29th January, 2025
As New Zealanders continue to enjoy the summer months, many are opting for domestic travel to explore the country’s stunning landscapes and hidden gems.
Whether it’s the beaches of Northland, the iconic views of Queenstown, or the adventure activities of Auckland’s Waitākere Ranges, tourism operators are poised for a much-needed boost after years of disruption.
For small businesses in the retail, tourism and hospitality industries, there’s a sense of cautious optimism as they anticipate a steady flow of visitors.
According to recent research from MYOB, 26% of New Zealand’s small and medium-sized enterprises (SMEs) expect to see an increase in their revenue over the summer months, compared to the 2023-2024 period.
With 48% of Kiwis planning domestic travel this summer, businesses like AWOL Adventures are ready to make the most of the opportunities on the horizon.
Nestled in the lush native bush of Auckland’s Waitākere Ranges, AWOL Adventures offers canyoning, abseiling, and adventure challenges for thrill-seekers and nature lovers alike.
Since its founding in 1998 by Cam Bowen, AWOL Adventures has welcomed both local and international visitors, from families looking for a unique day out to corporates seeking memorable team-building activities.
After several challenging years, including disruptions from Kauri dieback disease and Cyclone Gabrielle, Cam is focused on rebuilding the business and ensuring its long-term sustainability.
“We now have up to five regular trips going to the Ranges each week, and we’re looking forward to February and March, which are typically our busiest months when we see more corporates booking in for team building activities and the like,” says Cam.
“However, overall we’re not getting the same visitor numbers through yet as we had in our last full season in 2018. Whether it’s due to the economic slowdown or less travellers post-pandemic, the lower numbers mean the business isn’t as profitable as it has been in the past.
“Our offering is also still somewhat limited as we’re only operating the Piha Canyon, with the continued closure of the Blue Canyon – our other canyon – due to the track not meeting the dry foot standard, which is impacting numbers as well as this was particularly well-suited to school groups.”
Cam has worked hard to adapt to the changing tourism landscape. His focus on upskilling his guiding team and maintaining high safety standards has strengthened the business’ reputation. Meanwhile, leveraging social media marketing and trusted booking portals like Tripadvisor has helped spread the word and secure bookings.
“I’m also doing everything I can to spread word-of-mouth about AWOL Adventures, while trying to tightly manage spending on promotion to get the word out. Each guest is an opportunity to market the business, and we want booking agents to know they can trust us to deliver,” says Cam.
“As well as using social media marketing, we’re seeing benefits from being available for reservations through trusted booking portals like Tripadvisor. It’s also easy at our end, as our booking system integrates with the major booking portals.”
To sustain operations during slower years, Cam took on track maintenance work for Auckland Council, providing an alternative income stream.
“The track work, both rebuilding and now maintenance, has helped to sustain the business during the years of reduced adventure operations.
“But the big push is now on our core business and guiding canyoning trips through the Ranges.”
Insights from the latest MYOB consumer survey reveal a strong interest in domestic travel among Kiwis. Auckland ranks as the most popular destination, with 26% of respondents planning a visit. The Bay of Plenty and Northland also feature prominently on travel itineraries.
In addition to these popular regions, Kiwis are also dreaming about top destinations they’ve yet to explore, but would like to do so. For example, 26% of respondents expressed that they would like to visit Waiheke Island (within Auckland), but haven’t yet. Further afield, Stewart Island (34%), Queenstown (33%), and Milford Sound/Fiordland National Park (33%) are high on the must-visit lists of New Zealanders.
When it comes to travel budgets, accommodation is expected to take up the largest share (39%), followed by transport (29%) and food and dining (24%). For small tourism operators, these insights highlight the importance of providing value-driven experiences that cater to travellers’ priorities.
Tourism, accommodation, and hospitality businesses like AWOL Adventures are integral to New Zealand’s domestic travel industry. With careful planning, targeted marketing, and a focus on exceptional customer experiences, they have the potential to thrive in the months ahead.
Cam remains optimistic about the future of AWOL Adventures, even as the business continues to rebuild.
“My goal is that even if we don’t hit our previous revenue peaks yet, people know we’re back open and we get busier as the summer season hits its high point,” he says.
For travellers planning their next getaway, supporting local businesses like AWOL Adventures is a meaningful way to experience New Zealand’s incredible outdoor offerings while contributing to the recovery of the tourism industry. Whether it’s abseiling through Piha Canyon or exploring the native bush of the Waitākere Ranges, there’s no better time to enjoy the beauty of our own backyard.
Information provided in this article is of a general nature and does not consider your personal situation. It does not constitute legal, financial, or other professional advice and should not be relied upon as a statement of law, policy or advice. You should consider whether this information is appropriate to your needs and, if necessary, seek independent advice. This information is only accurate at the time of publication. Although every effort has been made to verify the accuracy of the information contained on this webpage, MYOB disclaims, to the extent permitted by law, all liability for the information contained on this webpage or any loss or damage suffered by any person directly or indirectly through relying on this information.