Market overview

Following the global outbreak of Covid-19 New Zealand's borders were closed from March 2020 to most international visitors.  

Even though we can’t welcome visitors to New Zealand at the moment it’s still incredibly important to keep New Zealands brand alive internationally not only for when our borders reopen but also for trade and export purposes.   

Tourism New Zealand is working hard to do this.  

We are encouraging future visitors to experience New Zealand through digital content so they can continue to dream of their visit here.  

Safe travel zones  

New Zealand has made great progress combating Covid-19, and as the world recovers, creating safe travel zones with other nations will support tourism recovery, but only if it can be done safely between each nation. Our government is currently investigating options for what safe travel zones might be possible and how this travel may be undertaken safely. 

International tourism's value to NZ communities and our recovery  

Did you know that before Covid-19, international visitors contributed $17.2 billion each year towards New Zealand’s economy making tourism New Zealand’s number one export earner? The recovery of New Zealand’s international visitor economy will be an important part of New Zealand’s overall economic recovery.  

Key insights 

New Zealand’s top markets prior to Covid-19 were Australia, China, the United States and the United Kingdom.  

Tourism New Zealand strategically undertakes trade, public relations and marketing activity in the following markets to encourage visitation and demand. To find out more about these markets click on the links below: 

International activity plan 

Tourism New Zealand's activity is driven by insights, consumer marketing campaigns and industry engagement which will continue to ensure that the international visitor economy is well-positioned for recovery.  

  • Tourism New Zealand has prepared scenarios to help inform industry and government on the potential shape of the tourism sector's recovery.
  • Social media activity has resumed to keep engaging with those who are actively considering New Zealand as a destination when travel resumes  
  • Our Good Morning World campaign has resumed on our social channels where everyday Kiwis wish you a good morning from a different and special part of New Zealand each day. 
  • Pure: Journey of Reflection campaign
  • Gathering insight into consumer sentiment towards travel to New Zealand across key markets following Covid-19
  • Engaging with our travel partners around the globe with online training, digital content and through creative virtual events like star gazing and cooking demonstrations.