The first wave of New Zealand's Domestic Visitor Survey, released in February 2026, provides insights into local travel behaviors and intentions. Tourism Minister Louise Upston has welcomed the data, which highlights strong domestic tourism contributing 60 percent of total expenditure. The survey reveals high travel activity and future plans among New Zealanders.
The Domestic Visitor Survey, conducted in October and November 2025, offers a detailed look at how New Zealanders travel domestically. Covering the six months to October 2025, it found that three in five New Zealanders took an overnight trip, while nearly half took at least one day trip. Looking ahead, over three-quarters of respondents plan an overnight trip in the next six months, and more than half intend a day trip.
Tourism and Hospitality Minister Louise Upston described the results as "a timely window into domestic travel intentions, behaviours and experiences over a six-month period." The survey goes beyond visitor counts to explore motivations, planning habits, and barriers. Primary reasons for trips include visiting family and friends, as well as relaxing and unwinding, emphasizing social and restorative travel.
High satisfaction levels were reported, with most travelers very satisfied or satisfied with their experiences. This suggests that destinations and services are meeting expectations. However, barriers such as cost and weather conditions can deter plans, with rising expenses and variable weather influencing decisions, especially for outdoor activities.
Planning relies on destination websites, online resources, and recommendations from friends and family. The survey, carried out by Verian for the Ministry of Business, Innovation and Employment (MBIE), supports regional planning and investment. Domestic tourism's 60 percent share of expenditure underscores its role in sustaining regional economies, particularly as international recovery continues post-COVID.
Data is available through the Tourism Evidence and Insights Centre, with interactive charts for stakeholders. The next release is set for September 2026, based on April 2026 data, to track trends over time. These insights aim to help operators adapt products, marketing, and infrastructure to align with demand.
