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From TikTok-inspired itineraries to travellers prioritising wellness, local culture and unique lifetime experiences, younger international visitors are re branding what tourism in New Zealand looks like.
As Kiwi Experience launches its new 15-night ‘Cheese Roll’ tour, general manager Lucy Haslam says modern travellers are arriving with very different expectations than they did even a decade ago.
“Years ago, people would arrive in New Zealand with a Lonely Planet or Rough Guide tucked into their backpack,” Lucy says. “Today, there’s almost too much information available through the likes of social media, Google reviews, TikTok, Reddit and TripAdvisor.”
Lucy says that shift has created more informed travellers, but also higher expectations around experiences and accommodation.
“Experiences are a huge priority,” she says. “As a business, what we’re increasingly seeing is that travellers want experiences that feel unique and genuinely connected to New Zealand.”
While younger travellers are sometimes portrayed as budget-conscious, Lucy says many are intentionally saving for standout moments.
“People are saving specifically for bucket-list moments – whether that’s heli-hiking, adventure activities or once-in-a-lifetime experiences – and choosing where to spend their money much more intentionally,” she says.
Connection has also become a major driver behind travel decisions, particularly among solo travellers.
“A huge number of our guests are solo travellers, and the social side of travel has become incredibly important,” Lucy says. “People want to meet others, share experiences and feel part of something while they’re here.”
In addition, Lucy says travellers are becoming increasingly interested in wellness, culture and more meaningful engagement with the places they visit.
“Travellers today are generally drinking less, are more health-conscious, and are increasingly interested in local culture, food and understanding the places they’re visiting on a deeper level,” she says.
That desire for authenticity sits at the core of the Cheese Roll tour, which combines major tourism hotspots with smaller regional experiences.
“People don’t travel all the way to New Zealand to have the same experience they could have anywhere else – they want to connect with local culture, local people and the stories behind the places they’re visiting,” Lucy says.
She says Kiwi Experience driver guides play an important role in helping travellers experience the country beyond what they can research online.
“They’re sharing history, local knowledge, hidden gems, where to get the best coffee, and where locals actually go – the kind of insight you don’t necessarily get from researching online for weeks beforehand,” Lucy says.
Regional destinations are also becoming increasingly important in helping visitors connect more deeply with New Zealand.
“Some of the most memorable parts of a New Zealand trip are often the smaller places people may never have discovered on their own,” Lucy says. “Stops like Mahinapua give people the opportunity to experience a very different side of New Zealand and build more meaningful connections with local communities and environments.”
Lucy says tourism operators are also having to adapt to changing travel behaviours, with many visitors now booking later, travelling for shorter periods and wanting more flexibility.
“There’s no longer a ‘one size fits all’ traveller,” she says. “That’s been one of the biggest evolutions for us as a business – creating different travel products to cater to different traveller styles and expectations, from quick two-week highlights trips through to longer, experience-led travel.”
