Tourism Sector
Tourism has long been one of New Zealand’s most important industries, generating $40.9 billion for the country and playing a vital role in regional economies. It directly and indirectly employs one in nine New Zealanders.
Tourism Sector Insights
How the Tourism Sector works
New Zealand’s tourism industry is made up of a connected network of organisations and businesses that work together showcase the country as a destination and welcome visitors once they arrive.
At the national level, agencies such as Tourism New Zealand lead international promotion, while government departments provide policy direction, research, and data to guide the sector. Councils or regional tourism organisations then take responsibility for highlighting the unique attractions of their areas, coordinating campaigns and supporting local operators.
Councils also play a practical role in providing infrastructure, visitor services, and community engagement, ensuring that tourism benefits residents as well as travellers. Visitor information centres are a key part of many towns and cities, offering trusted advice, maps, and booking services that connect visitors with local experiences.
Tourism businesses and operators themselves, such as accommodation providers, transport companies, attractions, and guides, are the backbone of the industry, promoting their offering and delivering the experiences that shape how travellers engage with Aotearoa.
Alongside these layers, sector organisations such as Tourism Industry Aotearoa, Tourism Export Council of New Zealand (TECNZ), Business Events Industry Aotearoa (BEIA), and Hospitality New Zealand advocate for and profile their respective parts of the industry, while accreditation and standards bodies including Qualmark and WorkSafe provide credibility, quality assurance, regulatory compliance, and professional benchmarks that enable operators to build visitor trust and align with best practice across the sector.
A key role in the tourism distribution system is played by the travel trade - including inbound tour operators, wholesalers, travel agents, and online booking platforms - who help connect New Zealand businesses and experiences with global markets and consumers.
Sustainability is a key focus for the sector, and organisations and platforms such as TIA’s Tourism Sustainability Commitment and Tiaki offer frameworks, guidance, and values that encourage operators to reduce their environmental impact, uphold cultural responsibility, and deliver experiences that care for people and place.
Together, these layers form a system that is both national and local, strategic and frontline, ensuring that visitors can discover experiences across the country while communities share in the benefits.
Tourism Data and Insights
National statistics
For the year ended March 2024, the sector demonstrated strong growth:
- Tourism was New Zealand’s second largest export earner.
- Total tourism expenditure reached $44.4 billion, the highest ever recorded, up 14.6% ($6.7 billion) from the previous year.
- International tourism expenditure rose 59.9% ($6.3 billion) to $16.9 billion, nearly matching the 2019 peak of $17.2 billion.
- Domestic expenditure equated to $27.5 billion
- Overseas visitor arrivals increased 45% to 3.2 million.
- Employment in tourism reached 303,420 people, directly or indirectly, equating to one in nine New Zealanders.
District statistics
In the 12 months to October 2023 visitors spent $40 million across the district. Domestic visitors contributed $30 million of this whilst international visitors contributed $10 million. This was up 23% on the previous year and was also 10% more than 2019 pre-Covid. See more here.
Data and Research Sources
Accurate, up‑to‑date information helps tourism businesses understand visitor trends, plan effectively, and align with national strategies. Several organisations provide trusted data and research:
Tourism Evidence and Insights Centre (TEIC) – MBIE’s interactive portal offering dashboards and reports on tourism performance and visitor behaviour.
- International Visitor Survey (IVS) – This quarterly survey measures visitor expenditure, activities, accommodation use, and travel patterns.
- Tourism Volumes and Flows: Offers detailed insights into visitor arrivals, flows, and expenditure, including monthly estimates of visitor activity across regions and markets.
- Sustainable Tourism Explorer: A collaborative platform developed by MBIE to measure and monitor the sustainability of the tourism ecosystem in Aotearoa New Zealand. It provides interactive dashboards on emissions, visitor flows, and economic performance, helping operators track progress against sustainability goals.
Tourism New Zealand Insights Hub
- Visitor Profiles: Provides market snapshots and infographics on visitor behaviours, trends, and interests from key international markets.
- Consumer Research: Delivers insights into visitor motivations, barriers to travel, and consumer intent to travel as well as special interest reports including off-peak travel and sustainability.
- Tourism Data: Provides dashboards for international visitor arrivals data, the International Visitor Survey (IVS), and accommodation statistics.
Stats NZ – Tourism Statistics: Publishes official statistics on tourism’s contribution to GDP, employment, visitor arrivals and departures, and spending patterns.
Accommodation Data Programme (ADP): Commissioned by MBIE, this provides information on short term accommodation including guest nights and occupancy rates at national, regional, and council levels.
