Tourism New Zealand is focused on international visitor arrivals reaching 3.9 million and growing international visitor spend to $14.4 billion by June 2027.

New insights from the International Visitor Survey (IVS) for the year to June 2026 show tourism remains one of New Zealand’s most important export industries, with international visitor spend continuing to support businesses, jobs and communities across the country.

Tourism New Zealand Chief Executive René de Monchy says the results highlight the role tourism plays in strengthening New Zealand’s economy.

“Tourism is New Zealand’s second largest export earner, and these results show the value international visitors bring to the country,” says de Monchy. “Visitor spending flows through our regions, supporting accommodation providers, tourism operators, restaurants, retailers and communities right across Aotearoa New Zealand.”

The year to June result provides a solid base for the year ahead, with Tourism New Zealand focused on growing the value of tourism to $14.4 billion this fiscal year.

“International visitor spend and arrivals are both moving in the right direction, giving us a good platform to keep building value for New Zealand, but it’s particularly good to see that visitor value has continued to grow, with the average spend per visit up 10.2% yoy to $4537,” says de Monchy.

Spend growth has been particularly strong from New Zealand’s top three visitor markets Australia up 25%yoy to $4.4b, the United States up 20%yoy to $2.2b and China growing 26%yoy to $1.5b. New Zealand’s top 15 visitor markets, where Tourism New Zealand undertakes marketing activity, contribute 85% of visitor value to New Zealand.

Tourism New Zealand’s audience research also shows a record 183 million people are considering a trip to New Zealand. The larger pool of potential visitors gives Tourism New Zealand more opportunity to reach high-intent audiences and encourage them to book.

“People who are thinking about a trip to New Zealand are telling us they feel confident about international travel,” says de Monchy. “That confidence, combined with a favourable exchange rate for visitors, strong demand for the experiences New Zealand offers and projected growth in airline capacity of 5% in the next six months, puts us in a good position for tourism to contribute more to New Zealand this fiscal year.”

Tourism New Zealand will build on this momentum and continue to encourage bookings, increase share of mind and intention to book amongst people thinking about visiting New Zealand, and will work with the tourism sector to do this.

Tourism New Zealand will use three themes — food and beverage, active escapes and wellness — to connect potential visitors with experiences across the regions and help create urgency to book.

Active escapes will show New Zealand as a great place for outdoor holidays, from walking and cycling to other ways visitors can enjoy our landscapes. Wellness will show New Zealand as a place to slow down, spend time in nature and feel refreshed, with te ao Māori helping shape the story. Food and beverage will highlight New Zealand’s unique food story, including our landscapes, seasons, local produce, culture and the New Zealand MICHELIN Guide.

Visitor spending on dining has increased year-on-year to $2.07 billion, showing strong interest in New Zealand’s food and beverage scene. This aligns with Tourism New Zealand insights showing 84% of potential visitors want to try local cuisine.

The IVS also showed visitor satisfaction remained high, with 91.3% of visitors saying New Zealand met or exceeded their expectations, illustrating that New Zealand and the tourism businesses that deliver experiences for visitors deliver a high quality experience that visitors will return home to recommend.

“New Zealand’s tourism businesses, from hotel brands that deliver a consistent experience around the country to the unique visitor experiences offered by families from Northland to Rakiura Stuart Island are what drives the success of this sector and I thank them for making our job of promoting Aotearoa New Zealand to the world so rewarding.”

Regional growth remains a key part of the opportunity. International visitor spend is up across 27 of 31 regions according to MBIE’s Monthly Regional Tourism Estimates.