New Zealand targets doubling of tourism exports by 2034

New Zealand is implementing a strategic vision to double its tourism exports by 2034. The Ministry of Business, Innovation and Employment has released the Tourism Policy Statement, a framework designed to align government and industry players to support sustainable growth while protecting the nation’s natural landscapes and cultural identity.

To support this roadmap, the government is establishing a Tourism Leadership Group. This body will provide expert advice to the Tourism and Hospitality Minister on sector challenges and priorities, drawing expertise from aviation, hospitality, and regional tourism.

Recent data indicates that international visitor numbers are nearing pre-pandemic levels. In August 2026, overseas arrivals reached 99 percent of the levels recorded in August 2019. Tourism and Hospitality Minister Louise Upston noted significant growth from several markets, including a 32 percent increase in visitors from China and record arrivals from Australia, Taiwan, and Singapore. Tourism remains New Zealand’s second-largest export earner, supporting approximately one in nine jobs nationwide.