Despite often being marketed as an adventure haven, New Zealand is mainly attracting more sedate visitors.
A new study shows just over three quarters of travellers to New Zealand are 35 and older, and many are seeking a safe holiday in a familiar place with good scenery.
Most visitors come from Australia with 56 per cent hopping across the Tasman for a holiday, while South Africans, Germans and Chinese also like to visit, according to the Visa study.
"The world is looking to China and other high growth markets and New Zealand is no different," Visa spokesman Ross Jackson said.
"Two per cent of people surveyed in China said they were most likely to travel to New Zealand in the next year, although 11 per cent of Chinese travellers indicated Australia would be their next holiday destination."
And when they do visit, tourists spend big - forking out almost $300 more than global travellers on average, with spending expected to rise in the future.
Most of that money is spent on shopping, dining and leisure activities.
Overseas tourists were also found to stay longer in New Zealand than in other countries, booking out hotels for 13 nights compared to 10 elsewhere.
And if New Zealand wants to keep the dollars rolling in, it should target its tourism campaigns at women, who stay longer and spend more than men.
Women clock up bills of $3683 on average during visits compared to $3051 for men.
The Visa Global Travel Intentions Study 2013 interviewed 12,631 travellers aged 18 and above, across 25 markets in the Asia Pacific, Europe, Africa & Middle East and the Americas.