Tourism New Zealand targets high-quality visitors across a diverse portfolio of markets. We choose our markets based on there being a group of people who are actively considering visiting New Zealand for their next holiday.
Among those who are considering visiting New Zealand, Tourism New Zealand focuses on attracting high quality visitors. High quality visitors contribute positively to New Zealand’s natural environment, culture, society, and economy while they visit here. They are determined by their scope of activities, how they travel across seasons and regions, their environmental consciousness and engagement with our local culture and communities.
Select from the major markets below.
Australia USA China UK Germany Japan
Australia is New Zealand’s largest visitor market in 2023, accounting for almost half of all international visitor arrivals.
Key market insights
Read the full Australia market snapshot here(opens in new window).
The United States is New Zealand’s second largest market in 2023, making up 15% of total holiday arrivals.
Key market insights
Read the full USA market snapshot here(opens in new window).
In 2023, China was New Zealand's fifth largest market. In 2019, it was our second largest international visitor market and one of the most valuable in terms of holiday visitor spend.
The market is recovering after the opening of the China international border in January 2023.
Key market insights
Read the full China market snapshot here(opens in new window).
In 2019 (prior to COVID-19), the United Kingdom was our fourth largest international visitor market now it is the third largest market making up 6.6% of total arrivals.
Key market statistics
Read the full UK market snapshot here(opens in new window).
In 2019 (prior to COVID-19), Germany was New Zealand’s sixth largest international visitor market and is now it is the seven largest market, making up 2% of the total arrival.
Key market insights
Read the full Germany market snapshot here(opens in new window).
In 2019 (prior to COVID-19), Japan was New Zealand's fifth largest international visitor market, it is now the tenth largest market making up 1.3% of total arrivals.
The market is recovering after the opening of the Japanese international border at the beginning of 2023.
Key market insight
Read the full Japan market snapshot here(opens in new window).