New Zealand Targets US Market With Wellness Tourism Drive
The tourism agency is leveraging geothermal and cultural experiences to attract more American visitors by 2027.
Updated on Oct. 30, 2026 in Australia and New Zealand
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Tourism New Zealand has launched a new campaign aimed at the United States to highlight the country's wellness-focused tourism experiences. This initiative seeks to build on the $2.18 billion contribution the US market made to the local economy in the year ending June 2026.
Why it matters
The campaign leverages New Zealand's natural environment and Māori hospitality to distinguish the country within the highly competitive international wellness tourism market. Tourism New Zealand hopes this branding will further solidify US holiday arrivals, which have already recovered to 110% of pre-Covid levels.
Tourism New Zealand projects the new initiative will bring 7,100 additional arrivals and $47 million in visitor spending by June 2027. The country's US holiday arrivals have already surpassed pre-pandemic levels with a 110% recovery rate.
The players
Tourism New Zealand
This is the government agency responsible for marketing New Zealand as an international tourism destination.
Liz Moody
She is an American influencer hired to tour New Zealand and promote its wellness experiences to a US-based audience.
The details
The campaign promotes wellness experiences across the country, including geothermal bathing in Rotorua, mountain lake plunges in Nelson, and Māori cultural activities. To support this launch, the agency has hired influencer Liz Moody for a seven-day trip designed to generate media coverage and exposure for the US audience.
Timeline
1800s: The Pink and White Terraces began attracting international visitors to the region.
1908: The Rotorua Bath House opened as a government-funded tourism investment.
Year to June 2026: US tourism contributed $2.18 billion to the New Zealand economy.
June 2027: The target date for reaching the campaign's arrival and spending goals.
Travel Outlook
The current wellness campaign follows the historical precedent set by the 1908 opening of the Rotorua Bath House, which first leveraged the country's geothermal assets to attract international travelers. This initiative reflects a broader shift toward specialized tourism that targets specific regional growth patterns.
Tourists planning to visit the wellness facilities at locations like Wai Ariki should book in advance as the agency anticipates a surge in international interest. Travelers can expect to see an increased focus on combined cultural and wellness itineraries through 2027.
The takeaway
Travelers seeking a blend of cultural history and nature-based wellness may find these newly promoted regions increasingly accessible. Visitors are encouraged to prioritize sites that integrate local Māori traditions to get the most out of their wellness-focused itinerary.
Further reading
For additional context on regional trends, visit the Australia and New Zealand section.
Source note: This article includes information reported by NZ Herald.
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