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
- 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.
- Milford Sound day visitors: 1.1 million in 2019, 850,000 in 2023.
- Hobbiton Movie Set tours: 750,000 visitors in 2023.
- Rotorua geothermal sites visits: 2.3 million in 2023.
- Sky Tower Auckland jumps: 12,000 in 2023.
- Waitomo Caves glowworm tours: 450,000 visitors YE 2023.
- Abel Tasman National Park kayakers: 110,000 in 2023.
- Fox Glacier heli-hikes: 25,000 in summer 2023/24.
- Franz Josef Glacier walks: 30,000 visitors in 2023.
- Auckland Zoo attendance: 1.1 million in 2023.
- Wai-O-Tapu thermal wonderland: 320,000 visitors in 2023.
- Zealandia eco-sanctuary: 250,000 visitors YE 2023.
- WET'n'WILD waterpark Coasters: 200,000 in 2023.
- Shweeb Rotorua zipline rides: 15,000 in 2023.
- Agrodome sheep show: 180,000 attendees in 2023.
- Polynesian Spa visits: 400,000 soaks in YE 2023.
- Luge rides in Queenstown: 1.2 million in 2023.
- Shotover Jet boat rides: 150,000 passengers in 2023.
- TranzAlpine train passengers: 220,000 in 2023.
- Wine tours in Marlborough: 650,000 participants in 2023.
- Whale watching Kaikoura: 85,000 trips in 2023.
- Bungy jumps nationwide: 80,000 in 2023.
- Maori cultural experiences: 1.5 million attendees in 2023.
- Skywalk Auckland: 45,000 participants YE 2023.
Attractions 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
- 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.
- Auckland region hosted 16.5 million domestic guest nights in YE 2023.
- Northland saw 3.2 million domestic visitor nights in 2023.
- Bay of Plenty recorded 5.1 million domestic guest nights YE 2023.
- Waikato attracted 4.8 million domestic visitors in 2023.
- Taranaki had 1.9 million domestic guest nights in YE 2023.
- Manawatu-Whanganui saw 3.4 million domestic nights in 2023.
- Wellington region hosted 6.2 million domestic guest nights YE 2023.
- Tasman region recorded 2.1 million domestic visitors in 2023.
- Nelson had 2.3 million domestic guest nights in YE 2023.
- Marlborough attracted 1.8 million domestic nights in 2023.
- West Coast saw 1.2 million domestic guest nights YE 2023.
- Canterbury hosted 10.4 million domestic visitors in 2023.
- Otago recorded 9.7 million domestic guest nights YE 2023.
- Southland had 2.6 million domestic nights in 2023.
- Holiday trips accounted for 62% of domestic travel in YE 2023.
- VFR (visiting friends/relatives) made up 22% of domestic trips in 2023.
- Average domestic trip length was 3.2 nights in YE March 2023.
- 45% of domestic trips were by car in 2023.
- Domestic aviation passenger numbers reached 12.5 million in 2023.
- Campervan holidays by Kiwis totalled 1.2 million nights in 2023.
- 28% of domestic tourists visited national parks in 2023.
- Regional domestic spending grew 15% in YE 2023.
- North Island hosted 68% of domestic guest nights in 2023.
- South Island share of domestic nights was 32% in YE 2023.
Domestic 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
- 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.
- Total tourism spending by visitors was NZ$41.8 billion in YE March 2023.
- International visitor spending averaged NZ$3,800 per visitor in 2023.
- Accommodation spending by internationals was NZ$2.9 billion in 2023.
- Food and beverage tourism spend totalled NZ$8.2 billion in YE 2023.
- Transport-related tourism expenditure reached NZ$9.1 billion in 2023.
- Retail shopping by tourists contributed NZ$4.5 billion in YE Dec 2023.
- Adventure activities generated NZ$1.2 billion in revenue in 2023.
- Wine tourism added NZ$1.5 billion to economy in 2023.
