Strategic Projects

Activating Domestic Tourism

Domestic tourism is worth $24 billion a year to New Zealand’s economy (YE Mar 2019). 

Since COVID-19 closed New Zealand’s borders, domestic tourism has become significantly more important to the industry. TIA is working with the industry to address challenges and maximise opportunities.

Domestic tourism has a big part to play in encouraging regional dispersal and smoothing out seasonality, two of the industry’s thorniest challenges.

Domestic Growth Insight Tool - DGiT

DGiT is an exciting online tool to help tourism organisations boost the value they 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 to 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.

Visit the DGiT website to find out more and access the tool.

Domestic Tourism Insight

These data sources provide a picture of the role domestic tourism plays in New Zealand:

  • Domestic Satisfaction Series – Angus & Associates
    Monitors perceptions of regional travel destinations within New Zealand to meet the needs of the industry. Produced annually.
  • Monthly Regional Tourism Estimates – Ministry of Business, Innovation & Employment 
    The MRTEs measure the expenditure of domestic and international visitors in regions across the country. You can filter the information, e.g. by country of origin, tourism product grouping such as accommodation, passenger transport and retail sales, and by year
  • Tourism Satellite Account – Stats NZ 
    The annual TSA provides a picture of the role tourism plays in New Zealand, including spending by domestic tourism.

Domestic Tourism Reference Group

In 2015, TIA formed a Domestic Tourism Working Group to help New Zealand tourism organisations maximise the value they get from domestic travel.

In response to COVID-19, TIA refocussed the Domestic Tourism Working Group from marketing to an oversight role across the domestic tourism sector.

The Domestic Tourism Reference Group provides TIA with an informed view of the state of domestic tourism in New Zealand, identifying risks and opportunities as well as appropriate responses while the sector settles with a new primarily domestic focus.

This Group includes representatives from the following industry associations, tourism operators and government agencies: 

Industry associations 


Tourism operators 


Government agencies 

Holiday Parks NZ 


Air NZ 


Department of Conservation 

Hospitality NZ 




i-SITE/Tourism NZ 


NZ Automobile Association 




MBIE - Tourism Branch 


NZ Motor Caravan Association 



Ngā Haerenga NCycle Trail  




Regional Tourism NZ 



Tourism Industry Aotearoa


The group meets quarterly and has two main functions: 

  1. To provide an informed view of the state of domestic tourism in NZ. 
  2. To identify significant risks and opportunities in the domestic tourism sector and advise on appropriate responses. 

DGiT is a major initiative by the Domestic Tourism Working Group.