Tourism confidence surges as New Zealand gears up for a busy summer
TIA Chief Executive Rebecca Ingram said the results of the Tourism Industry Aotearoa (TIA) Workforce Survey signal renewed momentum for the industry.
Business confidence across Aotearoa New Zealand’s tourism sector has climbed sharply, with 86 percent of operators feeling optimistic about the year ahead—up 11 percent from 2024, according to the latest Tourism Industry Aotearoa (TIA) Workforce Survey.
TIA Chief Executive Rebecca Ingram said the results signal renewed momentum for the industry. “It is incredibly positive that optimism is high across the tourism industry as we head into the summer season, especially given how tough it is out there for businesses at the moment,” she said.
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Arrivals, bookings and big developments boost optimism
TIA’s survey revealed that international arrivals to the end of July reached 87 percent of pre-COVID levels, while forward bookings look strong heading into summer. Ingram said other factors — including government support, visa changes, improved airline connectivity, and major upcoming openings such as the New Zealand International Conference Centre in February and One New Zealand Stadium in Ōtautahi Christchurch in April — are also contributing to the positive outlook.
“With 47 percent of survey respondents actively recruiting, the industry is gearing up for summer,” Ingram added. “Importantly, these jobs are spread across the country and deliver broad economic benefits for communities across the motu.”
Top challenges remain but innovation is rising
Despite the upbeat mood, the top three challenges identified by operators remain unchanged from 2024: increasing costs, weather-related impacts, and managing staff burnout and wellbeing.
However, many businesses are taking proactive steps to strengthen their appeal as employers. Flexible working hours, support for staff to attend conferences and events (up seven percent to 44 percent), equal career progression opportunities (up two percent to 40 percent), and adopting new technologies to improve workplace efficiency (up four percent to 36 percent) are among the initiatives being implemented.
A vital pulse check for the industry
TIA’s annual Workforce Survey, supported by Ringa Hora, has been conducted since 2022 and provides crucial insights into the state of New Zealand’s tourism workforce. This year’s survey, carried out from August 1–17, 2025, gathered responses from 304 organisations across the country.
“The findings help us identify opportunities and address workforce shortages while ensuring the industry is ready for the seasons ahead,” Ingram said.
The full 2025 Workforce Survey is available on the TIA website at www.tia.org.nz