- Cruise tourism injected NZ$450 million into NZ economy in 2023/24.
- Tourism multiplier effect was 1.8 for every dollar spent in 2023.
- Tax revenue from tourism totalled NZ$8.9 billion in YE 2023.
- Regional tourism GDP contribution: Auckland 18% of national total in 2023.
- Canterbury tourism GDP was NZ$6.2 billion in 2023.
- Queenstown Lakes District tourism revenue: NZ$2.8 billion in YE 2023.
- Rotorua tourism spend: NZ$1.4 billion in 2023.
- Tourism's share of merchandise trade balance was 12% in 2023.
- Post-COVID tourism recovery boosted GDP by 2.1% in 2023.
- International tourism current account credit: NZ$12.8 billion in 2023.
- Domestic tourism supports 15% of national employment indirectly.
- Total tourism direct GDP contribution grew 24% in YE March 2023.
- Visitor economy investment needs: NZ$3 billion by 2030.
Economic 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
- 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.
- Retail trade tourism employment: 38,000 FTEs in 2023.
- Accommodation services employed 42,000 in tourism in 2023.
- Arts, recreation and cafes: 91,000 tourism jobs in YE 2023.
- Auckland tourism jobs: 92,000 in 2023.
- Canterbury region tourism employment: 56,000 FTEs in 2023.
- Otago tourism sector jobs: 45,000 in YE 2023.
- Queenstown Lakes: 28,000 tourism jobs in 2023 peak season.
- Rotorua tourism employment: 15,000 in 2023.
- 12.6% of total NZ employment was in tourism in 2023.
- Youth employment in tourism: 25% under 25 years old in 2023.
- Migrant workers filled 18% of tourism jobs in 2023.
- Seasonal tourism jobs peaked at 50,000 in summer 2023/24.
- Average tourism wage: NZ$28.50 per hour in 2023.
- Labour shortage in tourism: 40,000 vacancies reported in 2023.
- Training programs graduated 12,000 tourism workers in 2023.
- Female share of tourism jobs: 55% in YE 2023.
- Maori employment in tourism: 8% of total in 2023.
- Post-COVID job recovery: 92% of 2019 levels in 2023.
- Queenstown adventure sector jobs: 10,000 in 2023.
- Cruise port jobs supported: 2,500 direct in 2023/24.
- Digital nomad visas issued: 1,200 for tourism-related work in 2023.
- Fiordland tourism jobs: 6,000 FTEs in 2023.
- Milford Sound visitor centre employed 300 staff in peak 2023.
Employment 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
- Occupancy rate for hotels in NZ averaged 65% in YE Dec 2023.
- Total accommodation guest nights: 75 million in YE Sep 2023.
- Holiday park sites occupied 12.5 million nights in 2023.
- Airbnb listings active: 45,000 in NZ in 2023.
- International airports handled 17.2 million passengers in 2023.
- Auckland Airport international pax: 11.5 million in 2023.
- Rental car fleet for tourism: 250,000 vehicles in 2023.
- Campervan rentals: 85,000 units hired in YE 2023.
- Domestic flights: 14.8 million seats in 2023.
- Ferry passengers Interislander + Bluebridge: 2.1 million in 2023.
- Cruise ship port calls: 850 in 2023/24 season.
- EV charging stations for tourists: 2,500 nationwide in 2023.
- 5G coverage in tourist hotspots: 92% in 2023.
- WiFi hotspots in attractions: 1,200 sites in 2023.
- Hotel room nights sold: 18.4 million in YE 2023.
- Motels occupancy: 68% average in 2023.
- Backpacker beds: 35,000 available nationwide 2023.
- Queenstown hotel rooms: 12,500 in 2023.
- Auckland serviced apartments: 8,000 units in 2023.
- Road trip miles by tourists: 2.5 billion km in 2023.
- Scenic rail passengers: 450,000 in 2023.
