With international visitor numbers soaring to over 3.6 million in 2023, a dramatic 120% surge from the year before, New Zealand's tourism heartbeat is pounding stronger than ever.
Key Takeaways
- New Zealand recorded 3,888,000 international visitors in the year ended December 2019, the highest on record before COVID-19.
- In 2023, international visitor arrivals to New Zealand reached 3,643,000, a 120.5% increase from 2022.
- Australia was the largest source market with 1,316,000 visitors to New Zealand in the year to December 2023.
- Domestic tourism in New Zealand generated 39.4 million trips in YE March 2023.
- Domestic guest nights totalled 67.8 million in YE March 2023.
- 84% of New Zealanders took at least one domestic trip in 2022/23.
- Tourism contributed NZ$40.5 billion to GDP in YE March 2023, or 6.4% of total GDP.
- International tourism export revenues reached NZ$13.6 billion in YE Dec 2023.
- Domestic tourism added NZ$24.7 billion to GDP in 2023.
- Tourism employed 318,000 full-time equivalents in YE March 2023.
- Hospitality sector had 145,000 tourism-related jobs in 2023.
- Transport and aviation tourism jobs: 52,000 in YE 2023.
- Tongariro National Park crossings by tourists: 85,000 in 2023.
- Te Papa Museum in Wellington had 1.4 million visitors in 2023.
- Queenstown bungee jumps: 45,000 in 2023.
New Zealand tourism recovered significantly in 2023, nearing its pre-pandemic visitor highs.
Attractions
1Tongariro National Park crossings by tourists: 85,000 in 2023.
Verified2Te Papa Museum in Wellington had 1.4 million visitors in 2023.
Verified3Queenstown bungee jumps: 45,000 in 2023.
Verified4Milford Sound day visitors: 1.1 million in 2019, 850,000 in 2023.
Directional5Hobbiton Movie Set tours: 750,000 visitors in 2023.
Single source6Rotorua geothermal sites visits: 2.3 million in 2023.
Verified7Sky Tower Auckland jumps: 12,000 in 2023.
Verified8Waitomo Caves glowworm tours: 450,000 visitors YE 2023.
Verified9Abel Tasman National Park kayakers: 110,000 in 2023.
Directional10Fox Glacier heli-hikes: 25,000 in summer 2023/24.
Single source11Franz Josef Glacier walks: 30,000 visitors in 2023.
Verified12Auckland Zoo attendance: 1.1 million in 2023.
Verified13Wai-O-Tapu thermal wonderland: 320,000 visitors in 2023.
Verified14Zealandia eco-sanctuary: 250,000 visitors YE 2023.
Directional15WET'n'WILD waterpark Coasters: 200,000 in 2023.
Single source16Shweeb Rotorua zipline rides: 15,000 in 2023.
Verified17Agrodome sheep show: 180,000 attendees in 2023.
Verified18Polynesian Spa visits: 400,000 soaks in YE 2023.
Verified19Luge rides in Queenstown: 1.2 million in 2023.
Directional20Shotover Jet boat rides: 150,000 passengers in 2023.
Single source21TranzAlpine train passengers: 220,000 in 2023.
Verified22Wine tours in Marlborough: 650,000 participants in 2023.
Verified23Whale watching Kaikoura: 85,000 trips in 2023.
Verified24Bungy jumps nationwide: 80,000 in 2023.
Directional25Maori cultural experiences: 1.5 million attendees in 2023.
Single source26Skywalk Auckland: 45,000 participants YE 2023.
VerifiedAttractions Interpretation
While New Zealand's landscapes and museums are being adored by millions, it seems a slightly disproportionate number of us are also hurling ourselves off things or being hurled around in boats for fun.
Domestic Visitors
1Domestic tourism in New Zealand generated 39.4 million trips in YE March 2023.
Verified2Domestic guest nights totalled 67.8 million in YE March 2023.
Verified384% of New Zealanders took at least one domestic trip in 2022/23.
Verified4Auckland region hosted 16.5 million domestic guest nights in YE 2023.
Directional5Northland saw 3.2 million domestic visitor nights in 2023.
Single source6Bay of Plenty recorded 5.1 million domestic guest nights YE 2023.
Verified7Waikato attracted 4.8 million domestic visitors in 2023.
Verified8Taranaki had 1.9 million domestic guest nights in YE 2023.
Verified9Manawatu-Whanganui saw 3.4 million domestic nights in 2023.
