The latest International Visitor Survey (IVS) results were released September 4 offering a look at the state of New Zealand’s tourism sector for the June quarter of 2024.
With international tourism now contributing a robust $2.6 billion to the economy—up 17% from the same period in 2023 after adjusting for inflation—the industry is showing promising signs of recovery.
For the year ending June 2024, international tourism has generated a total of $11.6 billion, solidifying its position as New Zealand’s second-highest export earner, trailing only dairy. Adjusted for inflation, this figure stands at 85% of the pre-pandemic levels, translating to approximately $9.4 billion.
Visitor numbers have rebounded to 83% of their 2019 levels, highlighting the sector’s resilience and ability to adapt in the post-pandemic landscape. This resurgence is largely driven by an increase in high-spending visitors, particularly from countries like China and those traveling for leisure or business. In addition, there has been a decline in lower-spending visitors, such as those from Australia or those visiting family and friends.
Visitors from the United States led the way with the highest median daily spend of $342, representing 94% of pre-pandemic levels. Meanwhile, German tourists topped the charts in terms of total median spend per visitor, reaching $6,563, slightly surpassing pre-pandemic figures.
TIA’s chief executive Rebecca Ingram says “The data released September 4 shows that there has been an increase for the June quarter. Maintaining our momentum is really important, for businesses right across the industry. With this in mind, our focus at the moment is currently firmly on the New Zealand Tourism Awards, being announced November 6—these are a chance to recognise the people who keep improving on the experiences visitors come here for. These finalists are setting incredibly high standards—and serve as both an inspiration and benchmark for the industry.”
Looking ahead, the impact of the International Visitor Levy (IVL) decision, set to take effect October 1 remains to be seen. TIA has pledged to continue supporting its members through the transition, ensuring that concerns are addressed and that the industry’s voice is heard.
