Markets & Insights

New Zealand's borders are currently closed following the global outbreak of COVID-19. Tourism New Zealand is currently focused on supporting domestic tourism activity and keeping the brand alive internationally. 

Our approach to marketing

Prior to COVID-19, around 80 million people were actively thinking about a New Zealand holiday.  When looking at which markets to target, we take a strategic approach.

This includes looking at:

  • how best to manage established markets and sectors to maintain growth
  • seizing opportunities to grow markets, while also taking a future-focused position
  • investing in selected emerging markets and sectors to realise potential value in the medium- to long-term.

Based on this our target markets are arranged into three different ‘horizons’ of near-term value, medium-term growth and long-term development. Within each market we prioritise investment and activities relevant to the stage the market is in.





New Zealand