Markets overview

Tourism New Zealand targets visitors from key markets around the world.

West Coast
Fox Glacier , West Coast

By Miles Holden

Tourism New Zealand targets visitors across a diverse portfolio of markets. We choose our markets based on there being a group of people who are considering visiting New Zealand for their next holiday.

Tourism New Zealand focuses our marketing efforts on reaching those who have a strong desire to visit New Zealand and converting that desire into bookings. Tourism New Zealand attracts visitors who will contribute positively to New Zealand’s natural environment, culture, society, and economy while they visit here.

Select from the major markets below.

 Australia     USA     China     UK     Germany     Japan

Australia

Australia is New Zealand’s largest visitor market in 2023, accounting for almost half of all international visitor arrivals.

Key market insights

  • 1.2m Australian visitors arrived between July 2022 – June 2023 (49% of all arrivals)
  • 482,000 of these are holiday visitors (39% of all visitors)
  • Australian holiday visitors spent $1.6 billion – an average of $3,785 per person
  • 40% of Australian holiday visitors stayed between 8-14 days
  • 32% of Australian holiday visitors arrived in summer and 21% in winter
  • Seasonally, Australian holiday arrivals were balanced throughout the year. They made up 46% of holiday arrivals - but over winter this jumped to 67%.
  • Australian visitors are most likely to join in adventure tourism, geothermal attractions, cultural experiences and food and wine.

Read the full Australia market snapshot here(opens in new window).

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United States of America (USA)

The United States is New Zealand’s second largest market in 2023, making up 15% of total holiday arrivals.

Key market insights

  • 264,321 American visitors arrived between July 2022 – June 2023
  • United States holiday visitors spent $718 million – an average of $5,989 per person
  • Most holiday visitors from the USA came from California (21%)
  • 47% of United States visitors arrived in summer and 4% in winter
  • 40% of United States visitors stayed between 8-14 days
  • Popular activities for visitors from the United States include natural attractions, adventure tourism, Māori cultural, food and wine and cultural experience.

Read the full USA market snapshot here(opens in new window).

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China

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

  • 59,343 Chinese visitors arrived between July 2022 – June 2023
  • 39% of Chinese visitors stayed between 8-14 days
  • The autumn season is a popular time for Chinese tourists to travel to New Zealand 59%.
  • Over 50% of Chinese holiday visitors are from Shanghai, Guangdong or Beijing.
  • Nearly 70% of Chinese visitors stay in New Zealand for longer than a week.
  • Over 34% of Chinese visitors were between 25-39 in age.
  • Popular activities for our Chinese visitors included local cuisine, beaches and coasts, trying local wine or beer, exploring main cities, local towns, historical and heritage sites, visiting national parks, nature reserve or native forest.

Read the full China market snapshot here(opens in new window).

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United Kingdom (UK)

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

  • 166,419 UK visitors arrived between July 2022 – June 2023
  • United Kingdom visitors spent $739M – an average of $4,916 per person
  • Nearly half of British visitors were 55+ of age.
  • 56% of United Kingdom visitors came to visit friends or family
  • 57% of United Kingdom visitors arrived in summer and 3% in winter
  • 41% of United Kingdom visitors stayed more than 22 days
  • Over one third of British visitors visit 7+ regions
  • Popular activities for United Kingdom visitors including cultural experience, natural attractions, adventure tourism, Māori culture, and glaciers.

Read the full UK market snapshot here(opens in new window).

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Germany

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

  • 50,673 Germans arrived between July 2022 – June 2023
  • German visitors spent $297.4m – an average of $7,035 per person
  • 55% of German visitors are aged under 39
  • 50% of German visitors arrived in summer and 3% in winter
  • 60% of German visitors stayed more than 22 days.
  • Popular interest of activities for our German visitors included local Lakes, Rivers, Waterfalls, cuisine, beaches and coasts, exploring main cities, local towns, historical and heritage sites, visiting national parks, nature reserve or native forest, Marine reserves.

Read the full Germany market snapshot here(opens in new window).

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Japan

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

  • 33,060 Japanese arrived between July 2022 – June 2023
  • Japanese visitors spent $90m – an average of $3,405 per person
  • 50% of Japanese visitors are aged 39 and under
  • 46% of Japanese visitors stayed 4-7 days
  • Japanese visitors love wildlife activities, cultural experiences, food and wine, adventure tourism
  • The traditional peak period for Japanese visitors is from November to March.

Read the full Japan market snapshot here(opens in new window).

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