Sustainability
Why Sustainability Matters
Sustainability is increasingly central to tourism worldwide, with visitors seeking experiences that not only deliver enjoyment but also contribute positively to the environment, local communities, and cultural heritage. Communities, too, expect tourism to deliver shared benefits without compromising local wellbeing.
Concepts such as regenerative tourism go beyond minimising harm, aiming to leave destinations better than they were before.
Consumers are actively choosing operators who demonstrate responsible practices, making sustainability not just an ethical responsibility but also a competitive advantage.
By reducing environmental impacts, respecting culture, and aligning with initiatives like Tiaki and the Tourism Sustainability Commitment, tourism businesses can strengthen their reputation, meet market demand, and build resilience for the future.
Sustainability Ideas for Tourism Operators
- Energy efficiency – Reduce power use through LED lighting, efficient appliances, and renewable energy options.
- Waste reduction – Minimise single use plastics, recycle, and compost where possible.
- Water conservation – Install low flow fixtures and encourage mindful water use among visitors.
- Transport choices – Promote low emission travel options, such as cycling, walking, or shared shuttles.
- Local sourcing – Support regional suppliers and use locally produced food, goods, and services.
- Cultural respect – Embed the Tiaki values in to your business and encourage travellers to honour Māori heritage and local communities with openness and respect.
- Community benefit – Partner with local groups, employ locally, and ensure tourism supports community wellbeing.
- Visitor education – Share sustainability messages with guests, encouraging responsible behaviour and care for nature.
- Monitoring impact – Track emissions, resource use, and visitor feedback to continually improve practices.
Guides and Resources
There is a wide range of information, guides and tools out there for tourism operators, no matter where they are on their sustainability journey. A couple of great sources of information are:
National Industry Programmes and Support
By adopting national programmes such as the Tourism Sustainability Commitment or the Tiaki Promise, operators align with hundreds of organisations across New Zealand collectively reinforcing sustainable tourism practices. Modern travellers increasingly seek businesses that demonstrate care for the environment and community, and these programmes provide a nationally recognised way to show this commitment.
The Tiaki Promise is a shared kaupapa (platform) created by seven public and private sector organisations, including Tourism New Zealand, Air New Zealand, the Department of Conservation, and New Zealand Māori Tourism. “Tiaki” means to care for people and place. It invites both visitors and the industry to act as guardians of Aotearoa, protecting and preserving the land, culture, and communities for future generations.
Tourism operators can actively use the Tiaki Promise in their businesses by embedding its values into visitor communications, staff training, and marketing. Tiaki provides a free industry toolkit with posters, social media assets, and messaging guidance, enabling operators to show alignment with national values and encourage responsible visitor behaviour.
Tourism Sustainability Commitment (TSC)
The New Zealand Tourism Sustainability Commitment aims to see every tourism business committed to sustainability by 2025. Developed by Tourism Industry Aotearoa (TIA), the framework incorporates 12 commitments across four elements of tourism sustainability: economic, visitor, community, and environment.
Any New Zealand tourism business or organisation can sign up to the Commitment. For TIA members, participation is included as part of membership, and organisations outside tourism can also join as endorsers.
Measure your Carbon Footprint
Measuring and tracking the carbon footprint of your business is a great way to understand the impact that you are having and where the biggest opportunities to improve lie and there are a number of free and paid options available For more information click here.
Certification
Certification from respected organisations can be a great way to validate your sustainability efforts. Often working through a certification process also provides a helpful step-by-step roadmap or framework for planning and implementing changes. Check out the Sustainable Business Network’s list of options out there.
Sector Organisations
National Organisations
Tourism New Zealand
The organisation responsible for marketing New Zealand internationally as a visitor destination, Tourism New Zealand promotes the country’s unique experiences and provides insights, data, and marketing opportunities to support tourism operators.
www.tourismnewzealand.com
Tourism Industry Aotearoa (TIA)
The independent association representing all sectors of New Zealand’s tourism industry, TIA advocates for the sector, provides resources and tools, and leads sustainable growth initiatives such as the Tourism Sustainability Commitment.
www.tia.org.nz
Tourism Export Council of New Zealand (TECNZ)
TECNZ represents inbound tourism operators and suppliers, supporting sustainable growth in export earnings and offering networking, advocacy, and trade events.
www.tecnz.org.nz
YoungTEC
A subsidiary of TECNZ, YoungTEC develops future tourism leaders by providing networking, mentoring, and professional development opportunities for young professionals in the industry.
