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Special Interest and Sector Research

Special interest sectors are activities or a travel style that potential visitors have high personal interest or passion for, that drives their travel decision.

For New Zealand, it is about identifying those activities and interests where we can deliver an experience that is a world class standard and that deliver an opportunity that spans multiple core visitor markets.

Read more about the sectors and special interests identified as showing the potential to deliver greater economic returns for New Zealand.

  • 06 Sep 2016

    Profiling Backpackers in UK and Germany - August 2016

    Download | pdf 762KB

  • 25 Jul 2016

    Backpacker Research - July 2015

    Understanding the backpacker mind set and its impact on travel to New Zealand.

    Download | pdf 6MB

  • 30 Oct 2015

    China Golf Market Research - May 2015

    Activating the China golf market and increasing value delivery to visitors and the sector - by AIAL, ATEED and MBIE

    Download | pptx 16MB

  • 28 May 2015

    Australian Cycling Research - 2014

    This research provides insight on what Australian Active Considers want and need to book their next cycling holiday in New Zealand. It highlights the potential of the cycle trails and mountain biking tracks, and identifies the key factors they look when choosing a trail.

    Download | pdf 744KB

  • 21 May 2015

    USA Cycling Research - 2014

    This research provides insight on what USA Active Considers want and need to book their next cycling holiday in New Zealand. It highlights the potential of the cycle trails and mountain biking tracks, and identifies the key factors they look when choosing a trail.

    Download | pdf 1MB

  • 17 Mar 2014

    Walking and Hiking Tourism Report

    New Zealand has seen over a million visitors participate in a walking and hiking holiday since 2009, with one in four holiday visitors participating in either activity during their visit, according to the latest research released by Tourism New Zealand.

    Download | pdf 1MB

  • 07 Mar 2014

    Wine Tourism Report

    This Special Interest sector research provides an overview of tourists that visit wineries as an activity during their visit to New Zealand. The report also includes trends and characteristics of these tourists.

    Download | pdf 1MB

  • 30 Jan 2014

    Youth Market Snapshot

    This market snapshot provides a brief summary of some of the key characteristics of the youth segment, including average length of stay, accommodation types, popular activities and preference for New Zealand.

    Download | pdf 1MB

  • 05 Aug 2013

    Adventure Tourism Profile

    An overview of the number of visitors participating in adventure tourism, what they are doing, where and what value they bring to the country. Produced in May 2013.

    Download | pdf 2MB

  • 18 Jun 2013

    Cycling Tourism Profile

    An overview of cycling tourism in New Zealand including trends and characteristics of international cycling tourists.

    Download | pdf 1MB

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