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NZME survey finds Kiwi travel intent at decade high
NZME’s latest TellME Travel Survey shows Kiwi travel intent is at its highest in over a decade, with travel ad spend rising in response.
The annual survey, which tracks the attitudes, behaviours and media habits of New Zealanders planning travel, found 92% of Kiwis place significant importance on travel, with international arrivals by New Zealand residents surpassing 3.1 million in the year ended December 2025 – a threshold not reached in the past 10 years.
Domestic travel has also grown, with spend up 6% year on year, as Kiwis choose to travel more frequently, stay longer and spend more per trip.
Embedded in Kiwi lifestyles
The research identifies three distinct traveller segments – independent travellers (18-34), family travellers (35-54) and mature travellers (55+) – each with different travel motivations, destination preferences and media habits.
Across these segments, NZME’s platforms reach more than 3.2 million travel intenders every month, equating to 82% of New Zealand’s total travel audience.
Terri Patrickson, NZME head of research and insights, says the data highlights just how deeply travel is embedded in Kiwi lifestyles.
“Travel is no longer a ‘nice-to-have’ for New Zealanders – it’s a priority. What’s exciting about these latest survey results is the shift from intent to action. People aren’t just dreaming about their next trip, they’re planning it, booking it and budgeting for it. While global pressures like fuel costs and geopolitical uncertainty remain, this research shows just how resilient Kiwi travellers are. They don’t opt out – they find a way.”
Unique position in the travel category
Greg McCrea, NZME chief commercial officer – agency, says the findings reinforce NZME’s unique position in the travel category.
“Travel brands across both agency and direct advertisers returned to the market strongly in 2025, and the data shows exactly why. Kiwis are actively engaging in every stage of the travel journey and NZME is where those moments intersect – from inspiration and planning through to booking. Whether it’s nzherald.co.nz and our Tuesday Travel pullout magazine, audio via iHeartRadio or print and premium content, NZME’s unique eco-system connects brands with New Zealand’s travel audience at scale and with impact.”
Standout findings
Key findings from the survey include:
- Wellness travel has grown 67% year on year
- More than 50% of New Zealanders are considering a cruise, with the Mediterranean emerging as the most desired destination
- Events are increasingly shaping travel decisions, with a 29% year on year increase in trips driven by festivals, music, sport and milestone moments
A summary of the NZME TellME Travel Survey results is available now. For more information on how to reach New Zealand’s travel audience across NZME’s digital, print and audio platforms, visit nzme.co.nz/advertise.
