TIA Projects

Activating Domestic Tourism

TIA leads a Domestic Tourism Working Group to help New Zealand tourism organisations maximise the value they get from domestic travel.

Domestic tourism is currently worth $23 billion annually, and the goal is to increase that to at least $27 billion 2025.

Domestic tourism has a big part to play in encouraging regional dispersal and smoothing out seasonality, two of the industry’s thorniest challenges.

Domestic Growth Insight Tool - DGiT

The Group's first big initiative was DGiT, an exciting online tool to help tourism organisations boost the value of domestic tourism.

Designed for tourism businesses and regional tourism organisations, it’s free, practical and simple to use.

DGiT identifies which Kiwi leisure travellers to target, when they want to visit, their motivation for travel, what else they want to do and their preferred type of accommodation.

It can also suggest the best way to market to a target audience.

Visit the DGiT website to find out more and access the tool.


Domestic Tourism Working Group

Led by TIA, this Group includes representatives from Regional Tourism Organisations NZ, the Automobile Association, Air New Zealand, Hospitality New Zealand, Holiday Parks New Zealand, Intercity, the New Zealand Cycle Trail, i-SITE New Zealand/Tourism New Zealand, Department of Conservation and the Ministry of Business, Innovation & Employment.

The group meets quarterly and has three focus areas:

  • addressing seasonality
  • leveraging a larger share of New Zealanders' disposable income
  • creating a great sense of connection between New Zealand and New Zealanders