Tourism in New Zealand comprised an important sector of thenational economy – tourism directly contributedNZ$16.2 billion (or 5.8%) of the country'sGDP 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 byinternational 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 asMilford Sound,Abel Tasman National Park and theTongariro Alpine Crossing; while activities such asbungee jumping orwhale 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 throughAuckland 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 inAuckland,Christchurch,Queenstown,Rotorua, andWellington.[7] Other high-profile destinations include theBay of Islands, theWaitomo 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]
The country is internationally seen as a top holiday destination, as shown by being voted most favourite destination by the readers of theCondé Nast Traveler magazine (specialising in luxury travel) in 2008, though it slipped to second place in 2009.[11] A 2007Daily 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 byTourism New Zealand) and 2007 the number of Britons visiting New Zealand increased by 61%.[12] In November 2012 readers of the UK newspaperThe 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 toBuenos 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 forGoogle 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 ofCOVID-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-19Deltacron 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]
Public concern over theenvironmental 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'scarbon-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]
.jpg)
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 toAuckland-Wellington,Picton-Christchurch andChristchurch-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 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 fromCOVID-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]
Popular tourist activities in New Zealand include sightseeing,adventure tourism,tramping (hiking) andcamping. To support active travel, New Zealand has numerous walking and hiking paths (often created and maintained by theDOC), some of which, like theMilford Track, have huge international recognition. There is also a walking route the length of the country (Te Araroa) and theNew Zealand Cycle Trail.
 |
The top countries for international visitor arrivals to New Zealand in terms of their nationality are as follows.[34]
| Country | 2020 | 2021 | 2022 | 2023 | 2024 |
|---|---|---|---|---|---|
 Australia | 359,781 | 160,248 | 829,168 | 1,257,933 | 1,385,323 |
 United States | 124,818 | 5,153 | 110,275 | 337,306 | 369,635 |
 Mainland China | 58,508 | 1,644 | 16,997 | 151,297 | 248,478 |
 United Kingdom | 94,255 | 6,034 | 87,959 | 167,002 | 179,856 |
 India | 18,179 | 1,622 | 20,282 | 84,399 | 82,878 |
 South Korea | 26,326 | 476 | 14,201 | 58,237 | 70,036 |
 Germany | 36,671 | 750 | 23,376 | 59,872 | 69,239 |
 Japan | 25,784 | 561 | 12,732 | 51,976 | 68,260 |
 Canada | 30,791 | 1,030 | 24,217 | 57,963 | 63,447 |
 Singapore | 9,373 | 1,249 | 33,919 | 47,388 | 56,409 |
 Taiwan | 13,260 | 242 | 5,429 | 33,359 | 47,075 |
 Fiji | 7,710 | 658 | 16,601 | 39,980 | 42,535 |
 Hong Kong | 13,125 | 817 | 9,365 | 25,832 | 33,517 |
 Philippines | 5,398 | 1,264 | 8,334 | 31,162 | 31,623 |
 Malaysia | 5,491 | 298 | 11,684 | 28,861 | 29,340 |
| Other countries | 166,900 | 24,816 | 209,293 | 524,376 | 536,151 |
| Total | 996,350 | 206,862 | 1,433,832 | 2,956,940 | 3,313,802 |
Australia accounted for 41.8 per cent of New Zealand visitor arrivals in 2024. Broken down by state,New South Wales accounted for 451,767 visitors, followed byQueensland with 373,187 visitors, andVictoria with 318,491 visitors.[34]
Of the top 14 nationalities, all except India, China, Philippines and Fiji are entitled to visa waivers,[35] while all except the United Kingdom, India, Germany, and the Philippines have non-stop flights to New Zealand.
Applying to the majority of travellers, the tax would exclude infants under two years' old, Australian citizens, permanent residents, people from thePacific Islands Forum countries and individuals on certain visas.
[...] Australian citizens and permanent residents, people from Pacific Islands Forum countries and children under two will be exempt.
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. [...]'
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.
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.
