New Zealand Tourism on the Rise as International Arrivals Surge by 7.5%

New Zealand’s tourism sector continues to rebound strongly, with new data showing a marked increase in international visitor arrivals and growing optimism within the industry. Tourism and Hospitality Minister Louise Upston says the figures signal healthy momentum toward pre-pandemic recovery levels and reaffirm the vital role of tourism in the country’s broader economic strategy.

Strong Growth and Renewed Confidence

According to the latest International Travel and Migration (ITM) data from Statistics New Zealand, 230,300 international visitors arrived in August 2025 — an impressive 7.5% increase from the same month last year. Of these, 52% were visitors from Australia, 9% from China, and 5% from the United States.

“These numbers are encouraging and show that our tourism recovery plan is working,” Minister Upston said. “With summer approaching, we are well on track to return to pre-COVID levels, currently sitting at 88% of December 2019 visitor numbers.”

The rise in arrivals has had a tangible impact across the economy, filling restaurants, hotels, and tourist attractions throughout the country. “More visitors mean more jobs, more local spending, and stronger regional economies,” Upston added.

Industry Optimism at Record Highs

The positive trends in visitor numbers are matched by renewed business confidence. A recent Tourism Industry Association survey found that 86% of tourism operators feel optimistic about the year ahead — an 11% increase compared to 2024. This optimism reflects stronger booking rates, improved cash flow, and consistent demand from key markets, particularly Australia and Asia.

Industry leaders have attributed the turnaround to government efforts to strengthen tourism marketing, diversify visitor experiences, and streamline visa processes for key source markets. Many regional tourism operators are also reporting higher occupancy rates and forward bookings extending into early 2026.

Government Commitment to Sustainable Growth

Tourism remains New Zealand’s second-highest export earner, generating billions in annual revenue and supporting tens of thousands of jobs. The Government has emphasized that its approach to rebuilding the sector is not just about recovery but also about ensuring long-term sustainability.

“Our goal is to create a more resilient and future-focused tourism industry — one that benefits local communities, protects our environment, and delivers high-quality experiences to visitors,” said Upston.

In 2025, the Government has made several strategic investments to strengthen the sector. These include increased funding for regional tourism infrastructure, marketing campaigns to attract long-haul travelers, and initiatives to promote lesser-known destinations beyond major urban centers. The focus is also on supporting Māori tourism enterprises and encouraging eco-friendly tourism practices to align with New Zealand’s sustainability goals.

Looking Ahead

With international confidence in New Zealand as a travel destination continuing to rise, the outlook for the country’s tourism and hospitality industries remains bright. The combination of strong visitor growth, improved business sentiment, and targeted government support signals a new phase of expansion.

Minister Upston said the Government’s efforts are paying off: “We’re seeing more full tables in restaurants, more bookings in hotels, and more people experiencing the best of what New Zealand has to offer. The energy and optimism across the sector are exactly what we need as we move into the summer season.”

As the world’s travelers rediscover New Zealand, the country is positioning itself not only to reclaim its pre-pandemic status as a top global destination but to emerge stronger, more connected, and more sustainable than ever before.