Held across Auckland, Rotorua, Queenstown, Christchurch and online, the sessions brought operators together to explore what AI-assisted search and platform-led recommendations mean for tourism businesses, and how the industry can respond collectively to ensure destination New Zealand remains visible, competitive and bookable on a global stage.

Tourism New Zealand active considerer research shows AI is now becoming a mainstream trip-planning channel, with 62% of audiences across key markets saying they are likely to use AI tools to plan their next trip, and 53% expecting to use AI more for future trip planning. 

The research also shows AI is being used throughout the planning journey, from advice and inspiration to budgeting, itinerary building and logistics. For operators, this means being easy for AI tools to find, understand, verify and recommend is becoming increasingly important alongside traditional travel trade channels,  social, destination websites and online travel agents. 

Tourism New Zealand General Manager New Zealand and Business Events Bjoern Spreitzer says the workshops are part of ongoing work with industry to adapt to changing consumer behaviour and ensure Destination New Zealand is discoverable both by humans and machines. 

“AI is already influencing how people discover and choose where to travel, so it is important that New Zealand tourism businesses are visible in the places visitors are searching and planning. These workshops have been about working alongside industry to share practical actions operators can take now, so destination New Zealand continues to stand out and convert demand in an increasingly AI-led environment,” Bjoern Spreitzer says. 

Practical actions operators can take now to improve their discoverability: 

• Check how your business appears in AI tools by asking the types of questions visitors might use, such as “best family activities in Rotorua” or “where should I stay in Auckland for a long weekend”. 
• Make sure your business name, region, experience type and booking pathway are consistent across your website, newzealand.com, RTO listing, Google Business Profile and online travel agent listings. 
• Rewrite key website copy in clear, specific language that explains what you offer, where it operates and who it is best suited to. 
• Add short FAQs to your website that answer real traveller questions, using plain language and practical details such as seasonality, suitability, accessibility, safety and booking information. 
• Write trust signals in text, not just logos, including Qualmark, safety credentials, sustainability practices, awards, cultural partnerships, local expertise and customer reviews. 

A practical guidebook(opens in new window) has also been created to support operators to take action. It outlines steps businesses can take to improve their digital presence and increase the likelihood of being discovered through AI-assisted search and planning tools. 

 TNZ will be hosting an online AI collective forum for tourism operators to continue to share and learn in mid-September. An invite will be sent out via Tourism News in August.  

Thank you to the partners who joined us and shared their expertise with operators, including Data Story, Air New Zealand and Maverick Tourism.