Rotorua is eager to welcome more Asian travellers into its embrace of rich culture and heritage as well as unique natural landscapes
Rotorua, a familiar destination on the New Zealand circuit, is rolling out the welcome mat for even more Asian visitors, especially those from emerging source markets like the Philippines, Indonesia, Vietnam, and Thailand.
Motivation to visit – and revisit – will come from Rotorua’s wide variety of products across adventure, culture, wellness and scenic categories, as well as new activities and refreshed accommodation options.
Speaking to TTG Asia during TRENZ 2025, a travel trade show dedicated to raising the profile of New Zealand destinations, Andrew Wilson, chief executive for RotoruaNZ, said destination reach is already well established in Singapore, China, and India, and RotoruaNZ’s strategy has been to “ensure products and operators are ready for those markets”.
For the China market, RotoruaNZ recently inked an MoU with Air China that will result in joint activity to raise destination awareness and drive higher Chinese arrivals to the Sulphur City – a nickname Rotorua earned for its active geothermal system and abundant hot springs.
RotoruaNZ shared that in 2024, Asian arrivals spent NZ$15.3 million (US$9 million) in the destination on card alone, excluding pre-paid tours, cash or online spend.
“We’re really fortunate that a number of established operators have some great resource, some really key people who visit these Asian markets pretty regularly to sell the best that Rotorua has to offer,” he said.
And, Rotorua’s best tourism options are expanding.
Come September, Redwoods Treewalk and Nightlights will unveil Redwoods Glowworms, a 70-metre eco cave featuring rock formations, cascading waterfalls, a cool environment that is home to over 5,000 glow-worms. The experience combines conservation, education, and adventure.
Bruce Thomasen, co-founder of Redwoods Treewalk and Nightlights, said Redwoods Glowworms is a result of a partnership with Expedition Earth duo Bridget Thackwray and Topher Richwhite, who have developed the bio-integrative designs and the eco-environment that allows glow-worms to thrive.
Also new is the high-end Wai Ariki Hot Springs and Spa that sits on the shores of Lake Rotorua. This facility combines Mãori culture and Ngãti Whakaue water healing practices, with its star attraction being the two-hour, seven-step Restorative Journey, which takes rejuvenation seekers from the Te Hihiri Blessing Stone ritual through Te Tukinga Tongariro Fire & Ice Caves, Te Pae Paru Geothermal Mud Lounge, and more.
Several hotels in the destination have undergone recent refurbishment.
Millennium Hotel Rotorua has completed the first phase of major renovations of its guestrooms and facilities. It has been almost 20 years since the last full remodel was ordered.
Refreshed guestrooms at the hotel now boast updated bathrooms with geothermally heated water systems, luxurious comforts, a vibrant colour palette inspired by Rotorua’s volcanic and lake tones, and a floor-to-ceiling photo panel that showcases images ofunique events, attractions, and landscapes of Rotorua.
Deluxe rooms offer guests a relaxing soak in locally made cedar hot tubs.
The second phase of renovation is expected to finish by 4Q2025.
The 130-year-old On The Point Lake Rotorua luxury lodge also unveiled refurbished rooms in September, with final rounds works to complete this December.
According to Ann Gregor, general manager of On The Point Lake Rotorua luxury lodge, and a veteran who has served Rotorua’s tourism industry for the past 30 years, Rotorua is being rejuvenated “in the good hands of our mayor Tania Tapsell, who understands tourism and backs us”.
Gregor shared that Rotorua’s community spirited approach to tourism business and development meant that travel trade buyers and their guests would benefit from the warmest of hospitality.
“There’s a lot of mums and dads, daughters and sons working together within the tourism industry here. If somebody came to me and I didn’t have what they needed, I would more than likely know of someone else who could help.
She explained: “So, instead of just leaving the problem, I would take them or introduce them (to the alternative). That’s how we do things in Rotorua.”
Meanwhile, Wilson sees strong potential in Rotorua’s Mãori culture to draw Asian visitors.
He observes that travellers are increasingly drawn to connections with the place they are visiting. Learning and interacting with the indigenous tribes in Rotorua can provide that desired experience.
Te Puia is a major attraction in Rotorua, offering travellers a single gateway to the destination’s Mãori heritage and arts, geothermal features, and kiwi conservation efforts through informative guided tours. It is home to the world-renowned Põhutu Geyser in the Te Whakarewarewa Geothermal Valley, as well as the New Zealand Mãori Arts and Crafts Institute, where students develop traditional skills in weaving, and wood, stone, and bone carving – playing a vital role in preserving Mãori culture.
Guided tours at Te Puia include visits to the institute, with opportunities to observe and engage with artists at work.
Affluent Asians may also increasingly feel at home in Rotorua, as the destination has several top-end experiences to offer, from “world-class spa experiences” offered by Wai Ariki Hot Springs and Spa and Polynesian Spa to “spectacular tours” conducted by the likes of Volcanic Air, which operates scenic flights and air tours of the region.
Rotorua’s luxury accomodation options will continue to grow with a future five-star hotel set to rise on the banks of Lake Rotorua and a new luxury lodge that may be announced in the next 12 to 18 months, revealed Wilson.
According to Wai Ariki Hot Springs and Spa’s general manager, Debbie Robertson, the hotel by Lake Rotorua shares the same owner and the search for a suitable operator is underway.
Once opened, the luxury hotel will enhance the experience of geothermal water wellness retreats with the convenience of connected access.
Robertson told TTG Asia that Wai Ariki Hot Springs and Spa acts as a catalyst to the elevation of Rotorua’s cultural offerings into the premium travel space.
“What we do gives other Mãori business owners the inspiration that they, too, can offer a product at a luxury or premium price point. Te Puia is another great example of a successful Mãori operator in the premium travel space,” she explained, adding that affluent travellers can benefit from a finer form of storytelling and experiences that connect them with Rotorua’s tribes, land, waterways and mountains.
