A recent survey reveals that more than half of New Zealanders are unaware that tourism is the country’s biggest export earner, and many are unclear about the number of tourists visiting each year.
The Mood of Nation Research, released in collaboration between Tourism New Zealand and Tourism Industry Aotearoa (TIA), surveyed over 1,000 people nationwide to gauge public perception of international tourism. The results indicate that while 95 percent of respondents recognize the benefits of tourism, only 18 percent could correctly estimate the annual number of tourists, which is approximately 3.8 million. This figure marks a decline from 26 percent in March of the same year.
TIA Chief Executive Chris Roberts noted that despite ongoing efforts to improve public understanding of tourism’s economic impact, significant gaps remain. He emphasized the importance of spreading tourism benefits across all communities, protecting the environment, and ensuring a positive experience for visitors.
However, concerns about tourism’s impact are growing. The top worries for New Zealanders include pressure on infrastructure, accommodation shortages, environmental degradation, and increased traffic congestion. Nearly half (47 percent) of those surveyed believe the projected growth in international tourism is too high, reflecting a three percent increase from the previous year.
By 2025, New Zealand’s tourism industry aims to generate an annual revenue of $41 billion, a modest increase from its current valuation of $39.1 billion. Despite this ambitious target, only 10 percent of New Zealanders are aware that tourism is the nation’s leading export earner.
Roberts acknowledged the need for more action from both the government and the industry to address tourism pressures. He highlighted ongoing initiatives like the Tiaki – Care for New Zealand and Responsible Camping campaigns, which promote sustainable tourism practices.
Tourism New Zealand Chief Executive Stephen England-Hall also emphasized the industry’s efforts to ensure that tourism contributes more to the country than it takes away. As the peak visitor season approaches, he noted that New Zealanders appreciate the broader benefits tourism brings to their communities, including job creation, improved local services, and economic growth.
Despite these positives, the perception that tourism exerts too much pressure has stabilized at 39 percent, following a significant increase from 18 percent to 40 percent between December 2015 and November of the previous year. Regions like Queenstown and Auckland are seen as particularly strained, while other areas are eager to attract more international visitors.
England-Hall pointed to initiatives like the Provincial Growth Fund and the Tourism Infrastructure Fund as examples of how the industry and government are working to alleviate pressure in certain regions. These efforts, he said, are already making a difference on the ground.
While New Zealanders largely see tourism as a positive force, there is a need for greater awareness of its economic significance and more concerted efforts to manage its impact on infrastructure, the environment, and local communities. With targeted initiatives and continued collaboration between the government and industry, New Zealand aims to balance the benefits and challenges of its thriving tourism sector.
