Tourism in New Zealand

Milford Sound, one of New Zealand's most popular tourist destinations.^[1]

Hills above the Whanganui River

Bungee jumping has become a popular activity in the resort town of Queenstown.

Sea-kayaking from Hahei

Tourism in New Zealand comprised an important sector of the national economy – tourism directly contributed NZ$16.2 billion (or 5.8%) of the country's GDP in the year ended March 2019.^[2] As of 2016^[update] tourism supported 188,000 full-time-equivalent jobs (nearly 7.5% of New Zealand's workforce). The flow-on effects of tourism indirectly contributed a further 4.3% of GDP (or NZ$9.8 billion). Despite the country's geographical isolation, spending by international tourists accounted for 17.1% of New Zealand's export earnings (nearly NZ$12 billion). International and domestic tourism contributed, in total, NZ$34 billion to New Zealand's economy every year as of 2017^[update].^[3]

New Zealand markets itself abroad as a "clean, green" adventure-playground (Tourism New Zealand's main marketing slogan, "100% Pure New Zealand", reflects this), emphasising as typical tourist destinations nature areas such as Milford Sound, Abel Tasman National Park and the Tongariro Alpine Crossing; while activities such as bungee jumping or whale watching exemplify typical tourist attractions, marketed primarily to individual and small-group travellers. Australia provides by far the largest group of New Zealand's international tourists (about 45%), due to its close proximity (three to four hours by plane) and traditional good relations. Mainland China, the United States and the United Kingdom are the next three largest markets.

The vast majority of international tourist arrivals to New Zealand come through Auckland Airport, which handled 11.5 million international passengers in 2019^[update].^[5] Two per cent of visitors arrived by sea as of 2009^[update].^[6] Many international tourists spend time in Auckland, Christchurch, Queenstown, Rotorua, and Wellington.^[7] Other high-profile destinations include the Bay of Islands, the Waitomo Caves, Aoraki / Mount Cook, and Milford Sound. Many tourists travel considerable distances through the country during their stays, typically using coach lines or hired cars. Though some destinations have seasonal specialities (for winter sports, for example), New Zealand's southern-hemisphere location offers attractions for off-peak northern-hemisphere tourists chasing or avoiding certain seasons. In June 2018 the New Zealand government announced the imposition of a "tourist tax" of around NZ$25 to NZ$35 for international visitors, excluding Australians, many Pacific islanders, and young children. It planned to implement this taxation in 2019 through a newly proposed electronic travel-registration process.^[8][9]

The interaction of the demands of international tourism and aspects of New Zealand's self-perceived national character (such as individualism and classless egalitarianism^[10]) can entail contradictions.^{[11][improper synthesis?]}