Research & Helpful Links

There are a range of tourism data sets, reports and market insights available from the Ministry of Business, Innovation and Employment’s (MBIE) Tourism Strategy Group and Tourism New Zealand (TNZ) through their corporate website.

Click on 'more info' to be taken directly to the organisation's tourism research page.

Te Ōhanga Māori 2018 (Released Jan 2021)

BERL has partnered with Te Pūtea Matua, the Reserve Bank of New Zealand, to produce Te Ōhanga Māori 2018, painting a picture of the Māori economy in 2018.The Māori economy is key to the wellbeing of Māori, and is a significant and increasingly important contributor to the wider economy of Aotearoa.

This report was released 28 January 2021.

New Zealand Aotearoa Government Tourism Strategy

The New Zealand-Aotearoa Government Tourism Strategy sets out a more deliberate and active role for government in tourism; te puāwai tonu o Aotearoa i te tupu tonu o te ao tāpoi – to enrich New Zealand-Aotearoa through sustainable tourism growth.

Occupation Outlook

Occupation Outlook is a tool for exploring study and career options, with extensive information on labour supply and demand in over 100 occupations in New Zealand. Occupation Outlook outlines how to enter each role, how many are studying in related fields, how many are employed, and what the average incomes are. It also outlines what are the prospects of getting a job in that occupation once you have completed the qualifications required.

Key Māori Relationships

Are you wanting to build your list of key Māori relationships? Te Puni Kōkiri have a directory of Iwi and Māori Organisations called Te Kāhui Māngai. It includes:

  • Iwi identified in the Māori Fisheries Act 2004
  • Mandated bodies for Treaty of Waitangi settlement purposes - this includes Treaty negotiations and post settlement entities
  • Iwi authorities and hapū groups for the purposes of the Resource Management Act 1991.
  • National and urban Māori organisations
  • Urban and institutional marae

What Kiwis think

Research has shown almost all New Zealanders agree that international tourism is good for the country.

However, 21 per cent think New Zealand attracts too many visitors and most New Zealanders still underestimate the size of the tourism industry.

Tourism New Zealand and Tourism Industry Aotearoa first ran their ‘Mood of the Nation’ survey in November 2015 and have been using it as a ‘sense check’ on how Kiwis are feeling, ever since. The information is being used to help inform the Government and industry on where action is needed.

Promote your event

To promote your event to the tourism and trade industry, there are several places you can do so including:

Rauika, an online events and opportunities calendar of interest to Māori whānau throughout Aotearoa. Click here

Inside Tourism Industry Diary - comprehensive list of travel and trade events. Click here

Eventfinda - lists regional and national events that are open to the public. Click here

Tourism New Zealand events - upcoming events that Tourism New Zealand is hosting or has booked space for both here in New Zealand and offshore, including participation information and how to register. Click here

Te Reo Māori Translators

If you are seeking translations Te Taura Whiri i te Reo Māori have a National Translators and Interpreters Register. The register lists people and their contact details that have been certified under the Māori Language Act 1987 as translators and/or interpreters.

How small businesses can use tech to be more productive

Technology offers huge opportunities for all tourism businesses – not just the big ones. There are many ways you can use tech to help you work smarter, not harder. You might think new technologies are out of your reach – too complicated, too expensive, and too hard to implement. But many small businesses have jumped on the digital technology bandwagon, and they’re reaping the rewards.

“There’s possibly a perception that the tech is complex,” says Callaghan Innovation’s Jonathan Miller. “Our view is that at least some of these technologies are pretty easy to implement, and the investment in them can pay off pretty quickly. I think people need to get comfortable with what technologies are available and what they can do.”

Choosing which technologies to use depends on your strategy. It’s worth thinking about where your business is heading and what you want technology to help with, eg plans to hire a sales person in Australia and the need to collaborate remotely, or to increase online sales next year.

Considering the cost and benefit is important too. There are two main costs: the sticker cost or a subscription dollar amount, and the admin cost – the cost of training and implementation. The benefits can be measured in different ways too, eg achieving a goal, saving time or money, or increasing revenue or profit.

Māori Economy Investor Guide

The Māori Economy Investor Guide offers insights as to how and where potential investors can engage with Māori enterprises, embrace the distinctive global advantages of the Māori economy, and forge strong partnerships for the future.

DGIT - Domestic Tourism Tool

DGiT is an exciting new online tool to help you boost the value you get from domestic tourism. Designed for tourism businesses and regional tourism organisations, it’s free, practical and simple to use.

DGiT identifies which Kiwi leisure travellers you should target, when they want to visit, their motivation for travel, what else they want to do and their preferred type of accommodation. It can also suggest the best way to market to your target audience.

Subscribe to Tourism Publications

Te Tai Kōrero - enewsletter from NZ Māori Tourism. Email Dani to subscribe.

Today's Tourism News - daily enewsletter from Tourism Industry Aotearoa. Click here to subscribe.

Inside Tourism - weekly enewsletter from Nigel Coventry. Email Jay to subscribe.

WāKarere - daily enewsletter from Te Puni Kōkiri. Email Te Puni Kōkiri to be added to the distribution list.

Poutama enewsletter. Click here to subscribe.

Kōkiri - quarterly magazine published by Te Puni Kōkiri. Click here to subscribe to receive your free copy.

Tourism Export Council enewsletter. Email TEC to subscribe.

Tourism New Zealand enewsletter. Click here to subscribe.

Ministry of Business, Innovation and Data - tourism data press releases/reports. Click here to subscribe.

Statistics NZ - tourism data press releases/reports. Click here to subscribe.

