Australian visitors avoiding Christchurch

Australians are the most reluctant tourists to return to earthquake-recovering Christchurch, according to the region's tourism head.

Christchurch and Canterbury Tourism Chief Executive Tim Hunter recently explained that Chinese, South East Asian and European tourists were returning reasonably quickly while Japanese and Korean tourists had shied away, but were improving.

However, Hunter explained that Australians, New Zealand's biggest source of tourists, are staying away with from Christchurch and that they city is struggling to change the perception that it is still one big disaster zone.

Hunter stated "Australia, surprisingly for a country that typically exhibits so much bravado, they have been very reluctant to visit."

Hunter believes that the main problem was that the aftermath of the February 2011 quake was broadcast live in Australia for 72 hours, adding "what was ingrained on the minds of Australians was a shattered inner city and rescue operation. They didn't see the fact that half of Christchurch, the western side, was in pretty good nick ... and none of the rest of the South Island was affected at all."

Christchurch and Canterbury Tourism is promoting the idea of a South Island road trip rather than exclusively visiting Christchurch.

The agency has also doubled the number of Australian media the city is hosting to show them it's still operating. A media campaign in Australia will also be launched to address some of the perceptions.

Crucially, the earthquake has not affected attractions such as the Antarctic centre, Hagley Park, the Transalpine and Kaikoura train trips as well as the Air Force museum and Orana Park.

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