- Cycleway users Great Rides: 1.2 million in 2023.
- i-SITE visitor centres visits: 3.5 million in 2023.
- App downloads Tourism NZ: 4.2 million in 2023.
- Online bookings share: 72% of tourism in 2023.
Infrastructure 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
- 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.
- Chinese visitors numbered 240,000 in YE December 2023, recovering to 35% of 2019 levels.
- US visitors to New Zealand totalled 309,000 in 2023, up 87% from 2022.
- UK arrivals stood at 196,000 in YE Dec 2023, representing 48% recovery from pre-pandemic.
- German tourists numbered 94,000 in 2023, a 112% increase year-on-year.
- South Korean visitors reached 82,000 in YE 2023.
- Singaporean arrivals were 79,000 in 2023.
- Japanese visitors totalled 57,000 in YE Dec 2023.
- Canadian tourists numbered 100,000 in 2023.
- Indian visitors reached 44,000 in YE 2023, up significantly.
- Average length of stay for international visitors was 20.2 nights in 2019.
- In YE Sep 2023, total guest nights by international visitors were 16.2 million.
- Holiday/pilgrimage was the main purpose for 44% of international visitors in 2023.
- 28% of international visitors in 2023 came for visiting friends/relatives.
- Business/conference visitors made up 12% of arrivals in YE 2023.
- 67% of international visitors flew into Auckland Airport in 2023.
- Christchurch Airport handled 15% of international arrivals in 2023.
- Queenstown Airport saw 12% of international visitors in YE 2023.
- Wellington Airport received 5% of international arrivals in 2023.
- 81% of international visitors arrived by air in 2023.
- Cruise ship passengers totalled 210,000 in 2023/24 season.
- Average age of international visitors was 41 years in 2019.
- 52% of international visitors were female in YE 2023.
- Repeat visitors comprised 22% of total international arrivals in 2019.
- 94% of international visitors used air transport for main trip in 2023.
- Top region visited by international tourists was Auckland with 74% in 2023.
- Rotorua attracted 32% of international visitors in YE 2023.
- Total international visitors to Fiordland National Park region: 450,000 in 2019.
International 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
- Chinese market share of visitors: 6.6% in YE Dec 2023.
- Australian market: 36% of total international arrivals in 2023.
- US market recovery: 75% of 2019 levels in 2023.
- UK visitors spending: NZ$1.1 billion in 2023.
- German market length of stay: 22 nights average in 2023.
- South Korea top activity: Sightseeing 85% participation.
- Indian market growth: 150% YoY in 2023 arrivals.
- Singapore high yield: Avg spend NZ$4,200 per trip 2023.
- Japan family travel: 45% with children in 2023.
- Canadian winter escapees: 60% visited South Island 2023.
- Millennials from US: 42% of US visitors under 35 in 2023.
- Luxury segment from Middle East: 15,000 high-end visitors 2023.
- Pacific Islands VFR: 80% purpose for Fijian visitors 2023.
- European backpackers: 22% of German market in 2023.
- Gen Z from Korea: 35% of market in 2023.
- Family travel from Aus: 28% group size avg 2023.
- Adventure seekers UK: 55% booked activities pre-arrival 2023.
- Wellness tourism China: 18% participation rate 2023.
- Solo female travellers US: 32% in 2023.
- Top source for cruise: Australia 65% passengers 2023.
- Emerging market India avg spend: NZ$3,200 in 2023.
- Loyalty rate Australia: 35% repeat in 2023.
- Booking lead time US: 4.2 months avg 2023.
- Social media influence Korea: 68% discovery channel 2023.
- High season peak Germany: Dec-Feb 45% arrivals 2023.
- VFR dominance Pacific: 75% for Samoan market 2023.
- Luxury yacht visitors: 5,000 from Europe/US in 2023.
- Digital nomads Europe: 8,000 long-stay in 2023.
Markets 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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