Tourism New Zealand has launched a series of artificial intelligence workshops to help tourism operators improve digital visibility, strengthen destination discovery and increase booking opportunities.
The workshops were held in Auckland, Rotorua, Queenstown and Christchurch, with an additional online session for businesses unable to attend in person. They focused on how AI is changing the way travelers search for destinations, build itineraries and select tourism products.
The initiative forms part of Tourism New Zealand’s wider effort to ensure the country remains visible, relevant and bookable as digital travel planning evolves.
AI Becomes a Mainstream Travel Tool
Tourism New Zealand’s Active Considerer research shows that artificial intelligence is becoming an important part of international travel planning.
The research found that 62 percent of audiences across key overseas markets are likely to use AI tools when planning their next trip. It also showed that 53 percent expect to increase their use of AI for future travel decisions.
Travelers are using AI for destination inspiration, itinerary creation, budget planning, accommodation searches and transport decisions. They are also asking digital platforms to recommend attractions, restaurants and experiences suited to specific interests.
This change means tourism businesses must think beyond traditional websites, social media and online travel agencies. They must also ensure that AI platforms can easily find, understand and recommend their products.
Clear Information Improves Digital Visibility
Tourism New Zealand encouraged operators to review how their businesses appear when travelers use AI-powered search tools.
An activity provider could ask for the best family experiences in Rotorua. A hotel could test searches for accommodation in Auckland during a short city break. A Queenstown operator could explore recommendations for accessible or adventure-focused experiences.
These searches can show whether a business appears in relevant results and whether the available information is accurate.
Operators were advised to maintain consistent details across their websites, newzealand.com listings, regional tourism organisation platforms, Google Business Profiles and online travel agencies.
Business names, locations, contact details, booking information and experience categories should match across every channel. Inconsistent information can reduce traveler confidence and make it harder for AI tools to identify the right product.
Specific Content Supports Booking Success
The workshops highlighted the importance of clear and detailed online content.
Tourism operators should explain exactly what they offer, where the experience takes place and which travelers it is designed for. They should also include information about duration, seasonal availability, age requirements and physical suitability.
Specific descriptions are more useful than general marketing language.
For example, describing a product as a two-hour guided food tour with hotel pickup provides more useful information than calling it a memorable local experience.
Clear descriptions help travelers compare options. They also give AI systems stronger information when matching businesses with visitor requests.
Booking pathways should also be easy to find. Once a traveler discovers an experience, they should be able to check availability or make a reservation without unnecessary steps.
FAQs Build Traveler Confidence
Tourism New Zealand also encouraged businesses to add practical frequently asked questions to their websites.
These sections can address seasonal availability, accessibility, safety requirements, cancellation terms and travel preparation. They can also explain whether an experience is suitable for families, older travelers or visitors with mobility needs.
Clear answers can reduce uncertainty, particularly for international visitors planning complex journeys.
Operators were also advised to explain trust signals in written content rather than relying only on visual logos.
Businesses can describe their Qualmark certification, safety procedures, sustainability initiatives, awards, cultural partnerships and local expertise. Written explanations help travelers understand why these credentials matter.
They also give AI platforms more context when evaluating the reliability and relevance of a tourism product.
Workshops Support Tourism Competitiveness
Tourism New Zealand General Manager New Zealand and Business Events Bjoern Spreitzer said AI is already influencing how travelers discover destinations and decide where to visit.
The workshops were designed to provide practical actions that operators can apply immediately. The focus was not limited to future technology trends.
Improved digital visibility can help tourism businesses reach travelers earlier in the planning process. It can also support regional tourism by connecting visitors with accommodation, attractions and activities outside major gateways.
When smaller operators become easier to discover, travelers may explore more destinations, extend their stays and spend more within local communities.
That can benefit hotels, restaurants, transport providers, guides and visitor attractions throughout New Zealand.
AI Guidebook Extends Industry Support
Tourism New Zealand has also developed a practical AI guidebook for tourism operators.
The resource outlines steps businesses can take to strengthen their online presence and improve visibility across AI-assisted travel platforms.
The guide focuses on accurate business information, clearer website content and easier booking access. It also encourages operators to review outdated details and ensure that all major digital listings remain consistent.
Tourism New Zealand will continue supporting industry learning through an online AI collective forum planned for mid-September.
The workshops were supported by Data Story, Air New Zealand and Maverick Tourism, which shared practical knowledge with participating operators.
Smarter Discovery Can Drive Growth
Artificial intelligence is reshaping the journey from travel inspiration to booking.
For New Zealand tourism businesses, success will increasingly depend on offering excellent visitor experiences while also making those experiences easy to discover online.
Tourism New Zealand’s workshops give operators practical tools to respond to this change.
By improving content clarity, trust information and booking access, businesses can strengthen their digital presence and attract more international travelers.
This approach can help New Zealand remain competitive while supporting regional visitor spending, longer stays and sustainable tourism growth.
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