This Content Is Only For Subscribers
Tourism and Hospitality Minister Louise Upston has welcomed the release of new data providing insight into how and why New Zealanders travel domestically.
The first wave of the new Domestic Visitor Survey, released in February, measures peak and off-peak domestic tourism patterns across New Zealand.
“This new survey provides valuable insights into New Zealanders’ domestic travel intentions, behaviours, and experiences,” says Upston.
“Three in five New Zealanders took an overnight trip in the six months to October 2025, and nearly half took a day trip. That’s incredibly useful information for understanding where and how people are choosing to travel.
“Domestic tourism contributes around 60 per cent of total New Zealand tourism expenditure and is essential to many of our regional economies. Insights from this survey will help the tourism industry plan with greater confidence and respond to changing travel patterns across the country.”
The survey was conducted in October and November 2025, capturing data on domestic travel over the previous six months and intentions for the following six months.
“These insights build on the volumes and flow data released late last year to help understand how people move around New Zealand and support local planning and investment,” says Upston.
“Delivering this data within six months ensures the sector has timely, practical insights to support planning and respond to emerging travel trends.”
Key findings include:
- The main reasons for travel were visiting family and friends and relaxing or unwinding
- Trip satisfaction was high, with most travellers satisfied or very satisfied
- More than three-quarters intended to take an overnight trip in the following six months, and more than half intended to take a day trip
- Cost and weather were the main barriers to planned travel
- Planning relied mainly on destination websites, online resources and recommendations from friends and family
Upston says the data complements the recovery of international tourism.
“We’re already seeing a positive resurgence of international visitors coming to our shores post COVID. These new insights will help the industry to maximise our tourism offerings for domestic travellers, encouraging Kiwis to explore more of their backyard.
“As the country’s second-highest export earner, tourism and hospitality has a key role in New Zealand’s economic growth. As a Government, we are committed to ensuring a thriving tourism industry in New Zealand.”
The survey is undertaken by Verian on behalf of the Ministry of Business, Innovation and Employment. Results and interactive charts are available through the Tourism Evidence and Insights Centre.
The next data release is planned for September 2026 and will cover data collected in April 2026.
