By the numbers: The momentum behind tourism’s recovery
Wednesday, 4 March 2026
New Zealand’s economic recovery might be taking a slow and stumbling path, but the tourism sector is one of the bright spots lighting the way, new Stats NZ data suggests.
Closed borders during the Covid-era lockdown hit the sector particularly hard, but it bottomed out and started its recovery before other sectors.
It has been building back ever since, and the Government has high hopes for the sector as it believes it has the potential to become the country’s biggest export earner – again.
Last month Stats NZ’s overseas arrival figures revealed tourism numbers in December were at 95% of the pre-pandemic level in December 2019.
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Now, Stats NZ's annual tourism satellite data, which covers the year to March 2025, is out, and it’s the most reliable evidence of tourism’s contribution to New Zealand, according to Tourism Industry Aotearoa chief executive Rebecca Ingram.
Here's a by-the-numbers look at what the data tells us about the health of the sector.
$46.6 billion
The total tourism expenditure - from international and domestic visitor spending - over the March 2025 year. It was up 3.3%, or $1.49b on the previous year.
7%
That’s how much international visitor expenditure increased by. It was up $1.2b to $18.1b, and it reflected the increase in overseas arrivals to New Zealand, which were up 4.3% to 3,320,687 people.
Stats NZ noted that international tourism expenditure was now higher than its pre-Covid level.
Tourism and Hospitality Minister Louise Upston said the continued growth in tourism spending showed that people saw real value in coming to New Zealand, and wanted to stay longer and explore more.
$28.5 billion
The amount that domestic tourism generated. That expenditure was up too, but by just 1.0%, or $293 million.
Ingram said it reflected feedback Tourism Industry Aotearoa had received from tourism businesses that Kiwis were being careful with their discretionary spend.
7.7%
The tourism spend meant that directly and indirectly the sector contributed 7.7% to the country’s GDP over the year to March 2025. That figure was the same as in the 2024 year.
But Ingram said tourism was the only export industry that generated GST for the Government, and the total GST paid on purchases by visitors was about $4.39b, up from $4.24b the previous year.
Two
International tourism retained its spot as New Zealand’s second largest export industry - at 17% of total exports.
327,888
The number of jobs directly or indirectly supported by tourism in 2025. That was an increase of 2.8%, or 8874 people, and made the sector one of the country's largest employers.
The biggest contributor to the increase in direct tourism employment was the food and beverage services industry, which rose by 4.4% or 2574 people.
Upston said it meant 1 in 9 people were now employed in the tourism and hospitality industries, and showed the importance that growing tourism had to employment growth.
23,919
The number of tourism business owners in 2025, up from 22,548 the previous year.
Ingram was pleased to see that increase as it was a signal Kiwis were creating and running their own businesses.
“Tourism businesses love what they do, this information shows that this passion translates to more jobs, valuable export earnings and continued growth.”
$55 billion
That’s the amount the sector aims to contribute to the economy by 2030.
Ingram said the sector was well on track to achieve the target, and she was confident next year’s data would paint an even stronger picture.
“Since the period covered by the data, significant effort has been injected into stimulating demand and getting New Zealand tourism back on the map.”
Upston said the data highlighted why the Government was focused on growing the tourism and hospitality sector.
“Increased visitor spending flows directly into our regions, supports local jobs, and creates opportunities for communities and businesses up and down the country.”