
Sector Overview
Tourism is a key contributor to Taitokerau Northland’s economy, contributing approximately $466 million to its GDP in 2022 and employing 6,500 people. Tourism expenditure in the region in 2022 was $1,025m. This figure provides an idea of the total dollar amount of spending by domestic and international visitors to the Northland Region.
Many factors make Taitokerau Northland a good option for tourism investment and business operations; the size and scale of the sector, proximity to Auckland’s largest population base and largest international airport, as well as the base physical resources which make for a highly desirable and competitive visitor destination. The region’s destination positioning is based on coastal and water-based attractions, forests, walks and natured-based activities, Māori cultural experiences and as Aotearoa New Zealand’s northern-most region, the relatively warm subtropical climate (compared to other regions in New Zealand).
Below are a series of links to reports and resources which give an overview of the size and demographics of the industry in Northland. Northland Inc encompasses the Regional Tourism Organisation (RTO) for Northland and we have a team that support the industry and promote the region to domestic and international visitors.
Regional Projects
Industry Resources & Support
Tourism Data
Find out what impact the tourism industry has on New Zealand and Northland’s economy.
Industry Resources & Support
Consumer Research
The insights and customer research reports in this section are useful for businesses looking to understand and market to both international and domestic travellers.

Tourism NZ Insights Hub Domestic Market
The reports in this section summarise consumer research and statistics for this audience to assist businesses with their marketing efforts.

Tourism NZ Insights Hub International Market
Access Tourism NZ past and current consumer research undertaken across key international markets.

Tourism NZ Insights Hub Consumer Mindsets
A guide to the consumer segments that Tourism New Zealand use for their marketing.

Tourism NZ DGiT - Domestic Growth Insight Tool
DGiT is an online tool to help you understand domestic tourism customers. It helps you to identify which Kiwi leisure travellers you can target by understanding the holiday needs of the several audience segments that make up the domestic leisure travel market.

Tourism NZ Special Interest Groups
Tourism New Zealand has conducted research into customers who enjoy cycling & mountain biking, golf, skiing, walking & hiking holidays.