Travel and tourism in New Zealand - statistics & facts
Unlike its iconic, flightless Kiwi bird, thousands of international visitors descend onto New Zealand’s airports each year to explore the island nation’s stunning coastlines, picturesque mountains ranges, and unique wildlife. Despite being a desirable destination, the country’s tourism authority, Tourism New Zealand (TNZ), aspires to attract more visitors outside the high season to establish it as an all-year-round travel hotspot.
However, from October 2024, the International Visitor Conservation and Tourism Levy (IVL) will increase the international tourist tax from 35 to 100 New Zealand dollars to mitigate overtourism and boost conservation. This change has been met with concern by some organizations, including Tourism Industry Aotearoa (TIA), who believe the levy could deter visitors with tighter budgets and, in turn, affect arrival numbers.
To preserve the environment, New Zealanders would like more measures in place to mitigate tourism impacts, including efforts to educate visitors and locals, contributions from tourism operators such as TNZ to environmental initiatives, and limitations on visitors on protected land.
Striking a balance: industry growth versus overtourism prevention
TNZ is committed to fostering industry growth in line with safeguarding the environment and local communities from negative tourism impacts. Ensuring stable visitor flows throughout the year to mitigate overcrowding and congestion during the summer, and facilitating steady income for New Zealand’s tourism-related businesses, are among its key objectives. Through this strategy, TNZ endeavors to boost international tourism by five billion New Zealand dollars between 2024 and 2028.However, from October 2024, the International Visitor Conservation and Tourism Levy (IVL) will increase the international tourist tax from 35 to 100 New Zealand dollars to mitigate overtourism and boost conservation. This change has been met with concern by some organizations, including Tourism Industry Aotearoa (TIA), who believe the levy could deter visitors with tighter budgets and, in turn, affect arrival numbers.
New Zealand's international visitor economy has rebounded
New Zealand’s international arrivals hit an all-time low of 186 thousand in 2021. Since then, overseas visitor numbers have rebounded, witnessing an annual growth of over 700 and 25 percent in 2023 and 2024, respectively. Visitors from New Zealand’s neighbor Australia, alongside tourists from the United States, comprise the largest international arrival groups. Auckland, the urban heart of the country’s tourism sector, recorded the highest share of international overnight stays by district.What attracts international visitors to New Zealand?
Taking a holiday was the most prevalent reason for entering the country in 2024, with over 1.5 million international vacationers recorded. New Zealand’s landscapes and scenery were the leading factors drawing in international tourists, according to a 2024 survey, with The Hobbit and Lord of the Rings movies a key incentive for just over one in 10 participants. Among the top activities undertaken by international visitors, hiking, swimming, and surfing were the most beloved, as well as boating activities.Tourism’s carbon footprint is causing concern
Almost nine in 10 New Zealanders see tourism as good for the country, with many holding a positive view of the economic and societal benefits, from creating job opportunities to enabling the improvement and development of facilities and infrastructure. Nonetheless, tourism's environmental impact is causing concern among several locals due to increased pollution levels, pressure on natural resources, and disruption to New Zealand’s natural environment and wildlife.To preserve the environment, New Zealanders would like more measures in place to mitigate tourism impacts, including efforts to educate visitors and locals, contributions from tourism operators such as TNZ to environmental initiatives, and limitations on visitors on protected land.
