Tourism industry confident on year ahead, planning to hire staff
Results of the TIA survey show confidence for the coming year is improved on 2025, with more businesses planning to recruit
Tourism Industry Aotearoa’s (TIA) annual workforce survey has shown that tourism business confidence remains high, with more tourism operators actively recruiting and an increased number of entry-level roles available across the industry.
Included in the results:
- 86 percent of tourism organisations who responded, say they feel confident about the year ahead
- 51 percent of tourism organisations are actively recruiting staff (up 4 percent from 2025), with 78 percent of respondents expecting to recruit at least one new role in the next 12 months – up significantly on last year.
- Entry level roles now make up 55 percent of tourism vacancies, up 10 percent from 2025, with mid-level roles sitting at 30 percent and senior roles (8+ years with specific qualifications) at 15 percent.
- Overall confidence in retention of staff has improved in recent years; only 22 percent of operators are concerned about their ability to retain team members.
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TIA Chief Executive, Rebecca Ingram, said the results demonstrate that there is plenty of opportunity in tourism.
“Whether you’re looking to start a career or build on existing skills, there is opportunity for employment in tourism – and it’s great to see the industry optimistic about the year ahead,” said Ms Ingram.
Related AccomNews story: Regional hotel investment accelerating across New Zealand
One in nine jobs in New Zealand are enabled by tourism and hospitality, which is 327,888 jobs directly and indirectly supported by tourism. Workforce forecasts show that achieving the goal of doubling tourism exports by 2034 will require approximately 100,000 additional workers – around 10,000 to 13,000 new entrants each year.
Ms Ingram said that the industry’s Tourism 2050 strategy has ‘Growing the Tourism Workforce’ as a key action to support future industry needs.
“Delivering the workforce of the future will require co-ordinated action on many fronts, not least how we inspire young people to pick a career in tourism.”
“The recent announcement that Tourism will be included as an industry-led secondary school subject in the refreshed curriculum for Years 12 and 13 is a very positive step and we are enthusiastic about the difference this will make.
“Alongside this, we need to be employers of choice and it’s great to see the breadth of actions undertaken including flexible work hours, paying the living wage, opportunities to attend conferences, professional development, providing meals and in some cases accommodation,” said Ms Ingram.
The survey notes that one quarter of tourism operators plan to hire Working Holiday Visa (WHV) holders over the summer period. The average WHV holder is estimated to contribute over $50,000 to the New Zealand economy during their stay.
“The number of Working Holiday Visa visitor arrivals to New Zealand have been steadily declining, but they play an important role in tourism and in other industries like horticulture; especially in the summer months when the industry needs surge workforce,” said Ms Ingram.
Read the 2026 annual workforce survey summary was undertaken by Angus & Associates on behalf of Tourism Industry Aotearoa (TIA), with 231 tourism businesses responding to the survey from across the industry.
