Visitors feel the warmth in Nelson as region crowned New Zealand’s most welcoming community for tourism in latest MBIE report
Friday 12 June, 2026
Nelson Tasman residents continue to support tourism and recognise the significant economic, cultural and environmental benefits visitors bring to the region, according to analysis of MBIE’s latest Tourism Sentiment Survey.
The survey, conducted between February and March 2026, during the region’s busiest time for tourism, found Nelson Tasman locals are among the most positive in New Zealand about tourism’s contribution to the local economy, employment opportunities and business growth.
Nelson recorded the highest level of support nationally for tourism benefiting the region, with 93 percent of Nelson respondents saying tourism benefits the region, compared with a national average of 86 percent. Tasman also recorded a strong result at 88 percent.
The findings highlight a clear preference for sustainable, high-value tourism that aligns with community wellbeing and environmental protection; following on from last year’s result of Nelson Tasman ranked as the number 1 destination for overall satisfaction for visitors (Angus & Associates’ Domestic Visitor Satisfaction Survey), of which a welcoming community was a key factor.
Nelson Regional Development Agency (NRDA) chief executive Fiona Wilson says the results show strong support for a balanced approach to visitor growth.
“One of the reasons visitors enjoy Nelson Tasman so much is because they experience genuine hospitality and support from our communities,” said Wilson.
“That positive relationship between residents and tourism matters. It creates a better experience for visitors, supports local businesses and jobs, and helps ensure tourism grows in a way that benefits the whole region. Our community really makes visitors feel welcome, and last seasons Visitor Ambassador Programme (run with support from Nelson City Council) was one example of this in action.”
Craig Boodee, visitor destination manager at NRDA says tourism works best when local communities feel the benefits themselves.
“We’re really pleased to hear that Nelson Tasman locals are supportive of visitors, it makes such a difference to the visitor experience when locals are welcoming and friendly. When residents are proud of where they live and actively enjoy the region themselves, that creates more authentic and meaningful experiences for visitors too.”
NRDA’s destination marketing goes beyond promoting the sunshine Nelson Tasman is famous for, telling real stories of people and place that show the manaakitanga of our tourism and hospitality operators, and the community.
“Through our Spring and Autumn campaigns, we invited visitors to ‘Feel the Warmth of Nelson Tasman’, sharing authentic local stories that have now generated almost one million YouTube views. These results reinforce what sits at the heart of that campaign, that the warmth and welcome visitors experience here is a key point of difference for Nelson Tasman” Boodee adds.
The report also found Nelson Tasman residents strongly support more international visitors staying in high-end accommodation and travelling in family groups, alongside eco-tourism and adventure tourism experiences; rating tourism highly for encouraging New Zealanders to care for the natural environment.
The positive momentum comes as new Stats NZ figures show international visitor arrivals nationally were up 15 percent in March compared with the same time last year, the highest March visitor numbers since 2019.
Only 11% of Nelson residents felt there were too many international visitors last summer, while 34% said there were not enough. The combination of strong community sentiment and appetite for growth puts Nelson Tasman in a really strong position heading into future seasons, particularly for attracting events, investment and higher value visitors year-round. The report includes support for more commercial accommodation in Tasman and for more events in Nelson.
Nelson Mayor Nick Smith says: “I’m delighted to see the welcome our visitors feel from our community coming through in this independent survey. It’s particularly encouraging to note support for more events in Nelson. Events bring energy and vibrancy to our city, support local businesses and hospitality, and give both residents and visitors more reasons to enjoy everything Nelson has to offer.”
Consistent with the rest of the country, the survey highlighted community concerns around housing affordability, litter, overcrowding in national parks and freedom camping; reinforcing the importance of sustainable visitor growth and destination management.
Tasman Mayor Tim King says “We know visitors bring enormous value to Tasman’s economy and communities, but this survey also reinforces the importance of managing growth carefully. Concerns around housing affordability, freedom camping, litter and pressure on popular natural areas are issues communities across all of New Zealand are facing, and Tasman is no different.
“That’s why environmental management and sustainable tourism are so important. We want to welcome visitors while also protecting the landscapes, communities and lifestyle that make Tasman such a special place to live and visit.”
NRDA says the findings will help guide future destination management and marketing activity, with a continued focus on attracting high-value visitors while protecting community wellbeing and the environment.
The MBIE report is available here: https://www.mbie.govt.nz/dmsdocument/32012-mbie-tourism-sentiment-survey-summer-202526-report-of-findings-pdf
Feel the warmth of Nelson Tasman videos:
• Great Taste Trail: www.youtube.com/watch?v=0RLLQRNst9M&pp=0gcJCQ0LAYcqIYzv
• Nelson Mountain Biking: https://www.youtube.com/watch?v=jk1EcvwPC9s
• Abel Tasman National Park: https://www.youtube.com/watch?v=kRGituFi7TE
ENDS