares year-on-year total spend, transaction volumes, cardholder counts and consumer behaviours with the same period in 2023/24.

Overall card spend in the Taupō District has grown year-on-year (YoY), this growth has largely been driven by international visitors. At the same time, local and domestic spending has softened, highlighting a shift in visitor dynamics and spending patterns. The data also suggests improving consumer confidence, with increased visitation (cardholder count) despite slightly lower average transaction values. For local businesses, these trends provide valuable insights into how consumer behaviour is evolving across the district.

Key Highlights

Total spend rose by 0.85% year-on-year, supported by a 12.1% increase in international visitor spending.
Domestic visitor and local spending decreased slightly, down 0.26% and 0.94% respectively.
Transaction volume increased by 1.7%, indicating more frequent, lower-value purchases.
The number of cardholders grew by 2.4%, reflecting increased visitation to the district.
Average transaction value dipped slightly from $53.68 to $53.21.
Average spend per cardholder declined from $155.76 to $153.40.

International Visitors Lead the Way

One of the most notable trends is the strong growth in international visitor activity. Visitors from North America made the biggest impact, contributing to a 39% increase in spend and nearly 17,000 more cardholders compared to the previous year. Southeast Asia and the broader "Rest of International" group also saw strong gains in spend, visitor numbers and transaction frequency. In contrast, spending from Europe, Australia, and China declined, despite relatively stable visitor numbers.

International visitors accounted for 13.1% of all spending in the district over the period. Their presence and spending patterns have provided a welcome boost to the local economy, especially in sectors related to tourism, hospitality, and retail, underlining Taupō’s growing appeal as a destination for international tourists.

Domestic & Local Spending Trends

Domestic visitors made up 38.1% of all spending in the district over the period, although the results varied by region. The Hawke’s Bay was the strongest performer with growth in both spending and cardholder count growth, and Manawatū & Whanganui regions increased spend and transaction volumes. South Island spending remains steady, supported by an increase in visitors. Wellington shows an unusual trend where total spend increased despite declining transaction volume and cardholder count, suggesting higher spend per visitor. In contrast, spending from Waikato, Bay of Plenty, and Auckland declined across all metrics, likely reflecting broader economic conditions or changing travel preferences. These trends suggest Taupō is attracting higher-spending visitors from select domestic regions while facing headwinds from traditionally strong markets.

Taupō local spending accounted for 48.1% of all spending in the district over the period, cardholder numbers increased by 2.69%, but total local spending decreased by 0.94%. This suggests Taupō District residents may be spending more cautiously, potentially due to rising costs or economic uncertainty.

Where Are People Spending?

The data highlights key changes in consumer spending across different merchant categories:

Category	Year-on-Year Change
Cafes, Restaurants & Takeaways	+5.1% ($2.13 million increase)
Department Stores & Leisure	+6.1% ($1.3 million increase)
Apparel & Personal	+5.5% ($494,000 increase)
Other Consumer Spending	+1.5% ($162,942 increase)
Groceries & Liquor	-0.7% ($542,000 decrease)
Fuel & Automotive	-1.6% ($753,000 decrease)
Home, Hardware & Electrical	-2.1% ($363,000 decrease)
Accommodation	-2.2% ($410,000 decrease)

The strongest growth was seen in cafes, restaurants, retail, and leisure categories, indicating an uptick in discretionary spending and reinforcing Taupō’s status as a popular visitor destination. However, the decline in accommodation spend, despite rising cardholder numbers, may reflect shorter stays or a shift towards alternative options like Airbnb and holiday rental properties. Lower spending on fuel could also be linked to improved vehicle efficiency or a reduction in interregional travel.

What It All Means for Taupō

The Taupō District continues to benefit from a recovering international visitor market, with strong gains in spending from North America and Southeast Asia. Discretionary spending in sectors such as hospitality, retail, and leisure has seen encouraging growth.

However, local and domestic markets are showing signs of caution. Despite more cardholders, overall spend is down in key domestic regions and among locals. Essential goods, fuel, and accommodation have all experienced modest declines, suggesting a broader tightening of budgets.

Businesses in the district should consider these shifts when planning their offerings, promotions, and investment strategies. The opportunity lies in catering to changing visitor profiles, especially international guests, while also remaining aware of local consumer sentiment.

Looking for more insights?

Amplify provides ongoing analysis and economic intelligence to help local businesses and stakeholders make informed decisions. You can read the full Marketview Spend & Card Analysis here:

For more information or tailored data breakdowns, get in touch with our team today.