Tourism is a key contributor to Taitokerau Northland’s economy, contributing approximately $425 million to its GDP in 2021 and employing over 7500 people. Tourism expenditure in the region in 2021 was $1,050m. 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 benign subtropical climate.
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.
Industry Resources & Support
Find out what impact the tourism industry has on New Zealand and Northland’s economy.
MBIE - Tourism Evidence & Insights Centre
Here you'll find insights, data and information about tourism in New Zealand. Not all information is available at a regional level.
MBIE + DOC Sustainable Tourism Explorer
A collaborative platform to measure and monitor the sustainability of the tourism ecosystem in Aotearoa New Zealand. It is organised across 5 main areas, covering the environment, visitors, economy, regions and communities.
Infometrics Tourism Industry Statistics for Taitokerau Northland
Find data that describes the contribution of tourism to total GDP in Taitokerau Northland.
MBIE Tourism Electronic Cards Transactions (TECT’s)
The TECTs are an interim replacement to Monthly Regional Tourism Estimates (MRTEs) that provide insights into monthly tourism spend.
MBIE Accommodation Data Programme
The Accommodation Data Programme (ADP) is a ‘by industry, for industry’ research programme designed to meet the needs of accommodation providers and industry representatives in New Zealand. The ADP collects a small amount of data from accommodation providers each month, collates it, and then publishes reports that can be used to benchmark performance and monitor the industry.
Tourism NZ Domestic Growth Insight Tool
DGiT is an innovative online tool to help you boost the value you get from domestic tourism, it supports in identifying which Kiwi leisure travellers you target by understanding the holiday needs of the several audience segments that make up the domestic leisure travel market, from when they want to visit to their preferred type of accommodation.
Industry Resources & Support
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.