Aotearoa’s tourism industry is on the verge of a full recovery, with international visitor numbers reaching 99 percent of pre-pandemic levels and fresh figures showing strong growth from Australia, China and key Asian markets.
New figures from Stats NZ show 248,700 overseas visitors arrived in New Zealand during August 2026, just shy of the 251,100 recorded in August 2019, before COVID-19 brought international travel to a standstill.
The latest figures represent an increase of 18,400 visitors compared with August last year, providing a significant boost for an industry that remains one of the country’s largest export earners.
Tourism and Hospitality Minister Louise Upston says the results demonstrate that New Zealand is on track to achieve the Government’s target of returning international visitor numbers to at least 2019 levels by the end of 2026.
The recovery comes ahead of the peak summer tourism season, traditionally one of the busiest periods for accommodation providers, hospitality businesses, tourism operators and regional economies.
China recorded the strongest percentage growth among major visitor markets, with arrivals increasing 32 percent compared with August 2025, while visitors from Australia rose 4.9 percent.
Australia remains New Zealand’s largest international tourism market, with a record 125,600 Australian visitors arriving during August.
Taiwan and Singapore also recorded their highest August visitor numbers, while arrivals from the United States, Malaysia, Indonesia and Japan increased.
The Government says tourism is now New Zealand’s second-largest export earner, supporting approximately one in every nine jobs either directly or indirectly.
For Māori tourism operators, the recovery presents opportunities to grow businesses built around cultural experiences, mana whenua storytelling, traditional knowledge, kai Māori, eco-tourism and authentic connections with the whenua.
From Rotorua and Northland to the East Coast and the South Island, stronger international visitor numbers could create additional demand for Māori-owned accommodation, cultural tourism ventures, hospitality businesses and regional tourism experiences.
However, the challenge for the sector will be ensuring that growing visitor numbers translate into sustainable economic returns, particularly for smaller operators and communities outside the major tourism centres.
The latest results also highlight the importance of international air connections, regional infrastructure and investment in tourism experiences as New Zealand competes with other destinations for international travellers.
With summer approaching and international travel continuing to strengthen, the tourism sector is now within reach of a milestone that seemed distant during the border closures and economic disruption of the pandemic.
The Government believes the recovery is evidence that its tourism growth strategy is working, with attention now turning to sustaining momentum and converting rising visitor numbers into jobs, investment and economic opportunities across Aotearoa.
For Māori tourism businesses and regional communities, the opportunity will be to ensure the benefits of that recovery are shared beyond the country’s traditional tourism hotspots.
