New Zealand Tourism Gains Momentum as Visitor Spending Growth Supports Regional Businesses and Exports

The tourism industry of New Zealand maintains its significance in the development of the national economy through increased international visitor spending and demand for tourism experiences within Aotearoa New Zealand. According to the new IVS data for the year ending June 2026, the sector maintains its status of one of the key export sectors for New Zealand contributing to business, employment, and the economy of the country as a whole.

Tourism New Zealand aims to increase international visitors to the number of 3.9 million people and visitor spendings to NZ$14.4 billion by June 2027. The current data provides a good basis for the future growth with the maintenance of visitor spending providing economic benefits to accommodation, food and beverage operators, retail, attractions and regional tourism operators. With the continuing recovery of global travel demand, New Zealand capitalizes on its competitive advantages through offering value-added experiences and increasing stay duration and visitor spending.

Tourism Remains One of New Zealand’s Leading Export Contributors

Tourism continues playing a major role in New Zealand’s export economy, with international visitors contributing significant spending across different regions. Tourism New Zealand Chief Executive René de Monchy highlighted the importance of visitor expenditure in supporting businesses and communities throughout the country. International visitor spending reaches beyond major tourism hubs, creating economic opportunities for local operators, accommodation providers, food businesses, retailers and experience providers.

The latest figures demonstrate the wider economic impact of tourism, showing how international travel supports employment and regional development. New Zealand’s tourism strategy increasingly focuses on generating greater value from visitors by promoting quality experiences rather than relying only on increasing visitor numbers. This approach aims to ensure tourism growth delivers sustainable benefits for communities while protecting the natural and cultural assets that attract travellers.

Average Visitor Spending Increases as Demand for Premium Experiences Grows

A key highlight from the latest International Visitor Survey results is the continued increase in visitor value. The average international visitor spend increased by 10.2 per cent year-on-year to NZ$4,537 per visit, reflecting stronger demand for higher-value travel experiences. The increase suggests that visitors are investing more in accommodation, activities, dining and experiences during their time in New Zealand.

Tourism New Zealand aims to build on this momentum by attracting travellers who are interested in meaningful experiences, longer stays and regional exploration. The country’s landscapes, outdoor activities, wellness offerings and food culture continue supporting its appeal among international visitors seeking distinctive travel experiences. By focusing on value-driven tourism, New Zealand is working towards a more sustainable tourism model that benefits businesses while managing visitor impacts.

Australia, United States and China Drive Strong Visitor Spending Growth

New Zealand’s largest international tourism markets have shown significant growth in visitor spending. Among the strongest-performing markets were:

• Australia, with visitor spending increasing 25 per cent year-on-year to NZ$4.4 billion
• United States, with spending rising 20 per cent year-on-year to NZ$2.2 billion
• China, with visitor spending growing 26 per cent year-on-year to NZ$1.5 billion

Together, these markets represent some of the most important sources of international tourism value for New Zealand. Tourism New Zealand’s top 15 priority visitor markets contribute approximately 85 per cent of total visitor value, highlighting the importance of targeted international marketing strategies. By maintaining strong connections with key markets while developing new opportunities, New Zealand aims to expand tourism demand and strengthen its global competitiveness.

Growing Global Interest Creates New Opportunities for New Zealand Travel

Tourism New Zealand’s audience research shows strong international interest in visiting the country, with a record 183 million people considering a trip to New Zealand. This growing pool of potential visitors provides opportunities to reach travellers who are already interested in exploring the destination. The organisation is focusing on converting this interest into bookings by promoting experiences that showcase New Zealand’s unique strengths.

Research indicates that potential visitors are increasingly confident about international travel, creating favourable conditions for future tourism growth. Factors supporting demand include attractive exchange rates for overseas visitors, strong interest in nature-based experiences and projected airline capacity growth. Air capacity is expected to increase by 5 per cent over the next six months, further improving accessibility for international travellers.

Tourism New Zealand Promotes Food, Wellness and Outdoor Experiences

To encourage future bookings, Tourism New Zealand is focusing its international marketing efforts around three major experience themes:

• Food and beverage
• Active escapes
• Wellness

These themes aim to connect travellers with experiences across New Zealand’s diverse regions. The active escapes campaign highlights outdoor adventures including walking, cycling and landscape-based activities that showcase the country’s natural beauty. The wellness theme promotes New Zealand as a destination where visitors can reconnect with nature, relax and experience wellbeing, including stories influenced by te ao Māori perspectives.

The food and beverage focus highlights New Zealand’s unique culinary identity through local produce, seasonal ingredients, landscapes and cultural influences. These themes are designed to encourage visitors to explore beyond traditional attractions and discover regional experiences.

New Zealand Food Tourism Gains Momentum Among International Visitors

Food and beverage experiences are becoming an increasingly important part of New Zealand’s tourism appeal. Visitor spending on dining increased year-on-year to NZ$2.07 billion, demonstrating strong international interest in the country’s culinary offerings. Tourism New Zealand research also shows that 84 per cent of potential visitors want to experience local cuisine during their trip.

New Zealand’s food tourism story is built around fresh produce, local ingredients, regional traditions and connections between landscapes and cuisine. The introduction of the New Zealand MICHELIN Guide has also strengthened international awareness of the country’s dining experiences. By promoting food alongside nature, culture and adventure, New Zealand is creating more complete travel experiences for international visitors.

High Visitor Satisfaction Highlights Quality of New Zealand Travel Experiences

The latest survey results show that visitor satisfaction remains strong, with 91.3 per cent of international visitors saying New Zealand met or exceeded their expectations. The high satisfaction rate reflects the quality of experiences delivered by tourism businesses across the country. From major hospitality brands to locally operated attractions, tourism providers play an important role in shaping visitor perceptions.

Positive experiences encourage travellers to recommend New Zealand to others and support repeat visitation. The results demonstrate the importance of maintaining high service standards while continuing to develop innovative tourism products.

New Zealand Builds Future Tourism Growth Through High-Value Travel

The new findings related to international visitor spending clearly indicate that tourism still plays a significant role in the economic development of New Zealand. Due to the rapid development of some key markets, increased visitor spending and growing global interest in the country, it is clear that New Zealand will be able to improve its international tourism performance.

Due to the fact that Tourism New Zealand concentrates its efforts on high value experiences, regional tourism and sustainable development, new needs of tourists are addressed. Through promoting various outdoor adventures, wellness travel and culinary experiences, New Zealand seeks to foster closer relationships between travelers and destinations.