Domestic tourism in New Zealand: the Kiwi family holiday

In New Zealand, 56 % of all tourism earnings come from domestic tourism (Ministry of Tourism, 2009), yet the attention by the government is primarily directed towards international tourism. In fact, Interactive Travellers, New Zealand’s target market, comprise young people and more mature tourists travelling without children (Tourism New Zealand, 2009) creating a gap for families with children. This article looks at the significance of domestic holidays for New Zealand families. It establishes a definition of Kiwi family holidays and explores additional aspects of national and social identity formation