Markets overview

Tourism New Zealand targets visitors across a diverse portfolio of markets. We choose our markets based on there being existing or potential airline connectivity and a significant group of people who are seriously considering visiting New Zealand for their next holiday.

Then Tourism New Zealand focuses our marketing efforts on reaching those who have a strong desire to visit New Zealand and converting that desire into bookings.

Select from the major markets below.

 Australia     USA     China     UK     Germany     Japan   India

Australia

Australia is New Zealand’s largest visitor market, accounting for almost half (44%) of all international visitor arrivals.

Key market insights

• 1.3m Australian visitors arrived between April 2023 – April 2024 (44% of all arrivals).
• 517,000 of these are holiday visitors (40% of all visitors).
• Australian holiday visitors spent $1.8 billion – an average of $3,790 per person.
• 40% of Australian holiday visitors stayed between 8-14 days.
• 70% of Australian holiday visitors arrive in New Zealand’s off-peak seasons between March – November.
• There are over 4.3 million people in Australia considering a visit to New Zealand. 41% of these people have New Zealand as their top destination to travel to.
• Australian visitors are interested in wildlife encounters, trying local cuisine, exploring local towns and engaging with Māori culture.
• Airline connectivity is 86% recovered since 2019

Read the full Australia market snapshot here(opens in new window).

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United States of America (USA)

The United States is New Zealand’s second largest market by arrivals. 

Key market insights

• 379,000 American visitors arrived between April 2023 – April 2024, an increase of 43% on the previous year. 250,000 of all arrival from America were holiday visitors (66%)
• United States holiday visitors spent $1.1 billion – an average of $5,181 per person
• 54% of holiday visitors arrive in New Zealand’s off-peak season between March – November
• 44% of United States holiday visitors stayed between 8-14 days
• There are around 60 million people in the USA considering a visit to New Zealand. 56% of these people have New Zealand as their top destination to travel to.
• Popular activities for visitors from the United States include hiking, visiting mountains and lakes and national parks. American visitors are also interested in trying our cuisine, exploring beaches and coasts and visiting historical and heritage sites.
• Airline connectivity is 112% recovered since 2019

Read the full USA market snapshot here(opens in new window).

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China

China is New Zealand's third largest market by arrivals. In 2019, it was our second largest international visitor market and one of the most valuable in terms of holiday visitor spend. The market is recovering after the opening of the China international border in January 2023.

Key market insights

• 219,000 visitors from China arrived between April 2023 – April 2024, 143,000 of these were holiday visitors.
• 60% of arrivals are during off-peak seasons with spring the most popular
• The average length of stay was 10 days
• Chinese visitors spent $1.1 billion in New Zealand, with $872 million by holidaymakers. The average spend per trip was $5,591, rising to $6,729 for holiday visitors.
• There are 61 million people in China seriously considering a holiday in New Zealand, 62% of these people have New Zealand as their top choice
• China visitors are drawn to New Zealand to experience our culture and our natural scenery. New Zealand is also seen as family friendly holiday destination.
• Popular activities include natural attractions such as enjoying mountains and lakes, hiking and national parks. There is also strong interest in our beaches, local towns and trying cuisine.
• Airline connectivity is 89% recovered since 2019

Read the full China market snapshot here(opens in new window).

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United Kingdom (UK)

The UK was New Zealand’s fourth largest market by arrivals.

Key market insights

• 169,300 UK travellers visited New Zealand between April 2023 – April 2024, with 68,300 of them being holiday visitors
• Almost 50% of visitors between March – November, New Zealand’s off-peak seasons
• The average length of stay for holiday visitors is 15 days
• UK visitors spent $836.3 million in New Zealand, with $434.7 million by holidaymakers. The average spend per trip was $5,220, rising to $7,018 for holiday visitors.
• 56% of visitors travelled to four or more regions
• There are 8.4 million people in the UK seriously considering a visit to New Zealand, 43% of these people have New Zealand as their number one destination
• Visitors from the UK are drawn to New Zealand’s beautiful landscapes and are looking to have fun and enjoy themselves
• Visitors are most interested in trying our local cuisine, exploring towns and visiting natural attractions

Read the full UK market snapshot here(opens in new window).

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Germany

Visitors from Germany tend to stay longer and spend more per trip than visitors from other countries. 

Key market insights

• Between April 2023 – April 2024, 64,700 German travellers visited New Zealand, with 46,500 of them being holiday visitors
• The average length of stay for holiday visitor is 17 days
• 50% of visitors from Germany arrive during March – November, New Zealand’s off-peak seasons
• German visitors spent $463.3 million in New Zealand, with $385 million by holidaymakers. The average spend per trip was $8,102, rising to $9,061 for holiday visitors.
• 66% of visitors from Germany visited four or more regions
• Most visitors from Germany enjoyed natural attractions like mountains and lakes, beaches, hiking, and national parks.

Read the full Germany market snapshot here.(opens in new window)

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Japan

Japan is New Zealand’s eight largest market by arrivals.  

Key market insights:

• Between April 2023 – April 2024, 60,200 Japanese travellers visited New Zealand, with 32,600 of them being holiday visitors
• The average length of stay for holiday visitors is 8 days
• 64% of visitors from Japan arrive during New Zealand’s off-peak seasons (March – November)
• Japanese visitors spent $167.5 million in New Zealand, with $122.6 million by holidaymakers. The average spend per trip was $3,351, rising to $3,761 for holiday visitors.
• Over half of holiday visitors from Japan spend 4-7 days in the country
• There are 5.9 million people in Japan seriously considering visiting New Zealand
• Visitors from Japan are looking to get in touch with nature, experience beautiful landscapes, eat local cuisine and relax in New Zealand

Read the full Japan market snapshot here.(opens in new window)