On October 20-22, Tourism New Zealand (TNZ) hosted its Kiwi Link The Americas event at the Chicago Athletic Association, bringing together 60 New Zealand sellers and 56 North American buyers and product managers for a multiday program celebrating culture, sustainability and connection.
The event combined one-on-one 10-minute meetings, cultural performances and educational presentations centered on New Zealand’s Maori heritage and sustainable tourism. Attendees got front row seats to see traditional Maori performances and learn how New Zealand tourism businesses are prioritizing regeneration, authenticity and community benefit.
According to Angela Blair, general manager international for TNZ, this year’s Kiwi Link focused on travel that’s both high value and high impact.
“Kiwi Link 2025 was all about deepening understanding of New Zealand’s tourism direction — one that prioritizes high-quality, intentional travel grounded in culture, sustainability and genuine connection,” Blair said.
She noted that visitors are increasingly drawn to longer, slower itineraries, small-group travel and meaningful interactions with locals. She also said that “luxury [travel] with purpose” remains one of the strongest growth areas across the North American market.
TNZ’s latest data backs up this trend: Total visitor arrivals are up to 5.5% year over year, with holiday arrivals climbing 12.9%. From the U.S., total arrivals rose 6.1%, while holiday visitation jumped 12.4%.
Cultural immersion and regenerative travel were key talking points throughout the event. New Zealand zipline operator, EcoZip Adventures, shared how the company purchased a 700-year-old native forest to restore it through tree planting, weed eradication and pest management.
“We realized we weren’t just in the zipline business,” said Gavin Oliver, managing director of EcoZip Adventures. “We were in the social business.”
Another standout presentation came from Museum of New Zealand
Te Papa Tongarewa, which offers guided tours centered on Maori storytelling and stewardship. The museum collaborates directly with iwi tribes to care for cultural treasures, or taonga, ensuring they are preserved and displayed in accordance with Maori customs.
The Rise of Soft Luxury
A recurring theme throughout Kiwi Link was the growing interest in soft luxury. Sellers noted that today’s visitors are seeking comfort, quality and real connection rather than flashy and over-the-top experiences.
Accommodations across New Zealand are reimagining luxury with sustainability and story-driven design. At Hotel Indigo Auckland, for example, each floor tells a different neighborhood story, showcasing Maori and Pacifica art alongside locally sourced materials and cuisine.
“It’s not luxury that shouts — it’s luxury that listens,” said Mariana Gualberto, key account manager for IHG Hotels & Resorts New Zealand.
/Attendees-got-front-row-seats-to-see-traditional-M.jpg?tr=w-768%2Ch-432%2Cfo-auto "Attendees got front-row seats to see traditional Maori performances and learn about New Zealand's tourism businesses.")
Attendees got front-row seats to see traditional Maori performances and learn about New Zealand's tourism businesses.
Credit: 2025 Tourism New ZealandMeanwhile, Scenic Hotel Group emphasized its long-term commitment to the United Nations Sustainable Development Goals. Its portfolio of 18 hotels under the Heartland, Scenic and Legacy brands focuses on carbon measurement, local partnerships and nature-connected design, from major urban centers such as Auckland to Bay of Islands and Queenstown.
Light Adventure
Adventure no longer has to mean adrenaline. Blair described a clear shift toward soft adventure — restorative outdoor experiences such as stargazing, guided forest walks, ziplining through native bush and culinary tours that combine storytelling with nature immersion.
“This year, Tourism New Zealand is expanding its focus on active holidays and increasing awareness of our year-round menu of running, walking, hiking and cycling events,” Blair said. “With thousands of trails, New Zealand offers unparalleled active travel experiences for runners, walkers, hikers and cyclists seeking both challenge and connection. Many tracks are accessible year-round, with seasonal highlights and options to suit different interests, fitness levels and travel styles.”
Seamless Journeys
Another noticeable pattern is that New Zealand is made for self-drive exploration. Sellers repeatedly noted that the country’s compact size and scenic routes make driving a part of the experience in itself.
Ground transportation reflected that trend: Lauren Campbell, trade development manager of Go Rentals, a New Zealand carbon-zero-certified rental company, spotlighted its app-based, no-paper pickup system and growing hybrid fleet.
For travel advisors, one of the company’s biggest selling points is no one-way fees on trade bookings, which is a major advantage for travelers exploring from Auckland to Queenstown or Christchurch. A new branch opening in Greymouth will soon allow visitors to connect with Great Journeys New Zealand’s scenic train network.
Hidden Gem Highlights
Among the emerging experiences showcased at Kiwi Link were Reefton’s boutique wellness escapes, Kaikoura’s world-first astro-zipline, Naseby’s dark-sky adventures and Waiheke Island’s Allpress Olive Groves Estate. Bay of Plenty and North Canterbury stood out for food and wine, while Hokianga and Whanganui reflected small-town authenticity and Maori storytelling.
“New Zealand remains a year-round destination,” Blair said. “Off-peak and shoulder season travel continues to grow year over year, driven by visitors seeking a more relaxed pace, fewer crowds and better value.”
