Social Media is the New Lifeline for NZ Tourism Businesses
The way travellers discover, evaluate, and book their next adventure has shifted. According to Sprout Social’s 2025 Impact of Social Media Report, social media is no longer just about likes and follows. It’s a proven driver of revenue, loyalty, and customer acquisition. For campsites, holiday parks, and tourism operators in New Zealand, this represents a huge opportunity to stay ahead of the curve.
From Awareness to Bookings: Social Media’s Full-Funnel Power
The report shows that 67% of marketing leaders believe social media drives brand awareness, but more importantly, over half say it directly influences customer acquisition, loyalty, and even revenue.
For a campsite or tourism operator, that means your posts aren’t just showcasing a stunning sunset or cosy cabin. They’re shaping travellers’ decisions about where to stay and what experiences to book. The right content strategy can turn social engagement into real-world bookings.
Why Quality Content Matters More Than Volume
One of the biggest takeaways from the report is that posting more isn’t the answer. In fact, while publishing volume decreased from 2023 to 2024, engagement grew by nearly 20%. Audiences crave authenticity and originality, not endless filler.
For tourism businesses, that means prioritising:
User-generated content – Encourage guests to share their stay and reshare it with credit.
Storytelling posts – Highlight the unique experiences you offer, whether it’s stargazing at a remote DOC site or hosting family BBQ nights.
Behind-the-scenes insights – Show your team at work, the seasonal changes in your landscape, or how you care for the environment.
Quality storytelling builds trust, and trust drives bookings.
Choosing the Right Platforms
Not all platforms deliver the same impact. The report found that Facebook, YouTube, and TikTok are the top drivers of business results globally. For New Zealand tourism operators, that’s significant:
Facebook remains key for community groups, event promotion, and targeting Kiwi travellers.
TikTok opens the door to younger audiences seeking unique, “hidden gem” experiences.
YouTube is a powerful platform for long-form storytelling. Think virtual tours, guest testimonials, or destination guides.
Experimenting on emerging platforms like Threads or Reddit may also pay off for niche communities of outdoor adventurers.
Proving ROI Matters, Even for Small Tourism Operators
One challenge highlighted in the report is attribution. Many businesses struggle to prove the link between social posts and revenue . For small operators, this can feel overwhelming, but even simple steps can help:
Use trackable booking links in your posts.
Encourage guests to mention your social page when booking.
Monitor which posts generate the most enquiries.
Even without a big analytics team, these small wins show you what’s working, and give you the confidence to invest more in social.
The Opportunity for NZ Tourism
The tourism industry in New Zealand thrives on storytelling, community, and experience. Social media gives campsites and operators the tools to share those stories directly with travellers, without relying solely on third-party booking sites.
The report is clear: the businesses that put social first, not just as an afterthought, but as a central part of their marketing, will be the ones that thrive. For NZ tourism, that means leaning into the platforms your guests already use, creating content that connects, and showing the real impact of your online efforts.
At Driftwood Digital, we help tourism operators turn social media into a growth engine. If you’re ready to transform your campsite or tourism business through smarter digital storytelling, let’s chat!
