Tourism in New Zealand is the country's biggest 'export' earner with 2,4 million tourists visiting per year. (September 2009) New Zealand tourism is marketed as a "clean, green" adventure playground, with typical destinations being nature areas such as Milford Sound, Abel Tasman National Park or the Tongariro Alpine Crossing, while activities such as bungee jumping or whale watching exemplify typical tourist attractions, often marketed primarily to individual- and small-group travellers.

The vast majority of tourist arrivals in New Zealand come through Auckland Airport which handled over eleven million passengers in 2004. Popular destinations include Rotorua, Waitomo Caves, Milford Sound and Queenstown. Many tourists travel large distances through the country during their stays, typically using coach lines or hire cars.

New Zealand tourism attract popular tourist activities in New Zealand include sightseeing, adventure tourism, tramping (hiking) and camping. To support active travel, New Zealand has created numerous walking and hiking paths (often created and maintained by the DOC), some of which, like the Milford Track, have huge international recognition. There is also a walking route the length of the country, Te Araroa Trail, which is in the process of being finished as of the late 2000s, and a proposed New Zealand Cycleway.

Direct flights from Australia to Queenstown have also boosted overseas winter tourism. Ecotourism is also become an increasing segment of the tourism market, and both tourism spends and trip duration are relatively high, due to the remote location of the country attracting few short-trip visitors.