Unlocking New Zealand’s Tourism Digital Future: Our Deep Dive into AI Adoption

New Zealand’s tourism sector, predominantly made up of small to medium-sized enterprises (SMEs) , is a vital pillar of our economy, contributing $17.0 billion in value added to the national GDP in the year ending March 2024. As the world rapidly digitises, the question of how AI and advanced digital tools are shaping this crucial industry is more relevant than ever. At Global Thinking AI, we’re dedicated to understanding and supporting this transformation.

That’s why we undertook a comprehensive analysis of AI and digital adoption in New Zealand’s small to medium-sized tourism businesses. Our new report, “Navigating the Digital Frontier,” provides an in-depth look at the current landscape, identifying both the significant opportunities and the challenges facing our local operators.

What We Discovered: A Glimpse into Our Findings

Our research reveals a nuanced picture of digital maturity and AI integration across the sector:

• A Solid Digital Foundation, but Room for Growth: New Zealand boasts high internet penetration, with 96.2% of the population having internet access as of January 2025. This translates into significant consumer engagement with online retail, especially in travel and accommodation. Many tourism SMEs have a strong consumer-facing online presence, like websites and social media. However, there’s an “uneven and fragmented” adoption of more advanced digital tools for internal operational efficiencies, creating a “digital back office” gap.
   
• High AI Experimentation, Human-Centric Vision: While only 33% of New Zealand SMEs formally utilize AI, a significant 82% of small and medium-sized businesses (those with fewer than 100 employees) are actively experimenting with AI technologies. This highlights a strong “Kiwi ingenuity” approach to new tech. Crucially, New Zealand has a unique human-centric view of AI, where the technology is seen to augment rather than replace human roles. In fact, 100% of surveyed employees agree that AI allows them to focus on higher-level responsibilities.
   
• Tangible Benefits on the Horizon: Businesses that have embraced AI are reporting overwhelmingly positive outcomes. A striking 95% of New Zealand SMBs using AI report enhanced earnings , and 93% of businesses observe AI enhancing workforce productivity. These gains translate into concrete benefits like automating repetitive tasks, improving customer service with tools like AI chatbots (as demonstrated by local success stories such as Pure Milford and AJ Hackett Bungy ), and freeing up valuable staff time.
   
• Addressing the Hurdles: Despite the enthusiasm, barriers like financial constraints, persistent skills gaps, and time poverty among business owners are impeding deeper AI adoption. Cybersecurity concerns and a general trust deficit regarding AI’s data handling also pose significant challenges. Our report delves into these in detail, offering pathways to overcome them.
   
• A $76 Billion Opportunity: The potential economic impact is immense, with projections indicating AI could add NZ$76 billion to the New Zealand economy by 2038, representing 15% of GDP. This underscores AI’s role as a significant driver for national economic growth and transformation.
   

Download the Full Report and Shape the Future! – Click Here 

We believe that strategically accelerating digital and AI transformation is crucial for unlocking significant productivity gains, enhancing global competitiveness, and ensuring a more resilient and prosperous future for New Zealand’s tourism industry.

Our full report, “Navigating the Digital Frontier: A Comprehensive Analysis of AI and Digital Adoption in New Zealand’s Small to Medium-Sized Tourism Businesses,” offers a complete picture, including:

• Detailed adoption rates and trends.
   
• Key AI applications and use cases relevant to tourism.
   
• In-depth analysis of gaps, barriers, and challenges.
   
• Opportunities for improvement and innovation.
   
• Actionable recommendations for stakeholders across the industry.
   

Don’t miss out on these vital insights. Download your copy of the full analysis today from our website to understand the future of tourism in New Zealand and how your business can be a part of it!