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Markets & Stats

To get the best value from our operating budget we target visitors from a range of markets. 

With around 80 million people actively thinking about a New Zealand holiday we can’t target them all so 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.



United States

South Korea



United Kingdom 




South East Asia


International visitor arrivals - holiday