TIA Projects

Activating Domestic Tourism

ACTIVATE DGiT - the new online domestic tourism tool.

TIA is spearheading a Domestic Tourism Working Group to help operators to maximise the value operators get from domestic travel.

Domestic tourism is currently worth around $20.2 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 exciting new online tool and website to accelerate growth in New Zealand’s $20 billion domestic tourism sector - DGiT - is now live. 

Visit the DGiT website to activate domestic tourism for your business.


Domestic insight project

Download the Colmar Brunton presentation to TIA's Tourism Summit Aotearoa, 9 November 2016.

A domestic tourism insight project got underway in June 2016, initiated by TIA and the Domestic Tourism Working Group with generous funding from industry partners.

The research was completed by Colmar Brunton. They looked at what needed to be done to activate the domestic tourism market.

The new online tool will help tourism operators and Regional Tourism Organisations identify target domestic audiences – demographics, motivation for travel, when they want to visit, what else they are interested in doing and which type of accommodation they prefer.

It will also identify the best ways to reach those audiences, for example through traditional media or social media platforms such as Facebook or YouTube.

The new online tool will go live in November 2016.

Funding supporters

A big thank you to this project's funding supporters: 

  • Regional Tourism Organisations New Zealand
    Northland Inc; Auckland Tourism, Events and Economic Development; Destination Coromandel; Hamilton & Waikato Tourism; Tourism Bay of Plenty; Destination Rotorua; Destination Great Lake Taupo; Visit Ruapehu; Venture Taranaki; Tourism Eastland; Visit Whanganui; Hawke’s Bay Tourism; Destination Manawatu; Destination Wairarapa; Wellington Regional Economic Development Agency; Destination Marlborough; Destination Kaikoura; Nelson Tasman Tourism; Tourism West Coast; Christchurch & Canterbury Tourism; Destination Mt Cook Mackenzie; Lake Wanaka Tourism; Destination Queenstown; Destination Fiordland; Tourism Waitaki; Tourism Central Otago; Enterprise Dunedin; Destination Clutha; Venture Southland
  • Tourism Industry Aotearoa
  • Department of Conservation
  • Ministry of Business, Innovation and Employment
  • AA Traveller
  • Air New Zealand
  • Auckland International Airport Ltd
  • Bluebridge Cook Strait Ferry Service
  • Christchurch International Airport Ltd
  • Holiday Parks Association of New Zealand
  • InterCity Group
  • Ngai Tahu Tourism
  • Real Journeys
  • Tourism Holdings Ltd
  • Rainbow’s End Theme Park


Domestic Tourism Working Group

The Group includes representatives from Regional Tourism Organisations NZ, the Automobile Association, Air New Zealand, the accommodation and transport sectors, i-SITE New Zealand, Department of Conservation and the Ministry of Business, Innovation & Employment.