In a survey conducted in 2023 among New Zealanders on their views of tourism, around ** percent of participants based in Queenstown perceived the level of tourism in their local community as a bit much or too much. In comparison, in Auckland, respondents were overall satisfied with the level of tourism in their community, with around ** percent of those surveyed based in Auckland indicating that the level of tourism in their community was just right.
weighted by gender, age, and region to be representative of the New Zealand population based on 2018 population estimates
Method of interview
Online survey
Supplementary notes
Minimum quotas were set to ensure sufficient representation from traditional tourism hotspots.
Participants were asked about their perception of the level of tourism in their community using a five point scale where 1 = too little and 5 = too much.
May not total to exactly 100% for all communities due to rounding.
Sample size by community/region:
- Queenstown: 150
- Rest of Bay of Plenty: 50
- Rotorua: 100
- West Coast: 100
- Gisbourne/Hawkes Bay: 100
- Wellington: 130
- Rest of Otago: 100
- Northland: 100
- Auckland: 150
- Taranaki: 100
- Canterbury: 150
- Manawatu-Whanganui: 81
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Tourism New Zealand. (July 19, 2023). New Zealanders' views on the level of tourism in local communities in New Zealand as at May 2023, by community [Graph]. In Statista. Retrieved July 08, 2025, from https://www.statista.com/statistics/1403365/new-zealand-views-on-level-of-tourism-in-local-communities-by-community/
Tourism New Zealand. "New Zealanders' views on the level of tourism in local communities in New Zealand as at May 2023, by community." Chart. July 19, 2023. Statista. Accessed July 08, 2025. https://www.statista.com/statistics/1403365/new-zealand-views-on-level-of-tourism-in-local-communities-by-community/
Tourism New Zealand. (2023). New Zealanders' views on the level of tourism in local communities in New Zealand as at May 2023, by community. Statista. Statista Inc.. Accessed: July 08, 2025. https://www.statista.com/statistics/1403365/new-zealand-views-on-level-of-tourism-in-local-communities-by-community/
Tourism New Zealand. "New Zealanders' Views on The Level of Tourism in Local Communities in New Zealand as at May 2023, by Community." Statista, Statista Inc., 19 Jul 2023, https://www.statista.com/statistics/1403365/new-zealand-views-on-level-of-tourism-in-local-communities-by-community/
Tourism New Zealand, New Zealanders' views on the level of tourism in local communities in New Zealand as at May 2023, by community Statista, https://www.statista.com/statistics/1403365/new-zealand-views-on-level-of-tourism-in-local-communities-by-community/ (last visited July 08, 2025)
New Zealanders' views on the level of tourism in local communities in New Zealand as at May 2023, by community [Graph], Tourism New Zealand, July 19, 2023. [Online]. Available: https://www.statista.com/statistics/1403365/new-zealand-views-on-level-of-tourism-in-local-communities-by-community/
