New Zealand’s tourism sector is thriving, with international visitor spending skyrocketing to $11.7 billion over the year ending September 2024. This marks a significant 30% increase from the $9 billion recorded in the previous year, according to the latest International Visitor Survey (IVS) data released by the Ministry of Business, Innovation, and Employment (MBIE). The resurgence underscores tourism’s pivotal role in economic growth and enriching communities across Aotearoa, New Zealand.

Holidaymakers Drive Record Spending

Tourists arriving for holidays led the charge, contributing a staggering $7.1 billion—a 39% increase compared to the prior year. Rebecca Ingram, Chief Executive of Tourism Industry Aotearoa (TIA), emphasized the importance of these gains.

“It is fantastic to see such robust growth from our holiday visitors. This spending reflects the wide range of businesses—retailers, cafes, restaurants, accommodations, and transport providers—benefiting from the presence of our international manuhiri [guests] over the past year,” said Ingram.

High Satisfaction Rates Highlight Visitor Experience

Beyond spending, visitor satisfaction levels remain impressively high. According to the IVS data, 90% of tourists reported being satisfied or very satisfied with their New Zealand experience, while 95% stated that their holiday met or exceeded expectations.

“This data reinforces the value-driven contribution of the tourism sector,” Ingram noted. “It’s a positive signal as we head into the summer season, a critical time for businesses across the country.”

Preparing for a Vital Summer Season

As summer approaches, tourism businesses, hospitality, and retail sectors are gearing up to welcome both domestic and international travellers. Ingram highlighted the broader benefits of tourism, which extend beyond financial gains.

“Tourism brings diversity and resilience to our economy, generates jobs, and fosters regional prosperity. It showcases our cultural richness and fosters a sense of pride. This summer, we look forward to contributing to the livelihoods of over 300,000 Kiwis employed directly and indirectly in tourism,” she said.

Future Potential: A $55 Billion Industry by 2030

The momentum seen in 2024 suggests that the tourism sector is on a promising trajectory. With the right government policies and industry collaboration, TIA projects that tourism could contribute $55 billion annually to New Zealand’s economy by 2030. The recently announced Tourism Growth Roadmap is a step toward achieving this vision.

“We’ve always believed it would take time for tourism to regain its pre-pandemic momentum. Today’s results confirm that recovery is well underway. The Tourism Growth Roadmap is a strong foundation, and we’re eager to work with the government to unlock even greater opportunities for the sector,” added Ingram.

China and Australia Lead Spending Growth

Another highlight of the year has been China’s resurgence as a significant visitor market. Chinese travellers spent $1.2 billion in New Zealand over the past 12 months. Meanwhile, Australia retained its position as the largest market, with visitors contributing $3.5 billion, a 9.4% increase year-on-year.

The United States also demonstrated its importance, with visitors spending $1.6 billion—an impressive 23.1% jump compared to the previous year.

Looking Ahead: A Unified Vision for Tourism

As New Zealand’s tourism sector continues to evolve, the collaboration between government and industry stakeholders will be crucial in sustaining growth. With record visitor spend, high satisfaction levels, and strategic initiatives underway, the future of New Zealand tourism looks brighter than ever.

“This is an exciting time for our industry. With innovation, sustainability, and inclusivity at the core of our efforts, we are confident in our ability to exceed expectations and make tourism a cornerstone of New Zealand’s economy,” concluded Ingram.

 

 

 

Written by: Michelle Warner

 

 

 

 

 

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