NEW ZEALAND/AOTEAROA. In the run-up to its much-anticipated Request for Proposal (RFP) process for the Gifts of New Zealand destination retail offer, Auckland Airport has issued a timely update on the most in-demand gifts from Kiwi and overseas travellers.
As reported, the RFP embraces 11 sites in the international terminal’s departures areas across both landside and airside.
Here, courtesy of Auckland Airport, are some key destination merchandise-related facts and themes:
- Every week, for each bottle of a New Zealand health supplement purchased, six pots of Mānuka honey are snapped up by international travellers*.
- Auckland Airport’s top New Zealand gift purchases all share three key ingredients: local provenance, meaningful connection, and a distinctly Kiwi story.
- On an average weekly basis, for every two t-shirts purchased, one plush Kiwi or sheep toy is purchased, and for every Buzzy Bee sold, ten tins of New Zealand butter are sold*.
*Based on average weekly sales
Around 16,000 travellers depart Auckland Airport’s international terminal each day, and locally made products, indigenous design, natural ingredients, sustainable production methods, or renowned local brands are the gift of choice for international visitors and Kiwi travellers.
Auckland Airport Head of Retail Lucy Thomas said travellers are wanting to leave with something meaningful and are buying gifts that make them feel genuinely connected to New Zealand.
“International visitors are excited to take a piece of New Zealand home with them, and Kiwis are looking to share a piece of home wherever they go,” she said.
“We commissioned two phases of in-depth qualitative research** with our travellers on site during 2025 and 2026, which showed authenticity is one of the strongest values in driving engagement and buying.
“Travellers want ‘real NZ’ products, rather than generic souvenir-driven items. Other destination research we commissioned with The Mercurius Group found that 82% of Kiwis are willing to buy souvenirs that are culturally authentic and locally made.”
** Research commissioned with Forward Insight, undertaken in 2025 and 2026
Health and beauty products, such as New Zealand-made skincare and wellness products (including Mānuka honey), are the top category gift choice for travellers. They are followed closely by confectionery which comes in second, with Whittaker’s chocolates being a popular choice***.
Travellers are also keen to get their hands on New Zealand-themed souvenirs and apparel, including t-shirts, caps, soft toys, magnets and keyrings. Other favourites include merino, natural fibre clothing and premium sheepskin boots and slippers; plus sporting merchandise from Kiwi national sports teams.
Authentic pounamu jewellery, adornments and sculptures are in high demand – highlighting the increasing demand for items that are New Zealand-made or represent Māori and Pasifika culture.
Along with providing the sense of connection to New Zealand, travellers are keen to purchase gifts that are travel-friendly and easy to carry and transport overseas; and that are recognisable Kiwi brands with strong heritage, plus showcase local innovation and craftsmanship.
*** Top categories based on July 2026 sales from a group of destination-focused retail stores
Building on success – adding to the best of New Zealand for travellers
Thomas said Auckland Airport is looking to retain what works today while building on that success for the next generation of its retail proposition, enabling more Kiwi businesses to connect with travellers.
“We’ve looked at the research we commissioned to understand consumer behaviour and shape our future planning,” she said.
“Repositioning traditional souvenir and gift stores as contemporary, emporium-style retail destinations that showcase the breadth, depth and quality of New Zealand products across multiple categories is important to us.
“We want travellers to encounter a richer expression of Aotearoa New Zealand to take away with them, including brands they already love, alongside new products they may have just discovered.
“New Zealand has immense talent and innovative products, and we want to help showcase it. Our role is to create a platform that gives more of those businesses the visibility, partnerships and access they need to grow, and to help put New Zealand and Tāmaki Makaurau [Auckland’s traditional Māori name] on the map.”
With more than 10.4 million international travellers moving through the terminal each year, Auckland Airport offers a high-profile platform for New Zealand products and stories.
For Kiwi brands ready to supply, scale or partner in an airport retail environment, Thomas encouraged such businesses to get in touch now.
“We’re keen to hear from a diverse range of creative New Zealand retailers, makers, producers and suppliers who are ready to scale up into an airport environment like ours,” she explained.
“If brands are looking to be connected, then Auckland Airport is wanting to help companies do that. A variety of opportunities are available for both products and stories that resonate with New Zealanders and international visitors alike.” ✈
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