AI search harnessed to back tourism growth

The Government is investing in initiatives to help ensure New Zealand tourism experiences are visible and accessible to international visitors through artificial intelligence (AI) tools, Tourism and Hospitality Minister Louise Upston says.

“A growing number of people are using AI search to explore destination options and plan their holidays. We want to make sure New Zealand shows up strongly when they do,” Louise Upston says.

The Government is investing $800,000 from the International Visitor Conservation and Tourism Levy (IVL) into an upgrade of Tourism New Zealand’s systems so local tourism services and products are easier to find through AI search. It will also help ensure the information provided is correct, improving visitors’ experience of planning, booking and visiting.

“This is about making sure people anywhere in the world can use AI to get real options about a New Zealand holiday, tailored to their preferences – including great places to stay, things to do, and experiences across the country, with easy booking links.”

Part of the investment will make Tourism New Zealand’s database ‘AI-ready’, improving how information about thousands of tourism and hospitality businesses is structured, so AI tools can more easily access and pull the information.

“At the moment, some of New Zealand’s amazing tourism operators are harder to find through AI than they should be.

“We are fixing that, so more businesses can connect with the visitors who are already looking for what they offer. This will help build the tourism industry’s future, and in turn the jobs and economic growth tourism drives.”

The Government is also investing in an expansion of Tourism New Zealand’s AI travel assistant. The expansion will add more detailed information from regional tourism organisations to boost the accessibility of information on AI search for people actively considering a visit to New Zealand.

“This will help visitors discover more of New Zealand, including what’s off the beaten track. It means better trip ideas, more personalised recommendations, and more reasons to stay longer and explore further.”

The AI investment supports the Government’s goal of doubling the 2023 value of tourism exports by 2034, as well as growing the number of Kiwis in tourism and hospitality jobs.

It also supports the Government’s goal to increase international visitors to at least 2019 (pre-pandemic) levels by the end of 2026 – which is currently at 94 per cent, up 24 per cent more than at the end of 2023. ...