Directional10Wellington region hosted 6.2 million domestic guest nights YE 2023.
Single source11Tasman region recorded 2.1 million domestic visitors in 2023.
Verified12Nelson had 2.3 million domestic guest nights in YE 2023.
Verified13Marlborough attracted 1.8 million domestic nights in 2023.
Verified14West Coast saw 1.2 million domestic guest nights YE 2023.
Directional15Canterbury hosted 10.4 million domestic visitors in 2023.
Single source16Otago recorded 9.7 million domestic guest nights YE 2023.
Verified17Southland had 2.6 million domestic nights in 2023.
Verified18Holiday trips accounted for 62% of domestic travel in YE 2023.
Verified19VFR (visiting friends/relatives) made up 22% of domestic trips in 2023.
Directional20Average domestic trip length was 3.2 nights in YE March 2023.
Single source2145% of domestic trips were by car in 2023.
Verified22Domestic aviation passenger numbers reached 12.5 million in 2023.
Verified23Campervan holidays by Kiwis totalled 1.2 million nights in 2023.
Verified2428% of domestic tourists visited national parks in 2023.
Directional25Regional domestic spending grew 15% in YE 2023.
Single source26North Island hosted 68% of domestic guest nights in 2023.
Verified27South Island share of domestic nights was 32% in YE 2023.
VerifiedDomestic Visitors Interpretation
Well, it seems Kiwis are practicing what they preach about exploring their own backyard, because frankly, with 84% of them taking a domestic trip and averaging a 3.2-night stay, it appears the national pastime is a "staycation" with an occasional side of air travel and campervan-induced awe.
Economic Impact
1Tourism contributed NZ$40.5 billion to GDP in YE March 2023, or 6.4% of total GDP.
Verified2International tourism export revenues reached NZ$13.6 billion in YE Dec 2023.
Verified3Domestic tourism added NZ$24.7 billion to GDP in 2023.
Verified4Total tourism spending by visitors was NZ$41.8 billion in YE March 2023.
Directional5International visitor spending averaged NZ$3,800 per visitor in 2023.
Single source6Accommodation spending by internationals was NZ$2.9 billion in 2023.
Verified7Food and beverage tourism spend totalled NZ$8.2 billion in YE 2023.
Verified8Transport-related tourism expenditure reached NZ$9.1 billion in 2023.
Verified9Retail shopping by tourists contributed NZ$4.5 billion in YE Dec 2023.
Directional10Adventure activities generated NZ$1.2 billion in revenue in 2023.
Single source11Wine tourism added NZ$1.5 billion to economy in 2023.
Verified12Cruise tourism injected NZ$450 million into NZ economy in 2023/24.
Verified13Tourism multiplier effect was 1.8 for every dollar spent in 2023.
Verified14Tax revenue from tourism totalled NZ$8.9 billion in YE 2023.
Directional15Regional tourism GDP contribution: Auckland 18% of national total in 2023.
Single source16Canterbury tourism GDP was NZ$6.2 billion in 2023.
Verified17Queenstown Lakes District tourism revenue: NZ$2.8 billion in YE 2023.
Verified18Rotorua tourism spend: NZ$1.4 billion in 2023.
Verified19Tourism's share of merchandise trade balance was 12% in 2023.
Directional20Post-COVID tourism recovery boosted GDP by 2.1% in 2023.
Single source21International tourism current account credit: NZ$12.8 billion in 2023.
Verified22Domestic tourism supports 15% of national employment indirectly.
Verified23Total tourism direct GDP contribution grew 24% in YE March 2023.
Verified24Visitor economy investment needs: NZ$3 billion by 2030.
DirectionalEconomic Impact Interpretation
New Zealand's tourism industry isn't just selling a pretty postcard; it's running a massive, multi-billion dollar engine where every visitor and local trip fuels everything from regional wineries to national tax coffers.
Employment
1Tourism employed 318,000 full-time equivalents in YE March 2023.
Verified2Hospitality sector had 145,000 tourism-related jobs in 2023.
Verified3Transport and aviation tourism jobs: 52,000 in YE 2023.
Verified4Retail trade tourism employment: 38,000 FTEs in 2023.
Directional5Accommodation services employed 42,000 in tourism in 2023.
Single source6Arts, recreation and cafes: 91,000 tourism jobs in YE 2023.
Verified7Auckland tourism jobs: 92,000 in 2023.
