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Thailand is a relatively small market for New Zealand, currently contributing just over 20,500 visitors each year. However, the market is an important contributor to overall arrivals from South East Asia and the Thai market continues to show positive signs for both holiday and incentive sectors. Increased demand for New Zealand has been noticed for the October school break, in particular.

There is strong interest from Thailand in independent and self-drive holidays, with interest in campervan holidays increasing. New Zealand is also a popular choice for Thai incentive groups, with group sizes ranging from 20 to 800 people. Incentive groups help boost visitor numbers from Thailand during winter and the spring/autumn shoulder seasons.

More than half (64.8 per cent) of all Thai visitors travel outside New Zealand's main tourism centres. Many travel outside of the peak summer months, with the high season for Thais being March through until May (particularly during the school holidays) and October.

English study tours are another important aspect of the Thai holiday market, particularly in March and April. Family and relatives often visit their children in New Zealand during Thai long weekend holidays throughout the year.