随着新西兰人在线规划、比较和预订行程，航空公司和邮轮运营商正加大投入力度。
Auckland, February 19, 2026 – New Nielsen Ad Intel data shows advertising spend across the travel category in New Zealand rose 9.9% year-on-year, reaching $264.4 million in 2025, up from $240.5 million in 2024.
航空业仍以8960万美元的广告支出位居首位（同比增长31.6%）。据尼尔森广告情报数据显示，投入最高的航空相关广告主是新西兰航空，其次是澳洲航空、奥克兰国际机场、基督城国际机场和斐济航空。
除航空业外，其他旅游领域也呈现增长态势。国内住宿业收入攀升至3840万美元（增长29.4%），航运、邮轮及渡轮业收入达2500万美元（增长27.7%）。旅行社业务仍占据重要地位，收入达5060万美元。
Nielsen’s latest Consumer & Media Insights (CMI) insights also reinforce how planning behaviour is shaping the market. It shows that 58% of Kiwis now usually plan and book holidays online, while 18% research online but book through a travel agent. At the same time, 74% of New Zealanders say they would consider going on a cruise, while 48% plan to travel by air within New Zealand in the next 12 months.
目的地偏好揭示了该类别持续竞争激烈的根源：英国/欧洲稳居最受欢迎海外目的地榜首，悉尼位列第二，墨尔本紧随其后。在本土目的地中，皇后镇荣登新西兰旅游目的地榜首，奥克兰与基督城/坎特伯雷地区分列二、三位。
Matty Lin, Nielsen APAC Regional Sales Leader said: “Nielsen’s latest CMI data shows most travellers tend to plan and book online. However, travel agents still have a role to play, catering to those who’ve done their research online, but want a little extra reassurance and peace of mind, particularly for bigger, more complex trips.”
Rose Lopreiato, Nielsen Ad Intel’s Australia Commercial Lead, added: “Travel is growing in NZ, with ad investment up nearly 10% year-on-year. That growth is intensifying competition across airlines, cruises and destinations. Nielsen Ad Intel gives advertisers the independent view of where budgets are moving, which brands are spending big or dialling back, and which channels are driving the change. That clarity helps marketers know competitors, spot challenges early, and invest with confidence where eyeballs convert to bookings.”
About Nielsen Consumer & Media Insights (CMI)
Nielsen Consumer & Media Insights, with its extensive breadth and depth of data, lets you access consumer research that is vital to achieving strong business and marketing goals.
这是理解不断演变的消费者格局不可或缺的工具。凭借丰富的人口统计和生活方式数据、购买行为与意图信息，以及全面的媒体习惯报告，CMI助您制定成功的品牌、广告和营销策略。
CMI为识别优先受众群体提供了不可或缺的资源，这些信息可用于指导广告媒体的策划、购买或销售，为商业和消费者策略提供依据，并构建全面的市场/品类格局视图。
关于尼尔森Ad Intel
Ad Intel 提供当今最全面的跨平台广告情报。通过直观的软件，可以审查和比较跨媒体、公司、类别或品牌的广告活动以及历史数据。
请注意： 尼尔森按公布的费率卡价值监测主要媒体的广告总支出。虽然某些媒体所有者会提供折扣，但费率并不公开。另请注意，类别和品牌/产品分组数字由尼尔森自行决定分组。
关于尼尔森
Nielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiences – now and into the future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, YouTube, 在 Facebook 上 和 Instagram).
媒体联系方式
丹-查普曼
尼尔森亚太区传播副总监
+61 404 088 462