Verified8Canterbury region tourism employment: 56,000 FTEs in 2023.
Verified9Otago tourism sector jobs: 45,000 in YE 2023.
Directional10Queenstown Lakes: 28,000 tourism jobs in 2023 peak season.
Single source11Rotorua tourism employment: 15,000 in 2023.
Verified1212.6% of total NZ employment was in tourism in 2023.
Verified13Youth employment in tourism: 25% under 25 years old in 2023.
Verified14Migrant workers filled 18% of tourism jobs in 2023.
Directional15Seasonal tourism jobs peaked at 50,000 in summer 2023/24.
Single source16Average tourism wage: NZ$28.50 per hour in 2023.
Verified17Labour shortage in tourism: 40,000 vacancies reported in 2023.
Verified18Training programs graduated 12,000 tourism workers in 2023.
Verified19Female share of tourism jobs: 55% in YE 2023.
Directional20Maori employment in tourism: 8% of total in 2023.
Single source21Post-COVID job recovery: 92% of 2019 levels in 2023.
Verified22Queenstown adventure sector jobs: 10,000 in 2023.
Verified23Cruise port jobs supported: 2,500 direct in 2023/24.
Verified24Digital nomad visas issued: 1,200 for tourism-related work in 2023.
Directional25Fiordland tourism jobs: 6,000 FTEs in 2023.
Single source26Milford Sound visitor centre employed 300 staff in peak 2023.
VerifiedEmployment Interpretation
New Zealand's tourism sector has clearly mastered the art of the working holiday, employing nearly one in eight Kiwis, keeping our cafes buzzing and our bungy cords taut, yet still can't seem to fill 40,000 vacancies despite the lure of a decent view and the company of a quarter-million under-25s.
Infrastructure
1Occupancy rate for hotels in NZ averaged 65% in YE Dec 2023.
Verified2Total accommodation guest nights: 75 million in YE Sep 2023.
Verified3Holiday park sites occupied 12.5 million nights in 2023.
Verified4Airbnb listings active: 45,000 in NZ in 2023.
Directional5International airports handled 17.2 million passengers in 2023.
Single source6Auckland Airport international pax: 11.5 million in 2023.
Verified7Rental car fleet for tourism: 250,000 vehicles in 2023.
Verified8Campervan rentals: 85,000 units hired in YE 2023.
Verified9Domestic flights: 14.8 million seats in 2023.
Directional10Ferry passengers Interislander + Bluebridge: 2.1 million in 2023.
Single source11Cruise ship port calls: 850 in 2023/24 season.
Verified12EV charging stations for tourists: 2,500 nationwide in 2023.
Verified135G coverage in tourist hotspots: 92% in 2023.
Verified14WiFi hotspots in attractions: 1,200 sites in 2023.
Directional15Hotel room nights sold: 18.4 million in YE 2023.
Single source16Motels occupancy: 68% average in 2023.
Verified17Backpacker beds: 35,000 available nationwide 2023.
Verified18Queenstown hotel rooms: 12,500 in 2023.
Verified19Auckland serviced apartments: 8,000 units in 2023.
Directional20Road trip miles by tourists: 2.5 billion km in 2023.
Single source21Scenic rail passengers: 450,000 in 2023.
Verified22Cycleway users Great Rides: 1.2 million in 2023.
Verified23i-SITE visitor centres visits: 3.5 million in 2023.
Verified24App downloads Tourism NZ: 4.2 million in 2023.
Directional25Online bookings share: 72% of tourism in 2023.
Single sourceInfrastructure Interpretation
New Zealand in 2023 was a nation of impeccably connected yet pleasingly unoccupied paradox, where 65% hotel vacancy means you can likely find a room while 2.5 billion tourist kilometers suggests everyone else is already splendidly lost on the road.
International Visitors
1New Zealand recorded 3,888,000 international visitors in the year ended December 2019, the highest on record before COVID-19.
Verified2In 2023, international visitor arrivals to New Zealand reached 3,643,000, a 120.5% increase from 2022.
Verified3Australia was the largest source market with 1,316,000 visitors to New Zealand in the year to December 2023.
Verified4Chinese visitors numbered 240,000 in YE December 2023, recovering to 35% of 2019 levels.
Directional5US visitors to New Zealand totalled 309,000 in 2023, up 87% from 2022.
Single source6UK arrivals stood at 196,000 in YE Dec 2023, representing 48% recovery from pre-pandemic.