Auckland Māori Tourism enewsletter - monthly. Email Jes to subscribe.

The China Weekly Skinny - weekly enewsletter about Chinese consumers. Click here to subscribe.

Accommodation Management Guide. Click here to subscribe.

TravMedia. Click here to subscribe.

Travelinc Memo - twice weekly enewsletter. Click here to subscribe.

Māori Tourism Quarterly

Māori Tourism Quarterly – one of the most consistent messages we receive is the need to interpret data so Māori tourism businesses can better plan, look for opportunities, and identify future markets. We have partnered with BERL to help us do exactly this. Whilst our focus is on Māori tourism it is also important to look more broadly across the sector and economy to provide context.

While we’re pleased about the growth occurring in and for Māori tourism, we’re not yet convinced we are capturing the right data and/or even asking the correct questions. That said, we are light years ahead on where we were in terms of data – so great on one hand and work to do on the other.

This is a resource for you, and an attempt to deliver something that meets your needs, so if you have any suggestions, we’d love to hear from you.

July 2017 Edition of Māori Tourism Quarterly

March 2017 Edition of Māori Tourism Quarterly

October 2016 Edition of Māori Tourism Quarterly

July 2016 Edition of Māori Tourism Quarterly

April 2016 Edition of Māori Tourism Quarterly

New Zealand Tourism Dashboard

The New Zealand Tourism Dashboard is a one-stop shop for all information about tourism. It brings together a range of tourism datasets produced by MBIE and Statistics New Zealand into one easy-to-use tool. Information is presented using dynamic graphs and data tables.

Trade Marketing Guide

Whether you're just getting started in tourism, or have a strong product that you're ready to take offshore, the information  in this document can help you. Find out what you can do to market your tourism business both at home and overseas.

China Market Development

Tourism New Zealand is working to maximise the opportunities available from the growing numbers of Chinese visitors to New Zealand.

Establishing a quality end-to-end travel experience is the core focus for the China Market Development Unit. In place since 2007, the team monitors the quality of tours run as part of the Approved Destination Status (ADS) programme to ensure Chinese visitors enjoy quality holiday experiences in New Zealand, helping to drive the long-term growth of this market.


Tourism Industry Association (TIA) publications

TIA publishes a range of publications to help members keep up to date with opportunities and issues in the tourism industry.

Māori Tourism Capability Assessment Report 2014

This report identifies the development aspirations and needs of Mäori tourism businesses, and identfies how we can collaborate to help those businesses to develop.

Tourism satellite account -MBIE

The Tourism Satellite Account (TSA) provides a picture of the role tourism plays in New Zealand, with information on the changing levels and impact of tourism activity.  It presents information on tourism's contribution to the New Zealand economy in terms of expenditure and employment.

Commercial accommodation monitor - MBIE

The Commercial Accommodation Monitor (CAM) monitors trends in New Zealand's commercial accommodation sector.

Regional Economic Activity Report - MBIE

The Regional Economic Activity Report presents economic data on New Zealand’s 16 regions. It highlights the strengths and challenges each region faces and is a useful tool to support planning at all levels.

Tourism stakeholders will find a section on regional tourism in the 2015 report. This section explores the spend of visitors from domestic and international markets to New Zealand regions. It examines the trends in regional tourism spending and its importance to different regions.

Regional tourism estimates - MBIE

The RTEs provide regional stakeholders with absolute dollar estimates of tourism expenditure at a detailed regional level (i.e. by regional council, territorial authority, visitors’ country of origin and industry).

Regional tourism indicators - MBIE

The regional tourism indicators (RTI) measure the change in level of expenditure of both international and domestic travellers in New Zealand by region.

The data is based on electronic card transactions.


International visitor survey - MBIE

The International Visitor Survey (IVS) measures the travel patterns and expenditure of international visitors to New Zealand. Data includes expenditure, places visited, activities/attractions, accommodation and transport.

Special Interest and Sectors - Tourism New Zealand

Special interest sectors are activities or a travel style that potential visitors have high personal interest or passion for, that drives their travel decision.

For New Zealand, it is about identifying those activities and interests where we can deliver an experience that is a world class standard and that deliver an opportunity that spans multiple core visitor markets.

Country and Market - Tourism New Zealand

Tourism New Zealand conducts a range of research projects across target visitor markets, to gain greater understanding of the markets, and the thinking and behavior of potential travellers. Countries profiled include the United States, United Kingdom, Japan, Germany, China, Australia, Brazil, India, Indonesia, and more.

Statistics New Zealand

Tourism statistics give you information about the tourism industry in New Zealand. Find information about:

  • expenditure by domestic and international visitors
  • contribution to GDP
  • tourism employment
  • arrivals and departures by overseas visitors and New Zealand-resident travellers.

Te Tirohanga Whānui Māori Business Key Insights

Te Tirohanga Whānui is an annual snapshot of the achievements, aspirations and ideas of the Māori business sector, and the pivotal role Māori have in the future prosperity of Aotearoa New Zealand. 

Te Tirohanga Whānui is produced as part of the ANZ Privately-Owned Business Barometer (the Barometer). It is a collaboration between Poutama Trust, the Federation of Māori Authorities, Te Tumu Paeroa, New Zealand Māori Tourism and ANZ. The purpose: to gather, consolidate and share Māori economic intelligence and ultimately help maximise the potential of the Māori economy, and Aotearoa New Zealand as a whole.


NZ Story - Image testing

New Zealand Story has researched consumers in the U.S. to find out what they think of New Zealand. So have a read, have a think, then get out there and start telling your own New Zealand Story.

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