After a record December and January, another upswing of visitors to Piopiotahi Milford Sound is expected over Chinese New Year (17 February to 3 March).

Market intelligence from Great South suggests the Chinese market, which has been slower to rebound since COVID, has swung strongly back this summer - particularly for Chinese New Year.

Great South General Manager Tourism and Events Mark Frood says there has been continued growth in FIT (free independent traveller) demand, meaning more rental cars and self-drive visitors than in recent years.

“Chinese New Year is longer than usual this year – a 9-day holiday period – which is spreading demand and sustaining higher volumes. Air capacity into Auckland from Chinese gateways is up 18% for the Chinese New Year period, and Christchurch capacity is particularly strong, with China Southern having 29% increase for summer Dec to March period,” Mark Frood says.

The Department of Conservation (DOC) is working alongside Great South, Milford Sound Tourism Limited (MSTL), and the Milford Road Alliance to look after Piopiotahi, support peak periods and promote safe travel.

“Located within a remote World Heritage Area with limited infrastructure, managing the peaks of Milford Sound’s visitation is key to protecting both the environment and the visitor experience,” says DOC Operations Manager John Lucas.

“Visitors are encouraged to plan ahead, come well prepared, and uphold New Zealand’s Tiaki Promise by travelling safely and caring for the environment.

“The Milford Road is stunning but it can be slow, challenging and stressful to drive, particularly at peak times. Drivers should check weather and road conditions before setting out, allow extra travel and parking time, take care, and be considerate of others,” John Lucas says.

“With high traffic volumes putting pressure on the national park, taking a guided tour or coach is a great way to reduce your footprint, travel stress-free and enjoy the incredible scenery with insights from trained guides.

“Visitor facilities are kept to a minimum in this remote, natural location. People should be prepared to take out all they bring into the park including rubbish and ensure they use the available toilet facilities.

“These small acts of naturing help protect Piopiotahi so it can be enjoyed now and into the future.”

MSTL CEO Haylee Preston says the summer season has been exceptionally busy so far, with December day cruise passenger numbers up 12,117 (13%) and overall visitation 6% higher than peak pre-COVID levels.

“Indications are that this could be Milford Sound’s busiest summer on record, although we won’t know for sure until the end of February,” Haylee Preston says.

“We’re expecting Chinese New Year to be another peak so MSTL will have extra parking attendants on the ground to help guide traffic and visitors.

“Visitors are advised onsite parking is limited and fills quickly. Those with cruise tour bookings should allow at least two hours to travel from Te Anau and 45 minutes for parking and walking to the terminal.”

DOC continues to work with Ngāi Tahu, community and key stakeholders to deliver short and long-term improvements for conservation and sustainable tourism on the Milford journey, building on recommendations from the Milford Opportunities Project.