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Milford Sound, one of New Zealand's most popular tourist destinations.^[1]

Bungee jumping has become a popular activity in the resort town of Queenstown.

Tourism in New Zealand comprised an important sector of the national economy – tourism directly contributed NZ$16.2 billion (or 5.8%) of the country's GDP in the year ended March 2019.^[2] As of 2016^[update] tourism supported 188,000 full-time-equivalent jobs (nearly 7.5% of New Zealand's workforce). The flow-on effects of tourism indirectly contributed a further 4.3% of GDP (or NZ$9.8 billion). Despite the country's geographical isolation, spending by international tourists accounted for 17.1% of New Zealand's export earnings (nearly NZ$12 billion). International and domestic tourism contributed, in total, NZ$34 billion to New Zealand's economy every year as of 2017^[update].^[3]

New Zealand markets itself abroad as a "clean, green" adventure-playground (Tourism New Zealand's main marketing slogan, "100% Pure New Zealand", reflects this), emphasising as typical tourist destinations nature areas such as Milford Sound, Abel Tasman National Park and the Tongariro Alpine Crossing; while activities such as bungee jumping or whale watching exemplify typical tourist attractions, marketed primarily to individual and small-group travellers. Australia provides by far the largest group of New Zealand's international tourists (about 45%), due to its close proximity (three to four hours by plane) and traditional good relations. Mainland China, the United States and the United Kingdom are the next three largest markets.

The vast majority of international tourist arrivals to New Zealand come through Auckland Airport, which handled 11.5 million international passengers in 2019^[update].^[5] Two per cent of visitors arrived by sea as of 2009^[update].^[6] Many international tourists spend time in Auckland, Christchurch, Queenstown, Rotorua, and Wellington.^[7] Other high-profile destinations include the Bay of Islands, the Waitomo Caves, Aoraki / Mount Cook, and Milford Sound. Many tourists travel considerable distances through the country during their stays, typically using coach lines or hired cars. Though some destinations have seasonal specialities (for winter sports, for example), New Zealand's southern-hemisphere location offers attractions for off-peak northern-hemisphere tourists chasing or avoiding certain seasons. In June 2018 the New Zealand government announced the imposition of a "tourist tax" of around NZ$25 to NZ$35 for international visitors, excluding Australians, many Pacific islanders, and young children. It planned to implement this taxation in 2019 through a newly proposed electronic travel-registration process.^[8]^[9]

International travel

Overview

The country is internationally seen as a top holiday destination, as shown by being voted most favourite destination by the readers of the Condé Nast Traveler magazine (specialising in luxury travel) in 2008, though it slipped to second place in 2009.^[11] A 2007 Daily Telegraph poll, the United Kingdom's largest such poll, also identified New Zealand as the best overseas holiday destination. Between 2000 (the start of an advertising campaign by Tourism New Zealand) and 2007 the number of Britons visiting New Zealand increased by 61%.^[12] In November 2012 readers of the UK newspaper The Telegraph voted New Zealand the best country in the world to go to on holiday.^[13]

The availability of air travel is a large contributing factor to market growth. After Air New Zealand launched non-stop flights from Auckland to Buenos Aires in December 2015, visitor numbers from Argentina tripled, from 5,400 in 2015 to 15,300 in 2016.^[14]

Tourism New Zealand, the country's official tourism agency, actively promotes the country as a destination worldwide. Activities have included a NZ$7 million campaign in China, concentrating on Shanghai,^[15] and co-operating to produce a New Zealand tourism layer for Google Earth, the first such country-wide initiative.^[16]

Visitors from 60 countries require a New Zealand eTA (NZ eTA) from 1 October 2019.^[17]^[18]

From March 2020, New Zealand government implemented strict quarantine provisions to prevent the spread of COVID-19 pandemic across the nationwide, and the numbers of incoming international visitors dropped dramatically. The tourism sector responded with a strategy of hunker and hope.^[19] A brief reopening of borders with Australia ("Travel bubble") from April 2021 encountered official "pauses" and "suspension" (July 2021) as COVID-19 Delta cron hybrid variant took hold in different Australian states.^[20] In September 2024, New Zealand announced to increase its International Visitor Conservation and Tourism Levy from NZ$35 to NZ$100 starting on 1 October 2024, to boost economic growth and ensure tourists contribute to public services. While the government believed this wouldn't significantly deter visitors, Tourism Industry Aotearoa (TIA) warned that the higher fee might discourage tourism, especially as the country struggled to recover to pre-pandemic visitor numbers. The tax hike was not applied to tourists from Australia and the Pacific, and additional visa fees would also rise.^[21]

