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After the travel downturn caused by the Covid pandemic, New Zealanders have made close to three million short-term trips in the past year, according to Stats NZ figures. But this post-pandemic travel boom isn’t just about visiting friends and family or ticking off tourist checklists.
From thrill-seeking adventure tours and hobby-themed getaways to culinary pilgrimages and wellness retreats, Kiwis are increasingly seeking trips that offer richer, more personal experiences. Travel agents say this surge in outbound experiential travel is driven by a desire for meaningful, authentic and purposeful journeys after Covid-19.
A 2023 Nielsen survey found that 71 per cent of Kiwis planning overseas trips cited immersing themselves in new cultures and history as a key motive. This shift hints that for Kiwis, a holiday is no longer just about where you go, but why.
It’s a trend that You Travel director Kiri Martin has been catering to for a number of years. Heading offshore for sports like Formula 1, tennis and golf, theatre and concerts has long been popular but she has also arranged trips for quilters to a quilting convention in Doha, helped rose gardeners to attend rose conventions, and got runners to the start line of marathons.
“We have a lot of people who are keen to spend Christmas in Europe. We have one group going to London, then doing a Rhine river cruise, visiting all the Christmas markets and ending up in Prague. Having a white Christmas festive experience is magical,” Kiri says.
Earlier this year, Kiri escorted a group on a food and wine tour in collaboration with Ōrewa butcher Nick Thomson from Marrow to South Australia’s Barossa Valley, McLaren Vale and Adelaide’s Central Market.
“It was incredible, it’s the biggest market in Australasia, it was like being in Italy.”
“We had beautiful degustation lunches, fabulous food, and timed it to be there for the Adelaide Fringe Festival. It was just so vibrant and lively, with long tables down the centre of the street and music down the centre of the street. It was a really cool city. We are doing it again next year, it was such a great experience.”
Kiri says there has been an increased move back to working with travel agents by travellers, especially as they can offer access and experiences through their suppliers that not available to the general public.
“We can arrange VIP and after-hours access to museums and we can get a curator to do a personal tour for our clients. For example, we have a group going to the Masters golf tournament in Augusta and getting access to the golf club is something you can’t get yourself.”
And as the global political situation has become more volatile, travel agents are an invaluable tool for navigating tricky visa requirements and disruptions, Kiri says.
“Visas are getting more complicated and you need what I call ‘IP’ to process them. One example is Vietnam, if you get one bit wrong on that visa you are denied boarding and turned around.”
Travel agents can also assist in arranging on-the-ground guides, especially in countries like Vietnam and China, who meet travellers off the plane and help traverse language barriers.
For someone who likes to travel solo or with a small group but wants some assistance, guides also offer an alternative to organised group tours, Kiri says.
“It is wonderful as they have local knowledge, established relationships, and stuff that is really hard to replicate yourself. You may have been to a city a couple of times, but a guide can help you discover things that you would never find on your own or on Google. It can make a huge difference to your experience.”
Overall, international travel has changed considerably in the post-Covid world, Kiri says, especially with ongoing conflict in several regions.
Another advantage to using a travel agent rather than booking yourself through a website is when an airspace is closed or flights are cancelled, such as the recent disruption caused by the Iran/Israel conflict.
Travellers can contact the travel agent directly rather than sit on an airline’s holding queue for hours, often with no success, Kiri says.
“Travel agents can then advocate for their customers and rebook flights and accommodation for them when disruptions happen.”
As international travel continues to evolve, Kiwis are redefining what a holiday means, seeking out depth, connection, and authenticity. And in a world where uncertainty can upend even the best-laid plans, the expertise and support of a trusted travel agent could prove more valuable than ever.
