Tourism New Zealand will branch out into the domestic visitor market following an independent review.
Commissioned by the Ministry of Business, Innovation, and Employment, the review examined ways in which Tourism New Zealand can support the country's tourism needs moving forward.
It found Tourism New Zealand to be "exceptional" at marketing the country as a destination, but argued that the organisation was in a good position to provide in-depth insight into domestic tourism and review regional dispersal.
"TNZ provides in-depth insight into the preferences of international visitors. No national-level entity systematically collects and shares insights on the preferences of domestic visitors," the report said.
"The absence of systematic information on the preferences of domestic visitors is a significant gap. TNZ is best placed to fill that gap."
Historically, the organisation has focused on the international visitor market.
"The role TNZ plays in our tourism success cannot be underestimated. They come up with innovative, informed marketing campaigns that work, and are respected worldwide," said Tourism Minister Kelvin Davis.
"The findings show there are opportunities for TNZ to expand their role and apply their expertise in other areas of the tourism system, including in data and insights."