High-quality visitors are defined by more than the money they spend — the way they contribute to Aotearoa matters too. We look at the type of visitor, their scope of activities, how they travel across seasons and regions, environmental consciousness, and engagement with our culture and communities.
Select from the major markets below for top-level overviews and visitor information reports.
New Zealand Australia USA China UK Germany Japan
In April 2020, Tourism New Zealand started working with Regional Tourism Organisations to encourage domestic travel.
Key market insights
Download latest domestic market report.
In 2019 (prior to COVID-19), Australia was New Zealand’s largest international visitor market, accounting for almost half of all international visitor arrivals.
Key market statistics
Key market insights
Download latest Australia visitor snapshot.
In 2019 (prior to COVID-19), the USA was New Zealand's third largest international visitor market. Visitor numbers from the US on are on the rise due to increased air capacity and more direct airline routes.
Key market statistics
Key market insights
Download latest United States visitor snapshot.
In 2019 (prior to COVID-19), China was New Zealand's second largest international visitor market and one of the most valuable in terms of holiday visitor spend.
Key market statistics
Key market insights
Download latest China visitor snapshot.
In 2019 (prior to COVID-19), the United Kingdom was our fourth largest international visitor market.
Key market statistics
Key market insights
Download latest United Kingdom visitor snapshot.
In 2019 (prior to COVID-19), Germany was New Zealand’s sixth largest international visitor market.
Key market statistics
Key market insights (prior to COVID-19)
Download latest Germany visitor snapshot.
In 2019 (prior to COVID-19), Japan was New Zealand's fifth largest international visitor market. New Zealand is currently seeing limited growth from the Japan market following a strong growth phase over recent years.
Key market statistics
Key market insights
Download latest Japan visitor snapshot.