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New Zealand Travel Industry On Notice: Powerful New Survey Unmasks Local Holiday Trends That Could Make Or Break Destinations
A clearer picture of how people travel within New Zealand has been provided through the first wave of the new Domestic Visitor Survey, and the results are already being seen as a powerful tool for the tourism sector. The data, released in February, has been welcomed by Tourism and Hospitality Minister Louise Upston as a timely window into domestic travel intentions, behaviours and experiences over a six‑month period. The survey has been designed to go beyond simple visitor counts and to give tourism operators and regional planners a richer understanding of why trips are taken, how they are planned and what might be holding people back.
The insights have arrived at a crucial moment. Domestic tourism contributes around 60 percent of total tourism expenditure in New Zealand, and it plays a vital role in sustaining many regional economies that depend on local and intrastate visitors as much as, or more than, overseas guests. By offering a more detailed view of how New Zealanders are travelling at both peak and off‑peak times, the survey is expected to help the industry adapt products, marketing and infrastructure to align with real demand rather than assumptions.
Strong appetite for domestic trips
One of the clearest messages from the survey is that New Zealanders are actively exploring their own country. In the six months to October 2025, three in five New Zealanders were recorded as having taken an overnight trip, while nearly half took at least one day trip. This level of activity indicates that domestic travel continues to sit at the heart of people’s lifestyles, whether for short breaks, weekends away or simple day excursions.
The survey was conducted in October and November 2025 and captured both recent travel and intentions for the months ahead. Looking forward, over three‑quarters of respondents signalled an intention to take an overnight trip in the following six months, and more than half intended to take a day trip. For tourism businesses and regions, this forward‑looking component provides reassurance that local travel demand is expected to remain robust, creating an opportunity to tailor offers and campaigns to capture that interest.
Trip satisfaction emerged as another encouraging indicator. Most travellers reported being satisfied or very satisfied with their recent domestic travel experiences. High satisfaction levels suggest that destinations, operators and supporting services such as transport and hospitality are generally meeting expectations, giving the sector a strong foundation to build on.
Why New Zealanders are travelling
The survey has also shed light on the motivations behind domestic trips. The main reasons for recent travel were identified as visiting family and friends and taking time to relax and unwind. This pattern reflects a mix of social and restorative travel, where people are prioritising reconnection, rest and simple enjoyment over more transactional or obligation‑driven journeys.
For regional tourism organisations and operators, these motivations point towards the importance of experiences that support slow travel, meaningful time together and stress‑free breaks. Accommodation that feels welcoming, nature‑based activities, local food, accessible walking tracks and calm coastal or rural escapes can all be shaped and promoted with these needs in mind. The survey results suggest that domestic travellers are not only interested in ticking off iconic sights, but also in using travel as a way to maintain relationships and personal wellbeing.
Barriers and planning habits that shape trips
While the appetite for travel is strong, the survey has also highlighted barriers that can hold people back from following through on their plans. Cost and weather conditions were identified as key obstacles to intended trips. Rising living expenses, transport costs and accommodation prices can cause travellers to postpone or shorten journeys, while New Zealand’s variable weather can influence when and where people are willing to go, particularly for outdoor‑focused holidays.
These findings offer practical guidance for the tourism sector. By providing flexible pricing, off‑peak deals, package offers and clear cancellation or change policies, operators can help reduce the perceived financial risk of booking. Similarly, promoting weather‑resilient experiences, such as indoor attractions, hot pools, museums, food trails or covered activities, can make destinations feel appealing even when conditions are uncertain.
The survey has also revealed how people are planning their trips. Destination websites and online resources are playing a central role, along with recommendations from friends and family. This combination of digital research and word‑of‑mouth influence reinforces the importance of maintaining up‑to‑date, user‑friendly online information and encouraging positive sharing of experiences through social channels and personal networks. For tourism operators, visibility on official regional platforms and strong reputations with past guests are both critical.
Data to guide regional planning and investment
The Domestic Visitor Survey has been positioned as a key part of a broader evidence base for tourism. The insights build on volumes and flow data released late in the previous year, creating a more complete picture of how visitors move around New Zealand. By delivering this information within six months of collection, the survey is providing timely, practical insights that can be used to support planning, product development and investment decisions.
Regional councils, economic development agencies and destination management organisations can use the findings to identify which types of trips are most common, which demographics are most active and where gaps may exist in supply. For example, if strong demand for short, relaxing breaks is being recorded in certain regions, but limited accommodation or experience options are available, investment can be directed to close that gap. Likewise, if certain areas are seeing lower satisfaction or reduced intention to return, targeted improvements to infrastructure, visitor information or service quality can be prioritised.
As tourism and hospitality hold the position of New Zealand’s second‑highest export earner, the health of the industry is closely linked to national economic growth. The survey is therefore being treated not just as an academic exercise but as a practical tool that supports the goal of maintaining a thriving and resilient tourism sector.
Strengthening domestic tourism alongside international recovery
Minister Louise Upston has emphasised that these domestic insights are arriving at a time when international tourism is also recovering. A positive resurgence of overseas visitors has been observed in the post‑covid period, and the combination of strong local travel and returning international markets is being viewed as a foundation for renewed growth. The new survey findings are expected to help the industry maximise its offerings for New Zealanders, ensuring that domestic travellers continue to be encouraged to explore more of their own backyard rather than looking offshore for every trip.
Domestic tourism’s substantial share of total expenditure underscores its role as a stabilising force. When international flows fluctuate due to global events, local travellers often provide vital support to accommodation providers, attractions, transport operators and hospitality businesses. Understanding how these travellers think and act, and responding to that understanding, is therefore central to long‑term resilience.
The survey itself is being carried out by Verian on behalf of the Ministry of Business, Innovation and Employment, and the key results are being made available through the Tourism Evidence and Insights Centre. Interactive charts and detailed breakdowns are being provided so that industry stakeholders can explore the data in ways that are most relevant to their own region or market segment. The next data release is planned for September 2026 and will be based on information collected in the April 2026 survey, allowing trends over time to be tracked.
Looking ahead: better decisions through better insights
As new waves of data are released, the Domestic Visitor Survey is expected to become a cornerstone of tourism planning in New Zealand. With each update, operators and destinations will gain a clearer sense of evolving travel preferences, budgets, barriers and satisfaction levels. Campaigns can be better targeted, itineraries can be refined, and infrastructure investments can be more closely aligned with what New Zealanders actually want from their travels.
For travellers, the indirect benefits are likely to appear in the form of more tailored experiences, improved visitor information, smoother planning tools and offerings that feel more in tune with real needs and constraints. For the industry and the wider economy, the survey is providing the kind of detailed domestic tourism intelligence that can help ensure that the sector remains strong, adaptable and ready to serve both local and international visitors in the years ahead.
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