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Tourism New Zealand uses research and insights to identify potential visitors in our key markets who are seriously considering visiting New Zealand for their next holiday; we call this audience Active Considerers. This research helps us to understand potential visitors’ motivations, desires in a holiday, barriers and how they like to travel. This helps us tailor our messages and marketing activity in a way that most inspires them to choose New Zealand.
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.
Active considerer intentions to travel 2023 report
The Intentions to Travel Market Deep Dive 2023 report(opens in new window) is based on qualitative in-depth interviews. The output of this research distils the claimed experiences of consumers from 10 markets.
Growing off-peak insights
This 2024 research(opens in new window) was undertaken by Tourism New Zealand to find out more about travellers’ motivations and barriers to help shape our work over 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 2023 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.