NZ is tourism booming — but what do visitors want more of?

Tourism in New Zealand is booming, with international visitors contributing nearly $10 billion to the economy last year.

A Ministry of Business, Innovation and Employment (MBIE) survey shows that Australia, the US and China were the top visitor markets between October and December — contributing $2.7 billion.

Tourists spent on average just over $300 dollars a day, and stayed on average for 10 days, with New Zealand scenery, history and culture being a big reason why people choose to travel.

The Auckland War Memorial Museum Experience Manager Polly Attari says tourists "flock" to the Māori Court, "to see our Māori cultural experience.. where they spend half an hour learning about Māori song, dance, and haka," with tourists at the museum agreeing.

"The Māori artefacts is what I love to see — the indigenous peoples. It means a lot to me to see that," one tourist told 1News.

The latest tourism insight study found many international visitors would have liked to see more Māori culture.

The study finds nearly half of American tourists were travelling to Aotearoa for it's scenery, such as the West Coast Wilderness Trail.

"[There are] lots of campervans with bikes on the back, international tourists are back, domestic out riding the trail too," West Coast Wilderness trail manager Jackie Gurden said.

Cruise ship visits to the country have also played a part. Wellington Zoo had its busiest month in its history in January. SkyCity has reported a 25% increase in patronage at its attractions.

However, with these increases, Aotearoa needs to make sure we are avoiding over tourism.

"It was really bad before Covid and tourism did need to be managed, all the freedom camping, we certainly don't want that to carry on, there needed to be a reset in tourism and I hope that happens," trail manager Gurden said.

Tourism Minister Matt Doocey said tourism needed to be managed with "social license".

"We need to bring communities with us."

Some visitors, however, were just happy to explore.

"We've got two weeks in a rental car, we have no particular plans, we'll see where we end up."