New Zealand’s tourism industry is heading into the next year with renewed confidence, buoyed by rising international visitor numbers, positive summer bookings, and fresh government investment aimed at driving growth beyond peak season.

Tourism leaders say momentum is finally building after years of disruption, but warn the sector must stay politically visible and future-focused as the country moves toward an election year.

Visitor Numbers Climb as Confidence Returns

Tourism New Zealand chief executive René de Monchy says recent month-on-month visitor growth has been encouraging, pointing to a stronger outlook for the upcoming summer season.

“There’s a pretty positive feeling across the sector right now,” de Monchy said, noting that international arrivals are tracking in the right direction and forward bookings are holding up well.

Government figures show total international visitor spending reached $12.3 billion in the year to September, a 5.3 percent increase year-on-year. While still short of pre-pandemic peaks, industry leaders say the recovery is now moving at a steadier pace.

Millions Invested to Attract Visitors Faster

That momentum has been backed by significant government funding.

In April, Tourism New Zealand received a $13.5 million funding boost designed to attract an additional 23,000 international visitors by March 2026, generating an estimated $100 million in extra spending.

Less than two months later, another $13.5 million investment was announced to target 72,000 more visitors from key markets including China, Australia, and the United States over the next few years.

De Monchy said the funding allowed Tourism New Zealand to move faster and create urgency in overseas markets.

“It’s about nudging people who are already thinking about travel to actually book New Zealand,” he said.

Global Campaign Reaches Hundreds of Millions

That funding helped fast-track the launch of Tourism New Zealand’s latest global marketing campaign under the long-running 100% Pure New Zealand brand.

Since launching in June, the campaign has been seen 178 million times across key international markets and has driven more than 300,000 visitors to NewZealand.com, the country’s main tourism planning platform.

The campaign, which cost more than $5 million, focuses on reconnecting travellers with New Zealand’s landscapes, culture, and sense of escape.

“It’s doing its job,” de Monchy said. “It’s priming people and getting them into the planning phase, which is exactly where we want them.”

A $5 Billion Growth Target — Mostly Off-Peak

Tourism New Zealand’s broader strategy, launched in 2024, aims to grow tourism by $5 billion over four years, with a strong push to spread visitors more evenly throughout the year.

Around 70 percent of that growth — $3.5 billion — is expected to come from off-peak travel, easing pressure on infrastructure during summer while improving year-round stability for regional operators.

De Monchy said progress so far suggests the target is achievable.

“I’m confident we’ll get there,” he said.

Industry Optimism — With Regional Differences

Tourism Industry Aotearoa chief executive Rebecca Ingram echoed the optimism, saying forward bookings for summer are looking positive and businesses are beginning to invest again.

She credits a combination of factors: government focus on tourism, targeted marketing, visa setting changes, and major developments such as the upcoming One NZ Stadium in Christchurch.

However, she cautioned the recovery is uneven.

“Some main centres have found this year tougher than parts of the South Island,” Ingram said, adding that domestic travel and business travel remain patchy.

Election Year Raises Stakes for Tourism Policy

With a general election approaching, Ingram said it was critical tourism stayed on the political radar.

The government has set ambitious goals, including doubling the value of tourism exports by 2034, restoring international arrivals to at least 2019 levels, and growing the tourism workforce.

She warned that a change of government must not derail progress already underway.

“We can’t afford to lose focus,” she said. “The decisions we make now shape what tourism looks like in the future.”

Global Uncertainty and New Opportunities

Despite the positive outlook, challenges remain.

Travel remains a discretionary expense, advertising costs are rising, and global competition is fierce. China’s recovery has been slower than hoped, while US travel demand has shown signs of wobbling amid geopolitical uncertainty.

Still, new opportunities are emerging.

Australia, China, and the US currently account for about 60 percent of international visitors, but Tourism New Zealand is looking to diversify.

Markets such as India and South East Asia are seen as medium-term growth opportunities, particularly following new partnerships between Air New Zealand and Air India, which could pave the way for easier travel.

AI, Wellness, and the Future of Travel

Technology is also reshaping how people travel.

According to recent research, around 40 percent of travellers now use artificial intelligence tools to plan trips, from itinerary building to recommendations and translations.

Tourism businesses are being urged to adapt quickly to remain visible in an AI-driven travel world.

At the same time, demand for nature-based and wellness tourism continues to grow — an area where New Zealand is well placed.

“People are looking for experiences that improve their wellbeing,” Ingram said. “That’s a real strength for us.”

A Cautious Optimism

After years of uncertainty, tourism leaders say the sector is finally moving from recovery into growth mode — but only if momentum is maintained.

With funding flowing, bookings rising, and global interest returning, the next year could be a turning point for one of New Zealand’s most important industries.

The challenge now is ensuring optimism turns into lasting resilience.