Australia and New Zealand Set to Shatter Tourism in 2026 Versus its Record Tourist Numbers in 2024—Find Out What’s Driving the Surge!
Published on
November 10, 2025
Tourism is a significant contributor to the economies of both Australia and New Zealand. After a tough couple of years marked by the COVID-19 pandemic, the tourism industries in both countries have been showing signs of recovery in 2024. Yet, while both have experienced impressive growth, they are still not quite back to their pre-pandemic peaks. This article explores the tourist numbers for Australia and New Zealand in 2024, and looks ahead at what it would take for each country to break their record tourism numbers in the future.
New Zealand’s Tourism Numbers in 2024
New Zealand has made significant strides in the recovery of its tourism sector. As of the year ending December 2024, New Zealand welcomed 3.31 million international visitors, an increase of 12% compared to the previous year. However, despite the recovery, this figure is still about 85% of the 2019 levels, which saw the country hosting 3.89 million visitors before the pandemic.
Factors Contributing to New Zealand’s Recovery
The recovery of New Zealand’s tourism industry has been impressive, but key markets have yet to fully bounce back. Australia, the United States, the United Kingdom, and even China—once key source markets—haven’t returned to their pre-pandemic numbers. Furthermore, New Zealand’s tourism sector is still grappling with challenges such as increased competition from other destinations, higher travel costs, and changes in tourism preferences.
New Zealand’s recovery can be attributed to strong growth in key regions, improvements in air travel connectivity, and a resurgence of interest in outdoor tourism experiences. As a result, the country has shown resilience, especially in terms of visitor spend and visitor satisfaction. The median spend per visitor and median daily spend are now at about 90% of 2019 levels, according to official figures from Stats NZ.
What Will it Take for New Zealand to Break its Tourism Record?
In order to surpass its pre-pandemic tourism levels and achieve record-breaking visitor numbers, New Zealand will need to focus on several key strategies:
- Growth in Key Source Markets: The country’s top markets, including Australia, the U.S., China, and India, must return to previous strength. The recovery of international flights and relaxation of travel restrictions will be pivotal in bringing more visitors to New Zealand.
- Increased Marketing and Promotion: New Zealand will need to continue promoting its unique attractions, from the iconic Milford Sound to the vibrant culture of Auckland. Strong marketing campaigns targeting Asia and Europe could help drive additional growth in these regions.
- Infrastructure and Capacity Expansion: To accommodate more visitors, New Zealand must continue to invest in its tourism infrastructure, including expanding accommodations and enhancing transport links in both major cities and regional areas.
- Diverse Visitor Experiences: Offering more diverse tourism options, including sustainable travel options, off-the-beaten-path experiences, and long-stay packages, could help boost the overall number of visitors to New Zealand.
- Sustainability: As more tourists seek eco-friendly travel experiences, New Zealand must focus on balancing sustainability and tourism growth to ensure that it remains an attractive and responsible destination.
Australia’s Tourism Numbers in 2024
Australia has also seen significant growth in its tourism sector post-pandemic. As of the financial year 2024–2025, Australia welcomed 8.4 million short-term visitor arrivals, marking a 5.5% increase compared to the previous year. However, while the country has seen growth, its numbers are still below the pre-pandemic peaks of 2019, which saw 8.9 million visitors.
Key Developments in Australia’s Tourism Recovery
Australia has experienced strong growth, but it’s clear that some regions and markets have not fully recovered. For example, the numbers for China, which was once a major source of visitors, remain lower than pre-COVID levels. Other Asia-Pacific countries and markets in the U.S. and Europe are slowly returning, but the figures are still below the record-breaking years before the pandemic.
Australia’s visitor arrivals grew by 5.5% in 2024 compared to the previous year, but monthly figures show that the country is still not back to the record highs seen in December 2019. For instance, in December 2024, Australia recorded 945,280 visitor arrivals, falling short of the 1.08 million arrivals in December 2019.
The main drivers of Australia’s tourism recovery have been increased air connectivity, particularly from the U.S., Europe, and Asia, as well as the country’s world-renowned beaches, wildlife, and cultural attractions. In addition, long-haul international visitors who are drawn to Australia’s unique experiences are starting to return, especially with favorable exchange rates and more accessible flight options.
What Will it Take for Australia to Break its Tourism Record?
Breaking its tourism record will require Australia to address key areas of improvement. Here are some strategies that could help:
Visa and Entry Flexibility: Streamlining visa processes and making it easier for international visitors to travel to Australia will be important in attracting more tourists, particularly in the Asia-Pacific region.
Restoration of Key Markets: The return of Chinese tourists, in particular, would provide a significant boost to Australian tourism numbers. As China recovers, its middle-class travelers will likely become a primary source of growth for Australia.
Sustainability and Eco-Tourism: Many tourists are now looking for more sustainable and eco-friendly travel experiences. Australia has the opportunity to lead the world in promoting sustainable tourism, from its Great Barrier Reef conservation efforts to promoting regional tourism away from over-congested cities.
Improved Infrastructure: To cater to more visitors, particularly in the outback and regional Australia, the country needs to invest in tourist infrastructure and accommodation, as well as ensuring that transport systems can cope with increased demand.
Promoting Cultural Tourism: With an increasing interest in indigenous culture and history, Australia should continue to highlight its aboriginal heritage and cultural experiences, which can attract visitors seeking more meaningful and enriching travel experiences.