Environmental impacts

Public concern over the environmental impacts of air travel may threaten tourism growth in New Zealand, as almost all tourists fly long distances to reach New Zealand. However, Ministry of Tourism data in 2007 predicted a four per cent annual growth in tourist numbers in New Zealand, with 3.2 million tourists annually to be reached in 2014.^[22] However, it remains unclear how New Zealand's carbon-neutral policy will affect future tourism – with some researchers arguing that the carbon emissions of tourism are much higher than generally considered, that their offsetting or mitigation will be very difficult, and that this poses a serious threat to the country's major source of foreign income.^[23]

Domestic travel

Periodic campaigns are also directed at New Zealanders, urging them to travel within New Zealand instead of overseas, due to a perception by the tourism industry that too many New Zealanders are travelling to Australia or other countries instead of domestically.^[24] Perhaps the best-known slogan is "Don't leave town until you've seen the country".^[25]

Air travel is a popular way of getting around the country due to the lack of transport alternatives over longer distances (for example, going from Auckland to Napier, a 400 km journey takes an hour by plane^[26] compared to nearly five hours by car^[27] or seven hours by bus.^[28]

Passenger trains are limited to Auckland-Wellington, Picton-Christchurch and Christchurch-Greymouth, scenic daytrip journeys which often cost more than an airfare. Outside of trunk routes connecting main cities (Auckland, Wellington, Christchurch, Dunedin, Queenstown), airfares can, due to a lack of competition, cost nearly as much as trips to Australia.^[29]

Domestic tourism contributed NZ$14 billion to New Zealand's economy (as of the year ended March 2013). 31 million day trips and 16.6 million overnight trips were made in the year ended December 2012, a decline of 4% and 6% respectively. However, total spending stayed static, with a 2% decline in day trip spending (now at $3.7 billion) offset by a 1% increase in overnight spending (currently NZ$6.2 billion).^{[citation needed]}

Domestic tourism spending still exceeds that of international tourism; in the year to March 2020, domestic tourists spent $24.4 billion compared to $17.5 billion spent by international tourists.^[30] However, the economy suffered from COVID-19 pandemic, when the borders were closed to the international tourists and other visitors from 2020 to 2022, and the tourism sector is expected to take years to recover.^[31]

Tourist activities

Queenstown is known for its commerce-oriented tourism, especially adventure and ski tourism.

Popular tourist activities in New Zealand include sightseeing, adventure tourism, tramping (hiking) and camping. To support active travel, New Zealand has numerous walking and hiking paths (often created and maintained by the DOC), some of which, like the Milford Track, have huge international recognition. There is also a walking route the length of the country (Te Araroa) and the New Zealand Cycle Trail.

Statistics

International markets

The top countries for international visitor arrivals to New Zealand in terms of their nationality are as follows.^[32]

Country	2019	2020	2021	2022	2023
Australia	1,537,988	359,781	160,248	829,168	1,257,933
United States of America	367,958	124,818	5,153	110,275	337,306
United Kingdom	231,712	94,255	6,034	87,959	167,002
China, People's Republic of	407,141	58,508	1,644	16,997	151,297
India	66,775	18,179	1,622	20,282	84,399
Germany	98,050	36,671	750	23,376	59,872
Korea, Republic of	88,481	26,326	476	14,201	58,237
Canada	73,037	30,791	1,030	24,217	57,963
Japan	97,682	25,784	561	12,732	51,976
Singapore	64,574	9,373	1,249	33,919	47,388
Fiji	33,630	7,710	658	16,601	39,980
Taiwan	53,453	13,260	242	5,429	33,359
Philippines	27,505	5,398	1,264	8,334	31,162
Malaysia	41,779	5,491	298	11,684	28,861
Hong Kong SAR	53,720	13,125	817	9,365	25,832
Other countries	644,988	166,900	24,816	209,293	524,376
Total	3,888,473	996,350	206,862	1,433,832	2,956,940

Australia accounted for 42.5 per cent of New Zealand visitor arrivals in 2023. Broken down by state, New South Wales accounted for 396,789 visitors, followed by Queensland with 318,803 visitors, and Victoria with 282,303 visitors.^[32]

Of the top 14 nationalities, all except India, China, and Fiji are entitled to visa waivers,^[33] while all except the United Kingdom, India, Germany, and the Philippines have non-stop flights to New Zealand.

