Invest in New Zealand Tourism

Hokitika Gorge West Coast by Fraser Clements

04 September 2019

New Zealand is known internationally for a diverse range of premium experiences and high-value tourism offerings. Existing attractions are experiencing record operating performance, with significant opportunities for further growth centred around Māori culture, adventure, health and wellness and the natural environment.


Trends towards higher-spending, independent travellers are creating potential for investment in enhanced tourism attractions. Average spending on attractions is currently low compared to retail and food and beverage expenditure, leaving room for further growth.

NZTE, in partnership with Tourism New Zealand (TNZ), the Ministry for Business, Innovation and Employment (MBIE) and the Department of Conservation (DOC), is leading the Tourism Attraction Programme (TAP) to maximize visitor spend potential. In support of this initiative, a tourism prospectus has been developed to support you in exploring this opportunity.


This document includes

  • Why invest in NZ Tourism
  • Sector stories focusing on the key trends - Environment, Culture and Heritage, Adventure and Health and Wellness
  • Regional highlights


In addition to this, NZTE, TNZ and MBIE have also invested in the development of the New Zealand Visitor Attraction Forecast, to provide industry investors with a publicly available data forecast across 63 activities. It also encompasses all of New Zealand’s diverse regions where tourism plays an important economic role. Economic forecast experts, Fresh Information developed the 20 million data point forecast for both international and domestic visitors. You can use this link to access the forecast here:

Read the report