New Zealand’s tourism industry has entered a new era of recovery and growth, with international visitors spending a record-breaking NZD 12.1 billion in the year ending June 2025. This milestone marks a 4.3% increase from the previous year, signaling the resilience of the sector after the challenges brought by the global pandemic.
From sweeping landscapes to vibrant cities, travelers are rediscovering what makes New Zealand one of the most sought-after destinations in the world. As international arrivals climb steadily and spending soars, the tourism sector is once again a cornerstone of the country’s economy, supporting jobs, communities, and local businesses.
Holidaymakers Lead the Spending Wave
According to the Ministry of Business, Innovation, and Employment (MBIE), much of the increased expenditure came from leisure travelers. Holidaymakers alone contributed NZD 7.6 billion, highlighting the enduring appeal of New Zealand’s natural beauty and diverse attractions. Visitors are investing more in accommodation, food, adventure activities, and cultural experiences, reflecting a shift toward immersive and high-quality travel.
This trend suggests that travelers are not only returning in greater numbers but are also spending more to create memorable experiences. It is a promising sign for regional operators, boutique accommodations, and adventure providers who rely heavily on international tourism.
Australians and Americans Drive Growth
Australia continues to be New Zealand’s largest tourism market, and recent data shows a surge in Australian visitor spending. Daily expenditure rose by 17% to reach NZD 273 per person, underscoring the appeal of quick getaways across the Tasman Sea. With affordable flights and strong cultural ties, Australians are increasingly seeking short, activity-packed holidays.
Meanwhile, American tourists are setting the pace in daily spending, averaging NZD 338 per person. This group is drawn to New Zealand’s reputation for adventure tourism, including skiing, hiking, and exploring its rugged landscapes. The United States represents a valuable market segment, not just in terms of numbers but also in high-value tourism that supports luxury lodges, guided tours, and long-haul experiences.
Outdoor Adventures Dominate Tourist Activities
New Zealand’s identity as an outdoor paradise remains its strongest attraction. Recent surveys show that 71% of visitors engaged in outdoor activities such as hiking, trekking, or walking during their stay.
From the alpine peaks of Fiordland National Park to the volcanic landscapes of the Tongariro Alpine Crossing, the country’s trails and parks continue to rank among the most iconic in the world. Tourists are also flocking to its beaches and lakes, enjoying everything from kayaking to wildlife encounters.
The emphasis on nature-based experiences highlights the country’s enduring appeal as a place where visitors can connect deeply with the environment.
Cultural and Urban Attractions on the Rise
While nature is the primary draw, New Zealand’s cultural and artistic offerings are seeing renewed interest. International visitors are exploring museums, galleries, and performing arts venues, with a growing curiosity about Māori heritage.
Cities like Auckland, Wellington, and Christchurch are benefiting from this trend, with vibrant culinary scenes, festivals, and cultural events that complement the country’s natural attractions. This mix of culture and landscape ensures that visitors experience both modern urban life and timeless traditions.
Visitor Numbers Approach Pre-Pandemic Levels
Over the past year, New Zealand welcomed 3.38 million international visitors, bringing arrivals to 87% of pre-pandemic levels. While the total is still below the record numbers of 2019, the financial impact is already surpassing earlier benchmarks.
Spending has climbed to 106% of pre-pandemic levels, though when adjusted for inflation, it stands at 86%. These figures reflect not just recovery but also growth in the value of tourism, as visitors invest more in premium experiences and extended stays.
Tourism’s Economic and Social Impact
Tourism is New Zealand’s second-largest export earner, second only to dairy. The sector is vital to regional economies, particularly towns and smaller communities that rely heavily on seasonal visitors.
Coastal areas such as Orewa, where day-trippers and holidaymakers contribute to local cafes, motels, and shops, illustrate the ripple effect of tourism on everyday life. Beyond major attractions, countless small businesses, from family-run lodges to adventure guides, thrive because of the steady flow of visitors.
For these communities, tourism is not only about revenue—it represents jobs, cultural exchange, and community development.
Emphasis on Sustainable Tourism
As visitor numbers grow, there is a heightened focus on sustainability. New Zealand recognizes the importance of protecting the natural and cultural treasures that draw tourists in the first place. Initiatives promoting eco-friendly tourism, conservation efforts, and responsible travel practices are becoming central to the industry.
National parks, wildlife sanctuaries, and marine reserves are benefiting from increased funding and conservation programs, ensuring that New Zealand’s pristine beauty endures for generations to come.
A Bright Future for New Zealand Tourism
With record visitor spending and growing international interest, New Zealand is firmly back on the global tourism map. Its unique combination of outdoor adventures, cultural richness, and warm hospitality makes it a destination of choice for travelers from across the world.
The industry’s resilience and ability to adapt after the pandemic reflect its strength and importance. As the country continues to welcome more visitors, the focus remains on delivering exceptional experiences while balancing growth with sustainability.
For travelers seeking breathtaking landscapes, vibrant culture, and unforgettable adventures, New Zealand tourism offers it all. And with international visitors spending more than ever, the future of the sector looks brighter than ever before.
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