References

^ "NZ tops Travellers' Choice Awards". Stuff Travel. May 2008. Retrieved 30 April 2010.
^ "About the tourism industry". www.tourismnewzealand.com. Retrieved 24 May 2020.
^ "About the industry". November 2017. Retrieved 26 November 2017.
^ Sky Tower Official page - Retrieved 2009-07-04
^ "Delivering for the future – Annual Report 2019" (PDF). Aucklandairport.co.nz. Auckland Airport. 2019. Retrieved 27 May 2022.
^ "International visitors: total" (PDF). Ministry of Tourism. June 2009. Retrieved 7 June 2015.
^ "Number of International Visitors who Stayed Overnight in Key NZ Places". Ministry of Economic Development. Archived from the original on 23 August 2011. Retrieved 15 May 2011.
^ "New Zealand to launch £18 'tourist tax' for visitors entering the country". The Independent. Retrieved 26 June 2018. Applying to the majority of travellers, the tax would exclude infants under two years' old, Australian citizens, permanent residents, people from the Pacific Islands Forum countries and individuals on certain visas.
^ "New Zealand to tax tourists to visit – but Australians will get in free". the Guardian. Australian Associated Press. 14 June 2018. Retrieved 26 June 2018. [...] Australian citizens and permanent residents, people from Pacific Islands Forum countries and children under two will be exempt.
^ Pinchefsky, Carol (14 December 2012). "The Impact (Economic and Otherwise) of Lord of the Rings/The Hobbit on New Zealand". Forbes. Retrieved 8 January 2018. Lord of the Rings may have contributed to the economy of New Zealand…but then again, as Anderson said, 'I'm sure Lord of the Rings played a huge part in that, but it wasn't the only factor. [...]'
^ Harvey, Eveline (4 September 2009). "Travellers name NZ second-best destination". The New Zealand Herald. Retrieved 23 November 2011.
^ "UK readers vote NZ best holiday destination". The New Zealand Herald. 1 December 2007. Retrieved 23 November 2011.
^ "NZ tops UK holiday poll". 3 News. 16 November 2012.
^ "Argentina". New Zealand Ministry of Foreign Affairs and Trade. Retrieved 3 March 2020.
^ Hembry, Owen (10 May 2007). "$7m more to sell NZ to China". The New Zealand Herald. Retrieved 23 November 2011.
^ Hembry, Owen (12 April 2007). "NZ's 100% Pure and Google Earth in world first". The New Zealand Herald. Retrieved 23 November 2011.
^ "Information about : NZeTA | Immigration New Zealand". www.immigration.govt.nz. Retrieved 21 July 2019.
^ "eTA New Zealand | Official New Zealand Electronic Travel Authority (NZ eTA)". eTA New Zealand. Retrieved 21 July 2019.
^ Tourism Industry Aotearoa (5 May 2020). "Alarming Impact Of COVID-19 On Tourism Industry Revealed". Business. Scoop. Retrieved 28 July 2021. Tourism Industry Aotearoa [...] conducted [a] survey of its 1600 members to provide a comprehensive assessment of how tourism businesses are navigating the crisis. [...] 78% of respondents are taking major steps to adapt their businesses to the changed operating environment, including one third of businesses (33%) indicating they are going into hibernation for the foreseeable future. 40% are sharply reducing business size and capacity, and 21% are scrambling for capital in order to survive.
^ Frost, Natasha (23 July 2021). "The bubble bursts: New Zealand suspends quarantine-free travel from Australia". The New York Times. Retrieved 28 July 2021. New Zealand Prime Minister Jacinda Ardern ordered a pause on quarantine-free travel from Australia for at least 8 weeks, citing COVID-19 infection surges that have left more than half of Australia under lockdown.
^ Crew, Jemma (3 September 2024). "New Zealand hikes tourist tax prompting warning". BBC News. Retrieved 3 September 2024.
^ Hembry, Owen (3 September 2007). "NZ tourism strikes long-haul snag". The New Zealand Herald. Retrieved 23 November 2011.
^ "Carbon policy spells end of tourism bonanza". National Business Review. 4 January 2008. Archived from the original on 23 May 2017. Retrieved 23 November 2011.
^ South, Gill (16 September 2007). "Stay in NZ, urges tourism industry". The New Zealand Herald. Retrieved 23 November 2011.
^ "NZ Tourism – Don't Leave Town Till You've Seen the Country". ngataonga.org.nz. Retrieved 2 September 2022.
^ "Air New Zealand Timetable". Archived from the original on 10 May 2013. Retrieved 7 January 2014.
^ "Google Maps".
^ "InterCity® // Bus Tickets From $1 // NZ's National Network".
^ "Sky high fares". The New Zealand Herald.
^ "Tourism satellite account: Year ended March 2020 | Stats NZ". www.stats.govt.nz. Retrieved 15 January 2021.
^ "New Zealand Tourism to Take Years to Recover From Covid Shutdown". Bloomberg.com. 20 April 2022. Retrieved 27 May 2022.
^ ^a ^b "International travel: December 2022 | Stats NZ". www.stats.govt.nz. Retrieved 15 February 2023.
^ "Visa waiver countries and territories". Immigration New Zealand. Retrieved 15 February 2023.