Markets overview

Tourism New Zealand targets visitors across a diverse portfolio of markets. We choose our markets based on there being existing or potential airline connectivity and a significant group of people who are seriously considering visiting New Zealand for their next holiday.

Then Tourism New Zealand focuses our marketing efforts on reaching those who have a strong desire to visit New Zealand and converting that desire into bookings.

Select from the major markets below.

 Australia     USA     China     Singapore     UK     Germany     Japan   India

Australia

Key insights: 

• 1.6 million Australians visited New Zealand in the year ending March 2026, making Australia New Zealand's largest visitor market. Holiday visitors accounted for 44% of arrivals, while 39% travelled to visit friends and relatives. 

• Australian visitors spent $4.2 billion in New Zealand, including $2.6 billion from holidaymakers. Holiday visitors spent an average of $4,397 per trip. 

• Holiday visitors stayed an average of eight days, with 41% staying between 8 and 14 days.  

• Visitation remains steady throughout the year, with arrivals spread across summer (30%), spring (25%), autumn (23%) and winter (22%). 

• Popular activities include walking and hiking, natural attractions, national parks, beaches, museums and galleries, and food and wine experiences. 

Read the full Australia market overview here: 
Australia Market Snapshot July 2026(opens in new window) 

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United States of America (USA)

Key insights: 

• 384,000 visitors arrived from the United States in the year ending March 2026, with holiday travellers accounting for 68% of arrivals.  

• American visitors spent $2.0 billion in New Zealand, including $1.5 billion from holiday visitors. Holidaymakers spent an average of $6,700 per trip.  

• Holiday visitors stayed an average of 10 days, with more than half staying at least a week.  

• Arrivals peak during summer (45%), although visitation remains strong during autumn and spring.  

• Popular activities include walking and hiking, natural attractions, national parks, beaches, museums and galleries, Māori cultural experiences and glow worm tours.  

Read the full United States market overview here: 
USA Market Snapshot July 2026(opens in new window) 

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China

Key insights: 

• 297,000 Chinese visitors travelled to New Zealand in the year ending March 2026, with 74% visiting for a holiday.  

• China is New Zealand's third-largest visitor market and holiday travel is the primary driver of visitation.  

• Chinese visitors spent $1.5 billion in New Zealand, including $1.1 billion from holidaymakers. Holidaymakers spent an average of $5,644 per trip. 

• Holiday Visitors stayed an average of nine days, with 48% staying between 8 and 14 days. 

• Arrivals are strongly concentrated in summer, with 39% arriving during the summer season. 

• Visitors are particularly interested in natural attractions, walking and hiking, stargazing, beaches and national parks. 

Read the full China market overview here: 
China Market Snapshot July 2026(opens in new window) 

Singapore

Key insights: 

• 62,000 visitors from Singapore arrived in New Zealand in the year ending March 2026, with 75% travelling for a holiday.  

• Singaporean visitors spent $447 million in New Zealand, including $345.1 million from holidaymakers. Holidaymakers spent an average of $4,618 per trip.  

• Holiday visitors stayed an average of 11 days, with 59% staying between 8 and 14 days.  

• Visitation is relatively balanced throughout the year, with arrivals spread across summer (31%), spring (27%), autumn (21%) and winter (20%). 

• Singaporean holidaymakers are particularly interested in natural attractions, walking and hiking, beaches, national parks, glaciers and film locations, tours or experiences. 

Read the full Singapore market overview here: 
Singapore Market Snapshot July 2026(opens in new window) 

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United Kingdom (UK)

Key insights: 

• The United Kingdom remains an important long-haul market for New Zealand, with 201,000 arrivals, 47% of whom were visiting friends and relatives and 44% on an extended holiday.  

• UK visitors stay longer than most markets at an average of 15 days and primarily travel as couples.  

• UK visitors spent $986.2 million in New Zealand, with holiday visitors making up $555.6 million of that. The average spend per trip was $5,475, while the average spend for holiday makers was $7,579.  

• UK visitors prefer to arrive in summer, with 52% exchanging the UK winter for the southern hemisphere’s warmer weather.  

• Popular experiences include national parks and other natural attractions, walking and hiking, beaches, museums and art galleries as well as geothermal attractions.  

Read the full United Kingdom market overview here: 
UK Market Snapshot July 2026(opens in new window) 

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Germany

Key insights: 

• 74,000 German visitors travelled to New Zealand in the year ending March 2026, with 75% arriving for a holiday.  

• German visitors spent $538 million in New Zealand, including $352.1 million from holiday visitors. Holiday visitors spent an average of $9,158 per trip, the highest among New Zealand’s key visitor markets.  

• German holiday visitors stayed an average of 16 days, with 62% staying 15 days or longer.  

• Visitation is highly seasonal, with more than half of arrivals (51%) occurring during summer. German visitors are also the most geographically dispersed, with 64% visiting four or more regions.  

• Popular experiences include beaches, walking and hiking, national parks and other natural attractions, geothermal parks, glaciers, swimming/surfing and Māori cultural experiences  

Read the full Germany market overview here: 
Germany Market Snapshot July 2026(opens in new window) 

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Japan

Key insights: 

• 76,000 Japanese visitors arrived in New Zealand in the year ending March 2026, with 61% travelling for a holiday – the primary driver of Japanese visitation. 

• Japanese visitors spent $256.9 million in New Zealand, with the average spend per trip $3,988. The total holiday spend was $178 million, with an average of $4, 381 spent per holiday. 

• Visitation is relatively balanced throughout the year, with strong demand during both winter (25%) and summer (32%).  

• Auckland remains the primary gateway for Japanese visitors, accounting for 83% of arrivals.  

• Key motivations include experiencing beautiful scenery through walking and hiking, natural attractions and parks, beaches, film locations, tours or experiences and stargazing, while also experiencing unique New Zealand art at museums and galleries. 

Read the full Japan market overview here: 
Japan Market Snapshot July 2026(opens in new window)