TIA Projects

Activating Domestic Tourism

Domestic tourism is worth $23 billion a year to New Zealand's economy.

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

DGiT is an exciting online tool to help tourism organisations boost the value they get from 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 your target audience.

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

Domestic Tourism Insight

These data sources provide a picture of the role domestic tourism plays in New Zealand:

  • Domestic Satisfaction Series – Angus & Associates
    Monitors perceptions of regional travel destinations within New Zealand to meet the needs of the industry. Produced annually.
  • Monthly Regional Tourism Estimates – Ministry of Business, Innovation & Employment 
    The MRTEs measure the expenditure of domestic and international visitors in regions across the country. You can filter the information, e.g. by country of origin, tourism product grouping such as accommodation, passenger transport and retail sales, and by year
  • Tourism Satellite Account – Stats NZ 
    The annual TSA provides a picture of the role tourism plays in New Zealand, including spending by domestic tourism.

Domestic Tourism Working Group

TIA leads a Domestic Tourism Working Group, formed in October 2015, to help New Zealand tourism organisations maximise the value they get from domestic travel.

This Group includes representatives from Regional Tourism New Zealand, 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, KiwiRail, New Zealand Motor Caravan Association, and the Ministry of Business, Innovation & Employment.

The group meets quarterly and has three focus areas:

  • to monitor impacts on the domestic tourism sector, and identify barriers and enablers to future growth
  • to influence activities that promote growth/reduce barriers to growth in the domestic tourism sector
  • to identify insight gaps and coordinate responses to these.

DGiT is a major initiative by the Domestic Tourism Working Group.