The industry is New Zealand’s biggest export earner, drawing on the country’s culture, natural beauty and varied landscapes to develop unique visitor experiences and build our reputation internationally.
One of New Zealand’s notable successes in the tourism sector has been the development of the adventure tourism industry. This includes AJ Hackett's commercialisation of bungy jumping; the development of the “Zorb” walking sphere, and luge and gondola products, which are also now exported internationally. The development of the jetboating industry is also a success story for New Zealand’s tourism industry.
According to the Tourism Satellite Account 2006, tourism directly and indirectly contributes 8.9 percent of GDP and is one of New Zealand’s largest export industries. It is a major employer, providing over 108,000 full-time equivalent jobs directly and an estimated 74,500 indirectly. The tourism industry is made up of a small number of major public-listed companies and a large number of small to medium enterprises.
The global tourism opportunity
Tourism is a growth industry worldwide, with strong potential despite the current economic climate. Opportunities for New Zealand businesses that draw on areas of growing consumer interest include eco-tourism, the spa and wellness sector, and food and wine tourism.
How NZTE can help tourism businesses
New Zealand Trade and Enterprise (NZTE) focuses on working with the industry to meet demand for quality products and services.
NZTE works with the tourism industry to build capability and lift the quality of the visitor experience so New Zealand can capitalise on growing numbers of international tourists. In addition, it helps tourism businesses identify opportunities to grow internationally and promotes the industry’s strengths in key markets.
To find out more about NZTE’s work in the tourism industry, or to talk with an NZTE representative about participating in initiatives in tourism:
More general information about New Zealand’s tourism industry can also be found via industry bodies that work with NZTE:
