Travel and tourism in New Zealand - statistics & facts
Unlike its iconic, flightless Kiwi bird, thousands of international visitors descend onto New Zealand’s airports each year to explore the island nation’s stunning coastlines, picturesque mountain ranges, and unique wildlife. Despite being a desirable destination, the country’s tourism authority, Tourism New Zealand (TNZ), aspires to attract more visitors outside the high season, which runs from December to February, to establish it as an all-year-round travel hotspot.
Nonetheless, tourism's carbon footprint is causing concern among several locals due to increased pollution levels, pressure on natural resources, and disruption to New Zealand’s natural environment and wildlife. To preserve the environment, New Zealanders would like more measures in place to mitigate tourism’s environmental impacts, including efforts to educate visitors and locals, contributions from tourism operators such as TNZ to environmental initiatives, and limitations on visitors on protected land. In an effort to combat overtourism and promote conservation, the International Visitor Conservation and Tourism Levy (IVL) raised the international tourist tax from 35 to 100 New Zealand dollars in October 2024. Additionally, New Zealand’s government plans to impose fees for international visitors to enter certain beloved natural sites by 2027, to boost conservation funding.
With New Zealand's abundance of unique landscapes and wildlife continuing to draw in visitors from abroad and promote domestic travel, the country’s tourism authority could reach its target of attracting 3.7 million international tourists in the year ending June 2026.
New Zealand's international visitor economy has rebounded
New Zealand’s international arrivals hit an all-time low of around 186,000 in 2021. Since then, overseas visitor numbers have rebounded, with an annual growth rate of five percent in 2025, continuing the positive trend following a surge of over 718 percent in 2023. Visitors from New Zealand’s neighbor, Australia, alongside tourists from the United States and China, comprise the largest international arrival groups. Auckland, the urban heart of the country’s tourism sector, recorded the highest share of international overnight stays by district.What attracts international visitors to New Zealand?
Taking a holiday was the most prevalent reason for entering the country in 2025, with over 1.68 million international vacationers recorded. New Zealand’s landscapes and scenery were the leading factors drawing in international tourists, according to a 2025 survey, with The Hobbit and Lord of the Rings movies a key incentive for over 13 percent of participants. Among the top activities undertaken by international visitors, hiking, swimming, and surfing were the most beloved, as well as boating activities.Outbound tourism breaks records
In 2025, overseas departures from New Zealand exceeded pre-pandemic levels for the first time, with Australia, Fiji, and the United States emerging as the most popular international travel destinations. The primary motivations for going abroad among the country’s outbound travelers were for a vacation or to visit friends or relatives. Alongside Australia and Fiji, the Cook Islands and Indonesia jumped ahead of the U.S. among New Zealand residents heading on an international holiday. Nonetheless, Australia, India, and China topped the destination list for New Zealanders visiting family members or friends.Striking a balance: industry growth versus overtourism prevention
TNZ is committed to fostering industry expansion in line with safeguarding the environment and local communities from adverse tourism impacts. Ensuring stable visitor flows throughout the year to mitigate summertime overcrowding and congestion, and facilitating steady income for New Zealand’s tourism-related businesses, are among its key objectives. Over nine in 10 New Zealanders see tourism as good for the country, with many holding a positive view of the economic and societal benefits, from creating jobs to enabling the improvement and development of facilities and infrastructure.Nonetheless, tourism's carbon footprint is causing concern among several locals due to increased pollution levels, pressure on natural resources, and disruption to New Zealand’s natural environment and wildlife. To preserve the environment, New Zealanders would like more measures in place to mitigate tourism’s environmental impacts, including efforts to educate visitors and locals, contributions from tourism operators such as TNZ to environmental initiatives, and limitations on visitors on protected land. In an effort to combat overtourism and promote conservation, the International Visitor Conservation and Tourism Levy (IVL) raised the international tourist tax from 35 to 100 New Zealand dollars in October 2024. Additionally, New Zealand’s government plans to impose fees for international visitors to enter certain beloved natural sites by 2027, to boost conservation funding.
With New Zealand's abundance of unique landscapes and wildlife continuing to draw in visitors from abroad and promote domestic travel, the country’s tourism authority could reach its target of attracting 3.7 million international tourists in the year ending June 2026.
