Domestic tourism in New Zealand has typically been the “neglected cousin of international tourism” in terms of both official policy and research. In 2019, the New Zealand Ministry of Business, Innovation and Employment funded an in-depth study of global best practices in domestic tourism,
with special focus on dispersal and off-season domestic travel. The study was led by strategic marketing company Miles Partnership in association with Group NAO, who took lead on the Nordic case studies and practices.
New Zealand Ministry of Business, Innovation and Employment
WHAT WE DID
Best Practice research on domestic tourism and dispersal strategies (geography, season), Nordic case interviews, benchmark report