Consumer research

Uncover visitor motivations and barriers to travel, key demographics and more.

West Coast
Punakaiki, West Coast, West Coast

By Miles Holden

Active considerer reports

Active considerers are people who are seriously considering visiting New Zealand for their next holiday. 

Active Considerer deep dive reports

Analysis on the size of Tourism New Zealand’s target audience in various markets, and their sentiment towards travelling to New Zealand. Australia(opens in new window), Americas (USA and Canada)(opens in new window), Asia (China and Japan)(opens in new window), Asia (India, South Korea and Singapore)(opens in new window), Europe (UK and Germany)(opens in new window), Archives

Active Considerer intentions to travel reports

The Intentions to Travel Market Deep Dive 2023 report(opens in new window) are based on qualitative in-depth interviews. The output of this research distils the claimed experiences of consumers from 10 markets. 

Special focus research reports

Conducting regular consumer research guides Tourism New Zealand’s work to attract visitors from our key international markets. 

Growing off-peak insights

Growing off-peak insights was undertaken by Tourism New Zealand to find out more about travellers’ motivations and barriers to help shape our work for the next four years. Here you will also find insights relevant to tourism businesses and regions.

The role of sustainability in destination and operator choice

The role of sustainability in destination and operator choice research(opens in new window) was undertaken by Tourism New Zealand and the Ministry of Business Innovation and Employment to better understand visitor perceptions of sustainability in relation to holiday destination and operator choice.