Australia

Market overview

Australia’s proximity and strong relationship with New Zealand make it an important market.

Prior to COVID-19, Australia was New Zealand’s largest international visitor market, accounting for almost half of all international visitor arrivals and spent $2.7b in 2019. 

Historically, New Zealand has been a top destination for Australian travellers, and now with the border reopened Tourism New Zealand is working to rebuild confidence, reigniting travel to New Zealand.  

Following the reopening to Australian visitors on April 13, Tourism New Zealand relaunched “Stop Dreaming About New Zealand and Go” to encourage travel to New Zealand. 

Key market insights

In 2019 (prior to COVID-19):

  • Australian visitors contributed 1.5M (40%) arrivals annually and spent $2.7b
  • 71% of Australians opted for self-drive holidays in New Zealand.
  • Visitors from Australia returned to New Zealand 3-4 times in their lifetime providing a big opportunity to increase regional dispersal and ‘touring’ activity to increase bookings for smaller regions.
  • Seasonally, Australian holiday arrivals were balanced throughout the year. They made up 27% of holiday arrivals - but over winter this jumped to 43%.
  • 71% of all international arrivals who skied were Australian.

Impact of COVID-19 on Australians’ travel intentions

  • According to our June 2021 research on the impact of COVID-19 on intentions to travel, 81% of Australians who are actively considering travelling to New Zealand will come to holiday, with 21% wanting to visit family and 12% to visit friends.
  • As of September 2021, 66% of Australian Active Considerers are wanting to travel internationally within 6 months of travel restrictions being lifted.

View the latest consumer insights.

Information for industry 

Australia 'Always On' 

The Australian Market is excited to announce the launch of the new 'Always On' activity. This activity launched on 2nd of May, and industry is invited to submit a deal to be featured in this campaign. 

This activity will focus on High Quality Audiences with existing consideration and preference for New Zealand to win booking commitment through an always on approach.​ 

To participate in the Australian Always On Campaign, you are invited to submit a winter deal aligning to the below key motivators identified in the High Quality Audiences this activity will target. 

  • Outdoor, Nature & Wildlife 
  • Active & Adrenaline
  • Culture, Events, Food & Wine 

As this activity will be always on, this first activity will primarily focus on Winter & Spring travel periods.  

You can participate in the Australia Always On Dynamic Demand activity by uploading a relevant a deal to newzealand.com. To streamline the process for the Industry we have enabled operators to upload a winter campaign deal to both the Australian version of newzealand.com as well the Domestic version. See information here. 

What else can you do? 

  • Join Qualmark  

    Qualmark helps businesses become more sustainable from a people, planet and profit perspective, by not only assessing your business, but working with you to ensure your business remains competitive and current in the changing operating environment. Membership is currently free until further notice, and all tourism businesses can gain additional support through the Tourism Advisory Support Service.
  • Share your new stories.

    What's happening in your region? Do you have a good news story to tell about your region or business? Our Public Relations team are always looking for great stories we can share offshore so please remember to let us know by emailing newsroom@tnz.govt.nz.
  • Stay up to date with the latest news from Tourism New Zealand – register here to receive regular updates from us
  • Have your product loaded on newzealand.com and upload a deal aligned to a campaign

    Promote your business at no cost by listing on our website. Listing your business is free and requires you to register first (takes approx. 20mins) – see the user guide and recommendations for optimal listings here.  You can also leverage Australia campaign activity by uploading a relevant a deal, see information here.
  • Use our branding in your marketing 

    Feature our branding in your marketing to enjoy the benefits of brand association. For more information visit our visual library.

  • Join our webinar series 

    We run a series of regular webinars to make sure industry are well informed and supported. Check for upcoming webinars.