Tourism Sentiment Survey

21 May 2026

MBIE

What percentage of New Zealanders feel that tourism benefits New Zealand?

New Zealand benefits from tourism: Tourism continues to be widely supported nationally, with most New Zealanders believing it benefits the country. Visitor numbers are largely seen as appropriate, with some appetite for growth.

Question 2: How much do you agree or disagree with the following statements about tourism (International/Domestic/Total) in New Zealand?

How are New Zealanders engaging with tourism?

Low levels of engagement in many groups: New Zealanders commonly engage with tourism as visitors or workers, but most feel they lack opportunities to influence tourism decisions.

  • Have you worked in, or with, the tourism sector (or business related to the tourism sector) in the past 12 months?

    Nationally more than 1 in 10 New Zealanders have been employed in the tourism sector over the past year.

  • Do you know where you can share any concerns you may have about tourism development in your region?

    Nationally, 83% of New Zealanders have not had the opportunity to share their views on how tourism development should balance community needs & visitor demand.

  • Have you had the opportunity to share your views on how tourism development should balance community needs and visitor demand?

    Nationally, 84% don’t know where they can share any concerns they may have about tourism development in their region.

  • Would you like to be more involved in tourism development decisions in your region?

    Nationally, 27% would like to be more involved in tourism development decisions in their region.




What percentage of New Zealanders feel that tourism benefits their region?

Tourism benefits the regions: Most people feel tourism benefits their region, but perceptions of visitor pressure vary widely, especially in tourism intensive destinations.

Question 13: How much do you agree or disagree that tourism benefits your region?

How do New Zealanders view the benefits and impacts of tourism?

Economic impact positive and clear, but impact on environment mixed: Tourism is strongly associated with economic benefits, but most New Zealanders also identify environmental and community pressures as key downsides.

  • Question 6: community and everyday life in New Zealand?
  • Question 6: New Zealand values and culture?
  • Question 6: the New Zealand economy?
  • Question 6: the natural environment in New Zealand?

Tourism Sentiment Survey

The Tourism Sentiment Survey (TSS) measures New Zealanders’ perceptions of tourism and its impacts at national, regional and destination levels. It captures residents’ overall sentiment towards tourism, along with views on its social, cultural, economic, and environmental effects, and uncovers how people engage with tourism in their local areas.

The survey is conducted after the summer and winter seasons, when visitor activity—and its impacts—are most visible. These seasonal waves provide a clearer, region-specific snapshot of experiences during peak periods, while also building a consistent picture of trends over time.

Funded by the Ministry of Business, Innovation and Employment (MBIE) and delivered by Ipsos, the TSS provides insights to support sustainable tourism decision-making. It fills an important information gap identified by both industry and government for a consistent, regionally relevant measure of tourism sentiment.

Download Tourism Sentiment Survey data

Tourism Sentiment Survey microdata [ZIP, 237 KB]

Download Tourism Sentiment Survey high level results

MBIE Tourism Sentiment Survey: Summer 2025/26 Key Highlights [PDF, 180 KB] MBIE Tourism Sentiment Survey: Summer 2025/26 Report of Findings [PDF, 3.8 MB] MBIE Tourism Sentiments Survey: Summer 2025/26 Questionnaire [PDF, 673 KB] MBIE Tourism Sentiment Survey compared with Views on Tourism [PDF, 252 KB]

Other surveys on the Tourism Evidence and Insights Centre

International Visitor Survey (IVS) rolling annual International Visitor Survey (IVS) quarterly Domestic Visitor Survey (DVS)