Verified7German tourists numbered 94,000 in 2023, a 112% increase year-on-year.
Verified8South Korean visitors reached 82,000 in YE 2023.
Verified9Singaporean arrivals were 79,000 in 2023.
Directional10Japanese visitors totalled 57,000 in YE Dec 2023.
Single source11Canadian tourists numbered 100,000 in 2023.
Verified12Indian visitors reached 44,000 in YE 2023, up significantly.
Verified13Average length of stay for international visitors was 20.2 nights in 2019.
Verified14In YE Sep 2023, total guest nights by international visitors were 16.2 million.
Directional15Holiday/pilgrimage was the main purpose for 44% of international visitors in 2023.
Single source1628% of international visitors in 2023 came for visiting friends/relatives.
Verified17Business/conference visitors made up 12% of arrivals in YE 2023.
Verified1867% of international visitors flew into Auckland Airport in 2023.
Verified19Christchurch Airport handled 15% of international arrivals in 2023.
Directional20Queenstown Airport saw 12% of international visitors in YE 2023.
Single source21Wellington Airport received 5% of international arrivals in 2023.
Verified2281% of international visitors arrived by air in 2023.
Verified23Cruise ship passengers totalled 210,000 in 2023/24 season.
Verified24Average age of international visitors was 41 years in 2019.
Directional2552% of international visitors were female in YE 2023.
Single source26Repeat visitors comprised 22% of total international arrivals in 2019.
Verified2794% of international visitors used air transport for main trip in 2023.
Verified28Top region visited by international tourists was Auckland with 74% in 2023.
Verified29Rotorua attracted 32% of international visitors in YE 2023.
Directional30Total international visitors to Fiordland National Park region: 450,000 in 2019.
Single sourceInternational Visitors Interpretation
Despite nearly reclaiming its pre-pandemic peak of visitors in 2023, New Zealand’s recovery reveals a tourism landscape subtly but decisively reshaped, with Australians arriving en masse, Americans and Germans surging back, Chinese arrivals still cautiously returning, and everyone still overwhelmingly funnelling through Auckland to spread out and spend a remarkable 20 nights on average chasing everything from fiords to family reunions.
Markets
1Chinese market share of visitors: 6.6% in YE Dec 2023.
Verified2Australian market: 36% of total international arrivals in 2023.
Verified3US market recovery: 75% of 2019 levels in 2023.
Verified4UK visitors spending: NZ$1.1 billion in 2023.
Directional5German market length of stay: 22 nights average in 2023.
Single source6South Korea top activity: Sightseeing 85% participation.
Verified7Indian market growth: 150% YoY in 2023 arrivals.
Verified8Singapore high yield: Avg spend NZ$4,200 per trip 2023.
Verified9Japan family travel: 45% with children in 2023.
Directional10Canadian winter escapees: 60% visited South Island 2023.
Single source11Millennials from US: 42% of US visitors under 35 in 2023.
Verified12Luxury segment from Middle East: 15,000 high-end visitors 2023.
Verified13Pacific Islands VFR: 80% purpose for Fijian visitors 2023.
Verified14European backpackers: 22% of German market in 2023.
Directional15Gen Z from Korea: 35% of market in 2023.
Single source16Family travel from Aus: 28% group size avg 2023.
Verified17Adventure seekers UK: 55% booked activities pre-arrival 2023.
Verified18Wellness tourism China: 18% participation rate 2023.
Verified19Solo female travellers US: 32% in 2023.
Directional20Top source for cruise: Australia 65% passengers 2023.
Single source21Emerging market India avg spend: NZ$3,200 in 2023.
Verified22Loyalty rate Australia: 35% repeat in 2023.
Verified23Booking lead time US: 4.2 months avg 2023.
Verified24Social media influence Korea: 68% discovery channel 2023.
Directional25High season peak Germany: Dec-Feb 45% arrivals 2023.
Single source26VFR dominance Pacific: 75% for Samoan market 2023.
Verified27Luxury yacht visitors: 5,000 from Europe/US in 2023.
Verified28Digital nomads Europe: 8,000 long-stay in 2023.
VerifiedMarkets Interpretation
While the Aussies still flock in droves (and often with kids), the global tapestry of visitors to New Zealand reveals a story of strategic recovery, valuable niche markets—from Germany's long-haul hikers to America's planning millennials and India's impressive surge—and a quiet but significant luxury undercurrent, all proving that the country's appeal is as diverse as it is enduring.
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