Consumer research

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

International markets

International visitation plays an important role in New Zealand’s tourism economy.

Active Considerer 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. 

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.