Tourism operators on the Chatham Islands are ramping up efforts to boost visitor numbers, investing in high-end accommodation and, for the first time, targeting international markets directly.
The remote islands — 800km east of Christchurch and just a two-hour flight away — experienced an unprecedented surge in visitors during the Covid-19 pandemic, when overseas travel was off the cards.
Tourism numbers nearly doubled as Kiwis ticked the destination off their bucket lists, but since borders reopened, arrivals have fallen back to around 1300 a year.
Air Chathams launched its 'Closer Than You Think' campaign to help reignite interest, while operators hoped luxury experiences would help attract discerning travellers.
But Chatham Islands Mayor Greg Horler said while growth was needed, it had to be sustainable and managed.
"We need a happy medium between too many and enough," he said.
"Two thousand visitors a year is probably the max. It's a lifestyle thing, Chatham Islanders don't want their lifestyle impacted too much, but they want tourists to enjoy it."
The influx of tourists during the Covid-19 pandemic nearly overwhelmed the islands.
Toni Croon, who owned and ran Hotel Chatham, told 1News it was a chaotic time.
"We got slammed. Rooms were chocka, it was crazy."
Her hotel, which has 55 rooms, made up around 95% of the island's accommodation.
Croon said her new luxury suites were nearly always booked out but that there had been a "lull" since international borders reopened.
"We only have 600 people here. We are a declining population. We have a fabulous airline and we need people to come for our airline to survive. For us to survive, tourism is well needed, and crucial," she said.
One of the newest offerings on the island was Kōpī Bush Retreat, a fully off-grid lodge set on 1200 acres, which featured on Grand Designs.
Owner Bridget Preece said the retreat catered to those seeking both adventure and comfort.
"People come for the raw farm experience, the fishing or the hunting, and then return to folded clothes and a cold beer," she said.
"We have an in-house chef who creates beautiful degustation dinners using produce from our gardens and kaimoana from the sea. It's about showing people what New Zealand used to be like 50 years ago, but with a luxury twist. A lot of people leave quite delighted, they're surprised by the views, the clean waters, and the high-end products we offer."
International eyes on the Chathams
Among the latest tourist arrivals were Sandy and Monica Allan from Sydney, who bypassed mainland New Zealand altogether for a dedicated five-day trip.
Sandy said the island was a lot bigger than he had imagined.
"Fascinating really. Certainly the history and the background, and just how a small community of 600 lives and survives," he said.
His wife Monica agreed, saying it was "quite pretty" and an interesting island.
"It has quite an interesting history, I found out. I never really knew it existed."
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