United States

Market Overview

The United States is New Zealand's third-largest international tourism market in terms of visitor arrivals, and it is a market where there are real opportunities for growth in the long-term.

Tourism New Zealand is working in the US to grow visitor numbers and value through increased marketing, public relations, and sector-specific activities including business events (incentives and conventions).

The US is the world's largest long-haul market. Around 45 per cent of American visitors also combine New Zealand with Australia on a trip to the South Pacific. This figure is often higher in some sectors, such as cruise and series coach touring.

A growing number of Americans travel New Zealand by cruise ship. The US is New Zealand's second-largest cruise market after Australia. There is strong potential for growth in this sector of the US market, particularly by increasing value by encouraging greater pre- or post-cruise touring.

Of all our international visitors, travellers from the US are most satisfied with their New Zealand holidays, according to Tourism New Zealand's Visitor Experience Monitor research. During their visit, two-thirds of Americans travelled beyond New Zealand's main tourist centres to the regions.

One aspect of our work in the US is to tap into this positive word of mouth and encourage US visitors to recommend New Zealand to friends and family.

Key Statistics

International Visitor Arrivals February 2014

Year End Total 205,360 12.0%
Year End (Holiday) 122,240 16.2%
Month End Total 31,632 17.6%
Month End (Holiday) 21,728 20.3%
Total Stay Days* 3,607,248
Total Stay Days (Holiday)* 1,680,832
Average Length of Stay* 17.6 days
Average Length of Stay (Holiday)* 13.8 days

International Visitor Survey - YE December 2013

Average Expenditure per Visit NZD3,300
Total Expenditure per Annum NZD582m

Market Trends

There has been really good growth from the North American market, with arrival numbers significantly up on the back of a much improved economy and subsequent consumer confidence. The Hobbit...

Read More

Want to know more?

Find more information about tourism research and data.

Click here

IMP highlights

Check out some of the media files that TNZ is supporting.

Read More