www.tecnz.org.nz/YoungTEC
Hospitality New Zealand (HNZ)
The industry body representing hospitality and accommodation businesses, Hospitality NZ provides advocacy, training, and resources to support hotels, motels, restaurants, bars, and other venues across the country.
www.hospitality.org.nz
Business Events Industry Aotearoa (BEIA)
BEIA is the membership organisation representing New Zealand’s business events sector, including conferences, conventions, exhibitions, and incentive travel. It advocates for the industry, provides professional development, and promotes New Zealand as a world‑class destination for business events.
www.beia.co.nz
New Zealand Māori Tourism (NZMT)
NZMT supports Māori tourism enterprises across Aotearoa, showcasing authentic cultural experiences and strengthening commercial and cultural leadership within the sector.
www.maoritourism.co.nz
Qualmark
New Zealand’s official quality assurance programme, Qualmark independently evaluates tourism businesses against sustainability and quality criteria, offering accreditation that signals trust and excellence to visitors.
www.qualmark.co.nz
ServiceIQ
The Industry Training Organisation for service industries, ServiceIQ provides workplace training and qualifications in tourism, hospitality, retail, aviation, and travel, helping businesses grow skilled talent.
www.serviceiq.org.nz/training/tourism
Department of Conservation (DOC)
DOC manages New Zealand’s natural and historic heritage, including national parks, Great Walks, marine reserves, and concessions for tourism operators, ensuring conservation and visitor access.
www.doc.govt.nz
Ministry of Business, Innovation and Employment (MBIE)
MBIE advises government on tourism policy, growth, and productivity, and publishes tourism data, forecasts, and research to guide industry decision‑making.
www.mbie.govt.nz
WorkSafe
New Zealand’s workplace health and safety regulator, WorkSafe oversees compliance for adventure activity operators under the Adventure Activities Regulations, ensuring safe practices across tourism and recreation.
www.worksafe.govt.nz
Local and Regional Organisations
Ōtorohanga District Council
We are the local territorial authority, providing leadership and services that support community wellbeing and long term district development. We support tourism through infrastructure, visitor services, and economic development, working with tourism businesses to enable sustainable growth that benefits residents and aligns with district priorities.
Elevate Ōtorohanga
Elevate is the trading name of the Ōtorohanga District Development Board, a business membership organisation and economic development agent focused on building a thriving business community. It supports local enterprises through district promotion, business support, networking, events, and initiatives that encourage sustainable economic growth.
Creative Waikato
Creative Waikato is the regional arts organisation building capability and supporting diverse creative activity across the Waikato. It works with communities to strengthen cultural expression and integrate creativity into experiences that help shape the region’s identity.
Screen Waikato
Screen Waikato promotes the region as a film and screen production destination, connecting producers with local locations and services. It supports communities and businesses to benefit from screen activity and showcases Waikato’s landscapes and talent internationally.
Industry Associations
Adventure Tourism Operators Associations - Adventure activity operators often engage through collective associations (such as rafting, caving, and guiding)
Bed & Breakfast Association - www.bandbassociation.co.nz
Board of Airline Representatives - www.barnz.org.nz
Bus and Coach Association - www.busandcoach.co.nz
Business Events Industry Aotearoa - www.beia.co.nz
Event and Conference Venues Association of New Zealand (EVANZ) - www.evanz.co.nz
New Zealand Cruise Association - www.newzealandcruiseassociation.com
Holiday Parks Association of New Zealand - www.holidayparks.co.nz
Hospitality Association New Zealand - www.hospitality.org.nz
International LGBTQ+ Travel Association (IGLTA) - www.iglta.org
Luxury Lodges of New Zealand - www.luxurylodgesofnz.co.nz
Making Trax Foundation - Accessible and inclusive tourism - www.makingtrax.co.nz
New Zealand Backpacker, Youth and Adventure Tourism Association (BYATA) - www.byata.org.nz
New Zealand Motor Caravan Association - www.nzmca.org.nz
New Zealand Mountain Guides Association - www.nzmga.org.nz
NZ Rivers - Association of Professional River Guides - www.nzrivers.co.nz
Professional Fishing Guides Association - www.fishingguides.co.nz
Professional Hunting Guides Association - www.nzphga.com
Rental Vehicle Association - www.rentalvehicle.co.nz
Restaurant Association of New Zealand - www.restaurantnz.co.nz
Travel Agents Association of New Zealand - www.taanz.org.nz
