This exploratory study aims to categorise the factors affecting customer activity in the tourism industry of Aotearoa/New Zealand post-Coronavirus Disease (COVID-19) and the 2022 reopening of borders. The significance of the study can be explained by the fact that tourism is a substantial part of Aotearoa/New Zealand’s economy. Annual international tourism revenue before COVID-19 pandemic was $17 billion, contributing 20.1 per cent to Aotearoa/New Zealand’s total exports of goods and s…