In what may read like a shot in the arm for New Zealand’s tourism sector, Tourism Industry Aotearoa (TIA) has unveiled findings from its latest Workforce Survey that reveal a significant upswing in business confidence. Some 86 per cent of participating tourism organisations now say they are confident about the year ahead, a jump of 11 points over results from 2024.
TIA Chief Executive Rebecca Ingram remarked, “It is incredibly positive that optimism is high across the tourism industry as we head into the summer season, especially given how tough it is out there for businesses at the moment.”
That kind of language is bold. In times as uncertain and volatile as the current tourism landscape, declaring optimism is like walking into a gale, umbrella held high by conviction.
What’s Driving the Optimism?
According to TIA’s findings, the boost in confidence is anchored in a few tangible developments:
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Arrivals showing recovery: While still uneven, visitor arrivals up to the end of July reached 87 per cent of pre-COVID levels.
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Strong forward bookings: Members see good future demand, a sign that summer could deliver a further uptick.
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Government and infrastructure momentum: Changes to visas, improved airline connectivity, the opening of the New Zealand International Conference Centre in February, and One New Zealand Stadium in Ōtautahi Christchurch, due in April, all contribute to the rising optimism.
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Recruitment activity: A striking 47 per cent of survey respondents say they are actively hiring, reflecting preparation for a bustling summer season.
Ms Ingram also emphasised the broad geographic spread of employment: “these jobs are spread across the country and deliver broad economic benefits for communities across the motu.”
Ongoing Challenges: Costs, Climate & Staff Wellbeing
Yet not all is sunshine. The survey reiterates longstanding pain points. The top three obstacles remain:
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Rising costs and product pricing pressures.
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Weather and climate variability (always the spoiler in this business).
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Staff burnout and mental well-being.
To counter these, many organisations are scrambling to become employers of choice. Their tactics include:
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Offering flexible working hours.
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Encouraging staff attendance at conferences and events (up 7 pp year on year to 44 per cent).
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Promoting equal opportunities for career advancement (rising 2 pp to 40 per cent).
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Adopting new technologies to boost efficiency (rising 4 pp to 36 per cent).
Such measures are not just trendy, they’re essential to attract and retain talent in an industry increasingly judged by its capacity to care, not just to serve.
Why This Matters: E-E-A-T, Reputation & Policy Leverage
From an E-E-A-T perspective (Expertise, Experience, Authority, Trustworthiness), this story ticks the boxes. The authoritative association representing New Zealand’s tourism sector (TIA) is the source. The survey data is primary, with direct quotes and verifiable numbers. We see real-world implications for economies nationwide, not just the major hubs.
Moreover, the survey gives the industry leverage in policy circles. The government’s visa changes and infrastructure investments already play a role. Armed with such survey backing, industry voices can more firmly advocate for supportive visa regimes, climate resilience investment, and mental health support funding.
The complete Workforce Survey can be accessed via TIA’s official link.
View full report (TIA).
Final Word: Cautious Confidence, Not Euphoria
The mood is upbeat, and that’s heartening after such a long stretch of uncertainty. But tourism is always at the mercy of many variables, from international travel trends to weather caprices.
Still, declaring 86 per cent confidence is no small thing. It tells us that people are shoring up their courage in boardrooms and lodges alike. They’re readying staff, reinforcing systems and banking on momentum. The summer ahead may be one for the books if the hard yards pay off.
By Michelle Warner
BIO:
Michelle Warner is a storyteller with jet fuel in her veins, the sort of woman who could turn a long-haul delay into a lesson in patience and prose. She began her career in media publications, learning the craft of sharp sentences and honest storytelling, before trading deadlines for departures as a flight attendant with several major airlines. Years spent at thirty thousand feet gave her a keen eye for human nature and a deep affection for the grace and grit of travellers everywhere.
Now happily grounded, Michelle has returned to her first love, writing, with the same composure she once brought to a turbulent cabin. Her work combines an editor’s precision with a traveller’s curiosity, weaving vivid scenes and subtle humour into stories that honour the golden age of travel writing. Every line is a small act of civility, polished, poised, and unmistakably human.
