Legacy Tourism and Off-Peak Travel Fuel Growth in Luxury Tourism New Zealand
Luxury tourism New Zealand is entering a new era, shaped by two powerful trends: the rise of legacy tourism and a surge in off-peak international travel. Together, these forces are transforming how families and affluent travellers experience the country’s premium hospitality sector.
Legacy Tourism Redefining Luxury Tourism New Zealand
Often referred to as SKI – “Spending the Kids’ Inheritance” – legacy tourism is driving growth across the luxury tourism New Zealand market. Older travellers, especially Baby Boomers, are choosing to create meaningful experiences with their families instead of leaving behind traditional financial inheritances. Industry research shows nearly half of travellers over 60 would rather spend their savings on once-in-a-lifetime trips, and more than 80% are happy to fund holidays for children and grandchildren.
Ann Gregor, General Manager of On the Point – Lake Rotorua, says the trend is clear: “We’ve had multiple bookings where grandparents say, ‘We’d rather create memories with you now than leave it all for later.’”
Off-Peak Growth Strengthening New Zealand’s Tourism Sector
The momentum around legacy tourism is reinforced by PR agency Auckland campaigns and industry initiatives to expand visitation beyond the summer months. Tourism New Zealand’s official strategy aims to grow international tourism by $5 billion over four years, with 70% of that uplift expected to come from off-peak travel. In 2025 alone, the target is a 9.6% increase in off-peak international spend, equating to $655 million.
This shift is already being felt at Rotorua’s On the Point, which recently completed a multimillion-dollar renovation to accommodate rising demand. The luxury lodge is experiencing its strongest year in more than a decade, with bookings up 19% on pre-pandemic levels and reservations stretching well into 2026. The United States is leading the growth, closely followed by Canada and Europe.
Changing Guest Behaviour in Luxury Tourism New Zealand
“The post-pandemic mindset is different,” says Gregor. “Guests are prioritising connection and shared experiences over material wealth. They’re choosing to travel now, not later, and that’s reshaping luxury tourism New Zealand.”
Where two to three nights once defined the luxury lodge experience, bookings of three to five nights are increasingly common. Travellers aged 45 and over are seeking opportunities to reset and recharge after investing in long-haul journeys. These longer stays reflect a deeper commitment to intentional, memory-rich travel.
Rotorua’s Role in Attracting High-Value Travellers
Rotorua, historically one of the country’s most iconic destinations, has worked hard to reposition itself following the pandemic. Local leaders and community stakeholders have invested heavily in a rebranding campaign, and the results are paying off. While 97% of On the Point’s guests come from overseas, domestic enquiries are also growing, highlighting renewed confidence in the city’s high-end tourism offerings.
Off-Peak Seasons Driving International Demand
Months once considered “shoulder seasons,” such as May and June, are now drawing affluent travellers from North America and Europe. Climate changes, with warmer weather later into the year, combined with targeted destination marketing, are encouraging visitors to experience luxury tourism New Zealand well beyond summer. Political tensions abroad are also influencing decisions, with international guests choosing New Zealand for its reputation as a peaceful, stable escape.
Media Coverage Highlights National Impact
The story of legacy tourism and off-peak travel has captured national attention, with coverage across NZ Herald and Sunday Star Times as well as the front page of Rotorua Daily Post, among others. The visibility underlines how these trends are reshaping the landscape of luxury tourism New Zealand and strengthening its economic contribution.
The Future of Luxury Tourism New Zealand
Legacy tourism and off-peak travel are redefining what luxury means in New Zealand’s hospitality sector. For premium operators such as On the Point – Lake Rotorua, these trends are creating unprecedented demand and reshaping the guest experience. With global travellers seeking stability, safety, and shared experiences, the future of luxury tourism New Zealand looks brighter than ever.
About Impact PR: Impact PR is a leading New Zealand communications consultancy with expertise in hospitality, tourism, and sustainability. Our award-winning PR agency Auckland team works closely with high-profile operators to amplify their stories through national and international media.