NZ tourism surges on strong growth in Chinese visitors

Overseas visitor arrivals to New Zealand have hit a high, with the major Chinese market boosting the pillar tourism sector as it recovers post-pandemic, according to latest industry analysis.

There were 3.67 million overseas arrivals to New Zealand in the year ending June 2026, a 9 percent increase year-on-year, statistics released on Aug 14 from the country's data agency showed.

Visitors from Australia and China made up more than two-thirds of the increase, with about 315,400 Chinese arrivals, or a rise of 67,000 visits year-on-year, according to the agency.

New Zealand's Tourism and Hospitality Minister Louise Upston told China Daily that visitor numbers from China "have been growing strongly and are making an important contribution to the ongoing growth of New Zealand's tourism sector".

"As one of our most important international visitor markets, the government has taken a number of steps to encourage more visitors from China, including additional funding for international marketing activity and a visa waiver trial for eligible Chinese travelers arriving from Australia," Upston said.

"New Zealand's natural landscapes and welcoming hospitality continue to make us an attractive destination for Chinese visitors. Many travelers from China are looking to connect with nature, relax and recharge, experience our stunning scenery, and enjoy local cuisine," she said.

Travel preferences in China are evolving, with more people choosing independent, interest-led travel rather than traditional group tours, she added.

New Zealand's post-pandemic tourism recovery is maintaining momentum, with international visitor arrivals for June alone reaching 95 percent of 2019 levels for the same period, Upston said in a statement, adding that the country is "making strong progress toward our goal of a full recovery in visitor numbers".

Rene de Monchy, chief executive of Tourism New Zealand, said achieving the arrivals goal is a significant moment for the country and "reflects the strength of international demand" for it.

"A year ago, many commentators expected recovery to take until the second half of 2027. Reaching 3.7 million arrivals ahead of that time frame shows the strength of New Zealand's appeal and the impact of focused international marketing, aviation connectivity, industry partnerships and trade activity," de Monchy said.

Hitting the arrivals mark "gives New Zealand strong momentum as we look ahead", he said, adding that the country remains focused on growing high-quality demand and supporting the sector to reach 3.9 million arrivals by June 2027.

Limited impact

As tensions in the Middle East strain global fuel and supply chains, extending to international travel and other major sectors, Minister Upston said "the impact on inbound tourism has been limited and airline capacity remains stable", given that New Zealand was not in its peak summer arrival season when the conflict began on Feb 28.

"International arrivals in June 2026 were up 8 percent compared with the same period last year, and provisional arrival data for July and August suggest this level of growth is continuing," she said.

"Tourism businesses across New Zealand are managing higher operating costs where possible, and New Zealand remains open and welcoming to international visitors," she said.

"The government is closely monitoring arrival trends and continuing to engage with the tourism sector to understand and respond to any emerging impacts."

Alan Wang, who manages a travel agency in Auckland, said more Chinese tourists are filling up itineraries in New Zealand.

"Young travelers especially are using online channels to fuel their interest for this destination, which continues to attract these visitors with its natural beauty, quality produce, unique culture, warm hospitality and visa-friendly policies," he said.

alexishooi@chinadaily.com.cn