NZ tourism’s comeback summer: Why operators are feeling upbeat

Sunday, 23 November 2025

There’s been a controversial investment in the Michelin Guide, a $70 million events funding package, support for regional cycling and wine tasting, and changes to the visa settings.

It’s all part of the Government’s push to make tourism New Zealand’s number one export earner once more - and the sector loves it.

International tourist numbers are still not back at pre-Covid levels, but they are steadily growing. There were 3.43 million tourism arrivals over the year ending September, an increase of 197,000 on the previous year.

That takes tourist numbers to 88% of pre-Covid peaks on an annual basis, with further growth in visitor arrivals each month for the past three months, according to Infometrics. September’s 248,600 arrivals were 95% of September 2019 levels, and the highest monthly share of pre-pandemic levels since Covid, its analysis shows.

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The Post decided to test the temperature of the sector as it comes out of a cost-of-living-steeped winter, and into a summer period in which it is hoping for a further lift in visitors.

Operators report they are pleased with the efforts being made on their behalf and feel this summer will be even better than last year.

Ngāi Tahu

Ngāi Tahu Tourism manages nine tourism businesses across the country, including The Dark Sky Project, Shotover Jet, All Blacks Experience, Hollyford Wilderness Experience, Franz Josef Glacier Guides, and National Kiwi Hatchery.

The company’s general manager, Jolanda Cave, says forward bookings for summer are tracking well across most of their tourism experiences, and they’ve seen a significant boost in international visitors compared to the same period last year.

“We’re expecting a solid season, similar to last year, but with growth from markets that have been slower to return since Covid, such as China. Australia continues to be a strong and reliable market for us, and we’re seeing encouraging momentum from the US and Canada.”

Local infrastructure is gearing up for a boom, she says. “Christchurch Airport is preparing for record-breaking international passenger arrivals this summer, up 15% on last season. Airlines are rapidly expanding flight options, setting the stage for one of the busiest summers in years.”

Some of the Government’s initiatives will help drive immediate benefits, but importantly for Ngāi Tahu, there is also signalling around longer-term planning, market development, and how we collectively tell the “New Zealand tourism” story, she says.

“One of the most important things we can do as an industry is maintaining a clear understanding of our shared New Zealand Inc brand, and presenting that story consistently. When we do that well, everyone benefits.”

In addition to NZ Inc, the added attraction of connecting visitors with te ao Māori and nature in authentic ways is having an impact.

“Demand for our high-quality experiences remains strong. Our priority is ensuring we deliver unforgettable experiences for our manuhiri, grounded in Ngāi Tahu stories, values, and connection to place.”

Te Puia

The same drive exists for iwi-owned Rotorua tourism attraction, Te Puia, a 63-hectare geothermal and cultural attraction that incorporates the New Zealand Māori Arts and Craft Institute.

Te Puia general manager sales and marketing Sean Marsh says they made the most of the winter season, and are heading into summer on a solid footing, without a hole to fill, and with great forward bookings.

Tourism in Rotorua has benefited from the lakefront revamp, the openings of the Wai Ariki Hot Springs and Spa, the Redwoods glowworms, and Te Puia’s own Mārama geyser light trail, he says.

“It’s reinvigorated Rotorua as a destination, so looking ahead to this season we have essentially doubled our capacity via initiatives such as events with cultural experiences and dining. Now, our loadings are ahead of where they were last year.

“We think we’ll have a great summer. And the impact of that extends beyond attractions and hospitality, it has a broad economic effect on all the businesses that support tourism.”

That is why tourism campaigns such as RotoruaNZ’s two recently announced international ones, are so critical, he says.

“They prime visitor source markets with demand for what operators offer, and with solid airline capacity they can make a tangible difference.

“Government funding has been helpful in this space, as has greater collaboration between airlines, travel platforms, regions, and airports. It enables us to leverage off each other's investment, and work more effectively.”

