Nau mai, hoki mai

On 31 July 2022, New Zealand reopened its borders to all visitors. Prior to 2020, tourism had been a thriving industry and one of the largest contributors to our economy.

For more than two years, New Zealanders lived under unprecedented circumstances. For the most part they took it on the chin, sharing in a mutual understanding that following public health measures, however extreme they felt, were for the common good.

While the COVID-19 pandemic is far from over, life has begun to feel a little closer to normal, if not entirely the same as it was. Following a steady increase since March 2022, in July overseas visitor arrivals exceeded 100,000 for the first time since New Zealand’s borders closed in March 2020. Today, New Zealand remains a bucket-list destination for people all over world.

So what brings visitors to Aotearoa New Zealand? For decades we relied on a reputation for top-knotch adventure tourism – bungee jumping, sky diving, white-water rafting and Zorbing, anyone? New Zealand in the new millennium was redefined as the home of Middle-earth, as the international success of the Lord of the Rings trilogy brought Tolkein fans looking for their own pieces of movie and literary history. The films also provided a stunning advertisement for New Zealand’s natural landscapes, which include majestic mountains, fantastical fiords and picturesque pasture. With the recent addition of the Hobbit trilogy and a permanent Hobbiton attraction, the films’ allure has continued into the 2020s.

New Zealand is also home to Māori, and visitors often take the chance to encounter a unique, storied culture. People unfamiliar with New Zealand or Māori are likely to have encountered the All Blacks’ haka, which has often piqued the interest of rugby fans. They can venture to Paihia, Northland where Te Tiriti o Waitangi was signed in 1840, and learn about how New Zealand was colonised in the 19th century, and how agreements were established between the British Crown and tangata whenua (the people of the land). In places like Rotorua, visitors are welcomed to experience some touchstones of Māori culture through performing and practical arts, kai (food) and cultural practices.

Visitors can experience New Zealand’s incredible natural wonders first hand through numerous walking and cycling trails. They can also hike (called tramping in these parts) in short stints or for days on end by camping or staying in Department of Conservation huts for a few dollars a night.

Tiaki - Care for New Zealand was created through the collective desire of organisations throughout New Zealand’s tourism sector to share their connections to the natural world, and inspire and help visitors to travel safely and conscientiously.

The Tiaki Promise is a challenge and commitment to care for New Zealand, for now and for future generations. By following the Tiaki Promise, you are making a commitment to New Zealand - to act as a guardian, protecting and preserving our home.