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Wellington’s visitor economy is quietly leaning into one of the strongest global trends in tourism: multi-generational travel.
Parents, grandparents, and children are increasingly choosing to experience destinations together — and in Wellington, that means a deliberate focus on accessible attractions, pram-friendly trails, and itineraries that work for families year-round.
Jo Heaton, Tourism and Visitor Economy manager at WellingtonNZ, says the city’s appeal lies in its breadth. “Wellington is a fantastic, family-friendly destination. Our city and the wider region pride themselves on offering a wide variety of activities that cater to families and multi-generational travellers all year round,” she says.
Jo says the trend is evident across school holidays and peak family travel periods. “WellingtonNZ regularly showcases family-friendly experiences across the region through our website and social media channels. Iconic attractions such as the Wellington Cable Car, Te Ara Whānui ki te Rangi Space Place, Zealandia Te Māra a Tāne, Museum of New Zealand Te Papa Tongarewa, Staglands Wildlife Reserve, Wellington Chocolate Factory, and Te Nukuao Wellington Zoo, among others, frequently feature in our family-focused content. This content is often timed to coincide with school holidays,” she says.
A key part of supporting families is designing products that remove stress from the planning process and Jo says this effects both city venues and natural trails. “Our Regional Trails team continues to enhance the trails section on the WellingtonNZ website. An example of a trail that has undergone an accessibility audit is Tane’s Track in the Hutt Valley. A filtering system enables users to easily find trails across the region that match specific requirements or fitness levels, including options suitable for prams and wheelchairs,” she says.
That same commitment extends to Wellington’s venue, Tākina. “Tākina Wellington Convention & Exhibition Centre is fully accessible, with step-free access, accessible restrooms, and amenities designed to accommodate visitors with a wide range of needs. In addition, several exhibitions also offer Sensory Relaxed Viewing Sessions, which allow you to explore the exhibition for 1.5 hours with reduced light and sound stimulation, creating a calmer environment for those who prefer or require a more sensory-friendly experience,” says Jo.
She says WellingtonNZ is actively encouraging families to spread out across the city and into the wider region. “Our website also features a number of dedicated and regularly updated articles designed to support family and multi-generational travel. We continue to prioritise the promotion of accessible tourism offerings that cater to a wide range of ages and abilities.”
That means showing not just the heavy hitters like Te Papa or Zealandia, but also hidden gems in the Hutt Valley and beyond. “Each trail listing provides detailed information, such as length, elevation, estimated time, transport access, and general details about the surrounding area. This helps users of all ages plan their outdoor activities with confidence, and is part of our broader commitment to making the region’s natural spaces more inclusive and welcoming for all.” she says.
