Government focus on AI searches to back tourism growth

The Government has announced it is investing in initiatives to help ensure New Zealand tourism experiences are visible and accessible to international visitors through artificial intelligence (AI) tools.

Tourism and Hospitality Minister Louise Upston said it was important that businesses in Aotearoa were AI-ready.

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“A growing number of people are using AI search to explore destination options and plan their holidays. We want to make sure New Zealand shows up strongly when they do,” Ms Upston said.

Improving AI-powered plans and visits

The Government is investing $800,000 from the International Visitor Conservation and Tourism Levy (IVL) into an upgrade of Tourism New Zealand’s systems so local tourism services and products are easier to find through AI search. 

It said the funding will also help ensure the information provided is correct, improving visitors’ experience of planning, booking and visiting.

“This is about making sure people anywhere in the world can use AI to get real options about a New Zealand holiday, tailored to their preferences – including great places to stay, things to do, and experiences across the country, with easy booking links.”

Part of the investment will make Tourism New Zealand’s database ‘AI-ready’, improving how information about thousands of tourism and hospitality businesses is structured, so AI tools can more easily access and pull the information.

“At the moment, some of New Zealand’s amazing tourism operators are harder to find through AI than they should be.

“We are fixing that, so more businesses can connect with the visitors who are already looking for what they offer. This will help build the tourism industry’s future, and in turn the jobs and economic growth tourism drives.”

Tourism New Zealand guidebook

The Government’s announcement came as Tourism New Zealand wrapped up a series of workshops focused on how AI is changing the way visitors discover destinations, plan travel and make booking decisions.

Held across Auckland, Rotorua, Queenstown, Christchurch and online, the sessions brought operators together to explore what AI-assisted search and platform-led recommendations mean for tourism businesses, and how the industry can respond collectively to ensure destination New Zealand remains visible, competitive and bookable on a global stage.

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Tourism New Zealand has also released a practical guidebook to support operators to take action. It outlines steps businesses can take to improve their digital presence and increase the likelihood of being discovered through AI-assisted search and planning tools. 

Active considerer research from Tourism New Zealand shows AI is now becoming a mainstream trip-planning channel, with 62 percent of audiences across key markets saying they are likely to use AI tools to plan their next trip, and 53 percent expecting to use AI more for future trip planning. 

Tourism New Zealand General Manager New Zealand and Business Events Bjoern Spreitzer said the workshops are part of ongoing work with industry to adapt to changing consumer behaviour and ensure Destination New Zealand is discoverable both by humans and machines. 

“AI is already influencing how people discover and choose where to travel, so it is important that New Zealand tourism businesses are visible in the places visitors are searching and planning.”

“These workshops have been about working alongside industry to share practical actions operators can take now, so destination New Zealand continues to stand out and convert demand in an increasingly AI-led environment,” Mr Spreitzer said. 

AI travel assistant investment

The Government is also investing in an expansion of Tourism New Zealand’s AI travel assistant. The expansion will add more detailed information from regional tourism organisations to boost the accessibility of information on AI search for people actively considering a visit to New Zealand, Ms Upston said.

“This will help visitors discover more of New Zealand, including what’s off the beaten track. It means better trip ideas, more personalised recommendations, and more reasons to stay longer and explore further.”

The AI investment supports the Government’s goal of doubling the 2023 value of tourism exports by 2034, it said, as well as growing the number of Kiwis in tourism and hospitality jobs.

It also supports the Government’s goal to increase international visitors to at least 2019 (pre-pandemic) levels by the end of 2026 – which is currently at 94 percent, up 24 percent more than at the end of 2023.