Tourism

The economic powerhouse of New Zealand, Tāmaki Makaurau,Auckland is a young, vibrant and cosmopolitan city in a coastal setting of outstanding natural beauty.

The city lives up to its Māori name Tāmaki Makaurau,, ‘the place desired by many’, and the region is a visitor destination in itself. World-class restaurants, bars, museums, beaches, unspoilt forest, the Gulf islands and stunning sailing waters: its many attractions draw visitors from around the country as well as from overseas. Auckland is also the country’s largest travel hub, with millions of visitors annually passing through to other destinations in New Zealand or overseas, presenting wide-ranging opportunities for local tourism operators.

Why Auckland?

A gateway city

Auckland is part of the ‘golden route’, the string of nationwide destinations favoured by overseas visitors due to their size, accessibility or attractiveness (others are Rotorua, Wellington, Christchurch and , Queenstown).

For most international visitors, Auckland is also the gateway to the rest of the country. Domestic visits have also remained robust over recent years, with many New Zealanders coming for conferences, conventions, major events andfestivals, to enjoy greatdining or wellness activities, or simply to visit friends and family.

Travel numbers taking off

The city is home to the country’s largest international airport, handling more than 70 per cent of all overseas air visitors to New Zealand. Air travel to New Zealand is soaring. For instance, Auckland Airport noted in early 2023 that long-haul flights between Auckland and North America were set to exceed 2019 levels. Auckland is the most connected city to North America within Australasia, seven airlines directly connect to eight US cities from Auckland. In all, Auckland Airport hosts more than 25 airlines serving some 37 destinations worldwide. There’s an uptick, too, in trans-Tasman travel as Australians visit in ever greater numbers (increasing by over 400 per cent over the year to April 2023).

The cruise industry is a burgeoning sector of tourism travel. Auckland’s port is a major hub for cruises to Australia and Oceania (including Norfolk Island, New Caledonia, Fiji, Tonga and Vanuatu), as well as around New Zealand, and the spend from cruise passengers adds several hundred million dollars annually to the local economy.

Making tourism sustainable

There is increasing appetite among visitors for sustainable or carbon-neutral assets. This both aligns with New Zealand’s ‘clean, green’ image and carbon-zero goals, and helps to future-proof the economy. Ventures for growing tourism’s sustainability include the Tourism Sustainability Commitment, developed by Tourism Industry Aotearoa, which aims to see every New Zealand tourism business committed to sustainability; and, locally, the Taurikura Initiative, a free 12-week course delivered by Auckland Council that helps visitor economy businesses across the city gain the knowledge and skills to develop their sustainability approach. There is substantial scope for further expansion in this sector.

Urban and outdoor opportunities

While Auckland is well known for its natural beauty, there remain opportunities to diversify tourism offerings to cater to a broader range of traveller preferences – from cultural experiences, culinary tours and wellness tourism to more niche offerings. Within the wide region there are many areas, such as Matakana and the West Coast, with relatively undeveloped tourism potential. Given the rich history of Māori engagement with the land, there are opportunities for developing tourism ventures with local iwi.

Sector strengths

The region’s diverse appeal attracts a range of visitors who seek natural beauty, cultural experiences, adventure and urban amenities.
Auckland’s unique Māori and Pacific culture gives the city, and New Zealand, a point of difference, and there are plentiful opportunities to expand tourism in this sector.
Tourism makes a key contribution to the Auckland economy, providing nearly 70,000 jobs in accommodation, experiences and events.
As a cosmopolitan and totally modern city nestling in a spectacularly beautiful location, Auckland offers great potential for development in both rural and urban environments.
Auckland Council works to promote tourism assets as part of its role to attract visitors to Auckland, and is always looking for assets to promote.

Success story

Eighty minutes’ drive north of Auckland (or 25 minutes by helicopter), Te Arai Links is a pair of world-class golf courses. Developed and designed by golf experts from the US, the courses meander through natural sand dunes and are graced with spectacular views over the Pacific Ocean, with luxury accommodation and hospitality on site. The project came about after negotiations with local iwi Ngāti Manuhiri, from whom much of the land is leased. It has involved substantial planting and restoration of native bush, and is creating some 150 local jobs. Catering to golfers of all levels, Te Arai Links brings first-rate golfing within easy reach of visitors to Auckland.

Contact our investment specialists to learn more about what Tāmaki Makaurau Auckland has to offer and who you can speak to for more information.