New Zealand Tourism Rise : Surge in Australian Tourists, Boosting Tourism in Auckland and Queenstown

New Zealand’s thriving tourism growth, largely due to Australian visitors, continues to develop strongly. Statistics from Stats NZ show that Australian visitors logged a 12% increase in arrivals from last year. The growth in Australian tourism, together with other international destinations, illustrates the effectiveness of New Zealand’s tourism marketing and is a major milestone in the post-COVID recovery of the tourism sector.

A Significant Increase in Australian Visitors to New Zealand

Tourism and Hospitality Minister Louise Upston welcomed the new data, celebrating the continued growth in New Zealand’s overseas visitor numbers. For the September 2025 year, Australia contributed 1.48 million visitors to New Zealand, up from 1.33 million the previous year. This represents an increase of 153,500, or 12%, demonstrating a strong recovery and the continued importance of Australian tourists to the New Zealand tourism economy.

The growth of Australian visitors is particularly significant because Australia has traditionally been New Zealand’s largest source of international tourists. Minister Upston highlighted that this is the second-highest number of Australian visitors ever recorded for a September year, trailing only 2019. She attributed this success to a variety of factors, including the increased availability of trans-Tasman flights and the effectiveness of Tourism New Zealand’s Everyone Must Go campaign, which has encouraged more Australians to visit.

Tourism New Zealand’s Campaigns Boost Australian Travel

The impact of Tourism New Zealand’s Everyone Must Go campaign cannot be overstated. The campaign, which was designed to reignite Australian travel to New Zealand, has clearly paid off. Australians have embraced the opportunity to travel, resulting in a significant uptick in visitor numbers. The campaign has successfully captured the attention of the Australian market, reminding travelers of the beauty, diversity, and hospitality that New Zealand offers.

In addition to the marketing campaign, the increase in trans-Tasman flights has made travel between the two countries easier and more affordable, further contributing to the growth in Australian visitors. This increased accessibility has not only benefited major cities like Auckland but also smaller regional areas, bringing tourism revenue to a wider range of destinations across the country.

Overall Growth in International Visitor Arrivals

While Australia remains the dominant market, New Zealand has also seen growth in visitors from other international markets. In total, New Zealand welcomed 248,600 international visitors in September 2025, marking an increase of 21,700 compared to the same period in 2024. This broad-based growth indicates that New Zealand’s tourism industry is recovering well and becoming more diverse in terms of its visitor base.

The U.S. market saw the most notable growth among other countries, with an increase of 21,000 visitors, bringing the total to 381,000 for the year. The United Kingdom also saw a rise of 20,000 visitors, reaching 190,000, while Japan’s numbers grew by 10,000 to 74,000. Although Chinese visitor numbers remained relatively steady at 246,100, this stability is a positive sign given the economic challenges that have affected Chinese outbound travel in recent years.

Record Visitor Numbers for Queenstown and Christchurch

Among New Zealand’s key tourism destinations, Queenstown and Christchurch have seen record-breaking visitor numbers for this time of year. These two cities, known for their natural beauty and adventure tourism offerings, are benefiting from the increase in international arrivals. Queenstown, in particular, has long been a favorite destination for tourists seeking outdoor adventures, luxury travel, and scenic landscapes, while Christchurch has become increasingly popular for its cultural experiences and gateway to the South Island.

Minister Upston emphasized that these record numbers for Queenstown and Christchurch reflect the broader success of New Zealand’s tourism recovery and the sector’s ability to attract a wide range of international visitors. The growth in these regions is also an indication that tourists are spreading out beyond Auckland and Wellington, which are typically the most visited cities, contributing to a more balanced tourism economy across the country.

Accommodation Demand Soars as Summer Season Approaches

The increase in international visitors has led to rising demand for accommodation, particularly in popular tourist hubs like Auckland. Minister Upston pointed out that accommodation in Auckland is expected to reach full occupancy next week, with Tātaki Auckland Unlimited estimating that the city will see 80-85% occupancy during the summer period. This demand for accommodation reflects the broader trend of increasing travel to New Zealand and highlights the positive economic impact that tourism has on the country’s hospitality sector.

As New Zealand prepares for the peak summer season, the tourism sector is poised to benefit from both returning and new visitors. The demand for accommodation is also a positive sign for local businesses, including hotels, restaurants, and tour operators, who stand to gain from the influx of tourists. The summer season, traditionally a busy period for New Zealand tourism, is expected to bring even more visitors, contributing to the continued growth of the sector.

Government Initiatives Fuel Tourism Recovery

Minister Upston credited the New Zealand government’s proactive approach to tourism recovery for much of the industry’s success. At the beginning of 2025, the government launched a Tourism Boost package, developed in collaboration with industry partners, to support immediate growth in visitor numbers. This initiative helped jump-start the tourism sector after the challenges of the pandemic and ensured that New Zealand remained an attractive destination for international travelers.

The government’s continued support for tourism is evident in the September 2025 announcement of a $70 million events and tourism investment package. This funding will help promote New Zealand as a leading international tourism destination, supporting events and activities that draw in visitors and create lasting economic benefits. Furthermore, the recent announcement that New Zealand will be welcoming the Michelin Guide to its shores highlights the country’s commitment to elevating its tourism offerings and showcasing its world-class food and wine scene.

Aiming for Long-Term Growth and Success

Looking ahead, the New Zealand government’s goal is to double the value of international tourism by 2034. With continued investment in tourism infrastructure, marketing campaigns, and partnerships with the private sector, New Zealand is positioning itself as a global tourism leader. The success of the Everyone Must Go campaign, along with the growing number of international visitors, shows that New Zealand’s tourism industry is on the right path to achieving long-term growth and economic success.

Minister Upston expressed her commitment to this vision, saying, “A thriving tourism sector is key to our economic success, and one I’m fully committed to.” The continued growth in visitor numbers, particularly from Australia, is a testament to the effectiveness of New Zealand’s tourism strategies and the country’s ability to draw international visitors looking for a safe, welcoming, and exciting destination.

New Zealand’s Tourism Industry on the Rise

New Zealand’s tourism industry is on the rise. With increasing numbers of visitors from Australia and around the world, New Zealand tourism is focused on continue attracting international visitors. Also, promoting New Zealand’s diverse regions and ensuring the sustainability of tourism will leave New Zealand positioned as one of the world’s most desirable destinations. The work done by the New Zealand government and the successful promotion done by New Zealand tourism will give New Zealand continued growth. The tourism sector is set to continue for the next ten years and beyond.

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