Can Youth, Backpacker & Adventure Travel Help Double Tourism Turnover in New Zealand?

In this episode of the High-Yield Tourism Podcast, host Gary Bowerman speaks with Haydn Marriner, Brand Development Manager at Tourism Bay of Plenty and Chair of the Backpacker Youth and Adventure Tourism Association of New Zealand (BYATA). The discussion explores the history, current challenges, and future outlook of New Zealand’s youth, backpacking, and adventure tourism sector, which has long been a cornerstone of the country’s visitor economy.

Haydn begins by reflecting on his career in tourism marketing, spanning more than two decades across national, regional, and local organizations. He emphasizes how working in tourism gave him fulfillment and memorable experiences that went beyond financial reward, shaping his passion for promoting New Zealand. He also highlights Rotorua, where he is based, as a “legacy destination” where Māori have been actively running tourism since its earliest days, embodying the cultural value of manaakitanga, or reciprocal hospitality.

The conversation then turns to the importance of youth tourism in New Zealand. Young travelers between 18 and 35 are described as adventurous, curious, and socially influential. Unlike luxury travelers who may spend heavily but stay in one location, youth visitors tend to travel for at least eight weeks, visit seven to nine regions, and engage deeply with local culture. Although their accommodation and food choices may be modest, their spending on activities like skydiving, bungy jumping, rafting, and mountain biking is substantial. They are also powerful advocates, spreading enthusiasm through social media and word of mouth, often returning to New Zealand multiple times over their lives and encouraging friends and family to follow.

Haydn explains that youth tourism became even more prominent in the 2000s, boosted by the global popularity of the Lord of the Rings films, which inspired waves of young travelers to explore New Zealand. Over time, many countries moved away from promoting backpacker tourism, preferring luxury or high-yield segments. New Zealand, however, has maintained its commitment to youth travelers, recognizing their long-term value. BYATA, though a relatively small organization with around 150 members, represents many of the country’s most recognizable adventure brands. Its role centers on partnership and advocacy, working alongside Tourism New Zealand, Hospitality NZ, and other associations to ensure youth tourism remains a priority.

The pandemic created major challenges, with borders closed and businesses struggling to recover. While youth still make up the largest visitor age group, New Zealand faces difficulties competing with Australia, which has invested heavily in marketing to young people. Haydn stresses that Australia’s state tourism boards understand that youth are trendsetters who influence wider travel demand, while New Zealand’s promotional funding has lagged. He argues that for New Zealand to meet its long-term tourism growth goals, youth tourism must not only recover but expand significantly.

A central element of this strategy is the working holiday visa program. Research shows that each visa holder spends around NZ$60,000 over a two-year stay and generates roughly 1.2 jobs. Because they both earn and spend in New Zealand, their contribution is often underestimated, but BYATA sees them as a vital economic and cultural force. Beyond their financial impact, they strengthen cultural exchange, often form long-term connections, and sometimes even settle in the country.

Looking forward, BYATA has launched a five-year strategy through 2029 with several priorities: advocating for improved visa settings, pushing for targeted youth marketing (including for working holiday visas), collaborating with national and regional partners, building better data on youth travel patterns, benchmarking against global trends, and expanding membership to strengthen the association’s collective voice. Haydn also hopes to see the growth of innovative youth accommodation concepts, citing examples of new hostel brands like Drifter and Lilo.

Although visitor arrivals remain at about 85% of pre-COVID levels, Haydn remains optimistic. He believes that the current recovery phase allows for more meaningful visitor interactions, less pressure on staff, and renewed appreciation for tourism. Looking ahead, he hopes that within the next year New Zealand will launch its first international youth tourism campaign, secure dedicated funding for working holiday visa promotion, see new high-value youth products and accommodations emerge, and measure real gains in youth tourism revenue.

The episode closes on a positive note, with both Gary and Haydn agreeing that New Zealand’s continued commitment to youth and adventure tourism sets it apart globally. While many countries have moved away from this market, New Zealand continues to recognize its long-term economic, cultural, and social value.