Te Puia is focused on ensuring it does not put all its eggs in one basket and that its portfolio is balanced, and that it manages its flow and capacity well, Marsh says.

“We are excited to see what the future holds in growth markets such as India and China as there is much potential there.

“Also, we want to ensure our visitors connect with our experiences, and their values align with ours as if that’s the case they will stay longer, and share their experiences in a positive light.”

Zealandia

Wellington’s eco-sanctuary Zealandia is a high-profile example of a successful regenerative tourism operation. Zealandia commercial operations manager Sally Attfield says the attraction’s expectation is for the summer season to be slightly ahead of the previous year.

“Forward bookings are strong, but there is still capacity available across a range of our tour products. While the number of cruise calls in Wellington this season is lower than previous years, the support from this market is still there.”

Unlike Christchurch, the capital is suffering some mismatch between arrivals and available infrastructure and transportation.

“Current challenges are reflective of those of Wellington as a whole, such as the amount of airline capacity and the reliability of the Cook Strait connections,” Attfield says.

But the winter season was relatively strong for Zealandia, and the tourism industry had consistently shown its resilience and ability to adapt through many crises.

“Going forward, the outlook overall is positive. There are opportunities, and market diversification is there in the return of travellers from Europe, the UK and Australia, and numbers from less traditional markets, such as China, are picking up.

“It gives us such a wonderful opportunity to showcase the unique biodiversity of both Wellington and Zealandia – and to spread the word internationally about conservation.”

Auckland Sea Kayaks

Auckland Sea Kayaks specialises in marine-based tourism and education with guided tours around the Hauraki Gulf. The company’s owner, Nic Mead, says summer demand is tracking well across international and domestic markets, and the business was expecting a 10% lift in their numbers from last year.

Mead and his team have worked hard to refine the offering - launching new products, and investing heavily in marketing over the last 24 months which he says is now paying dividends.

“We’ve brought on more staff, we’re investing in more gear, and we’ve got strong resources behind us - we’re ready for a good summer.”

The Government has signalled big aspirations around doubling tourism revenue in a relatively short period of time, but its primary role is to market New Zealand internationally, and it's doing that well, he says.

“If the Government continues strong international marketing, attracts high-quality or high-spending visitors, and keeps international airline connections open and competitive, that absolutely helps the industry.”

While the sector might still be a little low on the domestic tourism side, Mead is confident it will see continued growth on the international front, and says tourism is in a “really strong space”.

“It has solid backing from the central Government, and we’re fortunate to have high-quality tourism experiences right across New Zealand. It’s an incredibly effective way of bringing visitors, and foreign revenue, into the regions.”

Tourism Industry Aotearoa

Tourism Industry Aotearoa chief executive Rebecca Ingram agrees, saying concerted efforts that have been made to market New Zealand overseas, and enable more people to holiday here, are bearing fruit.

International tourist numbers had plateaued over the last year, but the weekly provisional figures now show an improving trend line, she says.

“Industry efforts and collaboration with the Government has played a big part, while Tourism NZ’s funding boost has allowed us to get out into the world and really promote the country.”

The Government is counting on the tourism industry to be a key player in New Zealand’s economic recovery. Prime Minister Christopher Luxon and Tourism Minister Louise Upston believe the sector can, once again, become the country’s number one export earner.

The sector believes it too, with a recent TIA survey of members finding 86% are optimistic about the coming year, up from 76% at the same time last year.

“Members tell us they are seeing good forward bookings for the summer, and feeling better about the outlook. There’s momentum in the industry, and more confidence,” Ingram says.

A number of factors are driving it, including the government’s tourism package and visa changes, airline connectivity improvements, and the upcoming openings of Auckland’s new conference centre and Christchurch’s stadium.

“Operators do face challenges, such as cost pressures and weather related events, but we are confident the industry will keep building on the momentum, and leave operators better placed to plan more investment and recruitment.”