Kiwis are ready to travel — and NZME audiences are leading the charge.

01

Overseas travel has reached its highest level in more than a decade

International arrivals by NZ residents surpassed 3.1 million in the year ended December 2025 — a level not seen in the last 10 years, as Kiwis embrace travel, with overseas spend up +3% YoY and international trip lengths growing alongside it.

Travel is more than a leisure category — it's a life priority. Our research shows that 92% of Kiwis place significant importance on travel, with more than half of all travel bookings already made and almost 2 in 3 overseas travel plans already locked in.

• Domestic travel spend has grown +6% YoY, with Kiwis staying longer and going further
• Average international spend per trip reached $9,530 — up +3% YoY
• More Kiwis are travelling for events and milestone moments than ever before

02

Three distinct audiences — each with different motivations and media habits

Not all travel intenders are the same. NZME's TellME research identifies three meaningful segments — Independent Travellers, Family Travellers, and Mature Travellers — each with their own travel vibe, destination preferences, and channel behaviours.

• Independent Travellers (18–34) seek spontaneity, adventure and new experiences. They're the most digitally active group and heavily influenced by social content. Top destinations: Italy, Japan, Europe. 78% engage with NZME platforms, with iHeartRadio, ZM & The Hits highly indexing for this audience.
• Family Travellers (35–54) prioritise ease and connection — holidays where the whole family can relax, eat well, and see something together. Australia, Fiji and Bali dominate. 84% engage with NZME platforms.
• Mature Travellers (55+) want enrichment — history, culture, and indulgence. They're confident, plan in advance, and spend more per trip. 85% engage with NZME, with Newstalk ZB, Coast, Travel & Canvas key touchpoints.

03

Events are driving a new wave of travel — and Kiwis are planning further ahead to catch them

Event-related travel has grown +29% YoY, with more Kiwis booking trips around concerts, festivals, sporting events, and milestone celebrations like birthdays, anniversaries, and weddings. 21% of Kiwis are travelling specifically for milestone moments.

• Independent Travellers (18–34s) are +69% more likely to travel for events
• Families are +73% more likely to travel for sporting events

As travel planning becomes more intentional and event-led, research behaviours are evolving too, with each segment finding inspiration from different trusted sources. Independent Travellers are more likely than most to look to media personalities, Families to online video, Mature Travellers to print. The path to purchase is getting longer too — and over 50% are now using AI to help navigate it.

04

Cruising continues, and wellness is redefining what travel means

Two trends stand out in the current travel landscape. First, cruising remains popular: more than 50% of Kiwis are planning or considering a cruise, with the Mediterranean the top destination, followed by the Pacific Islands and NZ coastal routes. First-time cruisers are a major growth driver.

Second, wellness and escapism have become core travel motivations — not just a niche. Relaxation is the number one wellness driver, with wellness trips growing +67% year on year. Spa stays, nature immersion, and slow travel are growing fast, and Kiwis are increasingly willing to spend more to get it right.

05

NZME reaches 3.2 million travel intenders across NZ — no one gets you closer

Across NZME's unique mix of digital, print and audio, we reach more than 3.2 million travel intenders each month. That's 82% of New Zealand's travel audience. Our platforms sit at every point in the travel decision cycle — from dreaming and planning to booking and reliving.

nzherald.co.nz alone reaches 1.85 million travel intenders monthly. iHeartRadio reaches 654,000 travel intenders — with radio continuing to be a powerful influence channel for Family and Mature Travellers. Travel Tuesday attracts 403,000 highly engaged readers actively seeking travel content.