Bush and Beach

What Bush and Beach does

Bush and Beach Limited is a family-owned Auckland-based tour operator founded in 1984, positioning itself as the longest-running eco tour company in New Zealand (42 years of operation as of 2026). It sells guided day tours and private tours departing Auckland, covering Hobbiton Movie Set, Waitomo Glow Worm Caves, Rotorua, Coromandel, Matakana, Kumeu Wine Country, and city/nature itineraries (e.g., Piha black sand beach and Waitakere Ranges), operated from small-group Mercedes Sprinters with hotel pick-up and drop-off in Auckland City Centre.

The product portfolio comprises roughly 30+ SKUs across three streams: scheduled small group tours (per-person pricing NZ$105–NZ$595), private tours for groups of 1–6 or 1–5 (per-group pricing NZ$1,380–NZ$3,125), and charter bus hire for local/corporate clients. Core technology is not proprietary — booking is handled through the Rezdy platform on bushandbeach.co.nz, with distribution via TripAdvisor, Viator, a dedicated travel agent portal, and earned media coverage. There are no AI/ML or SaaS components; the offering is fundamentally service-led.

The business model is transactional tourism revenue: per-person tickets for scheduled tours and per-group rates for private charters, with promotional discounting (WINTER15 for travel through August 2026) and a free 24-hour cancellation policy. Target customers are inbound international tourists and domestic visitors to Auckland, plus a secondary local/corporate segment added during pandemic-driven pivots. The company holds Toitū Net Carbon Zero certification (since April 2017, maintained through 2026) and Qualmark Gold Sustainable Tourism status, which underpin its eco-tourism positioning and act as soft entry barriers against commoditised competitors.

Name

Bush and Beach

Legal name

Bush and Beach Limited

Website

https://bushandbeach.co.nz

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

11–50 employees

Short description

Bush and Beach is a family-owned Auckland-based eco-tour company (founded 1984) offering small group and private guided day tours from Auckland to Hobbiton, Waitomo, Rotorua, Coromandel, wine regions, and nature destinations, serving international and domestic visitors.

Ownership category

akta.pro rank

Product category

Guided Day Tours and Tourism Services

NAICS

Tour Operators (561520)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Rainforest & Jungle Ecotourism Tours (THAAAEAF)

Keywords

• Guided day tours
• Small group tourism
• Eco tourism services
• Wine tasting tours
• Private charter tours

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Others

Revenue model

1. Scheduled Small Group Tours: Per-person ticket sales for scheduled small group day tours departing Auckland, including city tours, nature tours, Hobbiton tours, wine tours, and combination tours. Most scheduled tours have no minimum number requirement.
2. Private Tours: Per-group private tour bookings priced for groups of 1–6 or 1–5 people with per-person additional charges for extra participants. Covers bespoke tours to Hobbiton, Waitomo, Rotorua, Coromandel, Matakana, and other destinations.
3. Charter Bus Hire: Vehicles and drivers hired for private events and custom private tours to destinations chosen by clients. Part of pivot strategy to serve local market when international tourism was restricted.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Bush and Beach operates small group and private guided day tours from Auckland, covering Hobbiton Movie Set, Waitomo Glow Worm Caves, Rotorua, Coromandel, Matakana, Kumeu wine country, and Auckland city and rainforest destinations. The company also provides private charter bus hire for corporate events and bespoke group tours, with all bookings processed online or through travel agents and accompanied by hotel pick-up and drop-off.

Product overview

Bush and Beach is a small group tour company offering a portfolio of scheduled day tours and customizable private tours from Auckland, New Zealand. The core offering includes scheduled small group tours (up to 21 passengers in Mercedes Sprinters) across categories: Hobbiton movie set tours, nature tours to rainforests and black sand beaches, city tours, wine tours, and combination experiences. Private tours form a separate module with 18+ variants covering Auckland city, nature, wine regions (Kumeu, Matakana), Hobbiton, Rotorua, Coromandel Peninsula, and cave experiences including Waitomo glowworm caves. The company also offers group day out options. The product portfolio is unified under the Bush and Beach brand with tour codes for each offering.

Differentiator

Problem solved

Functional benefit

Products and services

• Hobbiton Express Tour with Party Marquee Lunch Small group scheduled day tour from Auckland to Hobbiton Movie Set with Party Marquee lunch and Green Dragon drink, including access inside a Hobbit hole. Tour code BB1, NZ$410 per adult.
• Hobbiton and Waitomo Caves Day Tour with Lunch Scheduled small group full-day tour combining Hobbiton Movie Set and Waitomo Glow Worm Caves, including Party Marquee buffet lunch and boat ride through the glowworm grotto. NZ$510 per adult, minimum age 5.
• Wilderness Experience Nature Tour Scheduled small group afternoon nature tour to Piha black sand beach and native rainforest, including Arataki Visitor Centre, Māori carvings, and afternoon tea. NZ$200 per adult.
• Auckland City Revealed Tour Scheduled small group 3-hour morning city tour of Auckland covering history, sights, Māori history, Domain, Ponsonby, Devonport, and Harbour Bridge views. NZ$105 per adult.
• Auckland Wine Country with Lunch Scheduled small group half-day wine tour to Kumeu Wine Country including vineyard lunch with wine and tastings at 3 historic wineries. NZ$310 per adult, minimum 2 people.
• Coast & Rainforest Walking Day Tour Scheduled small group full-day nature tour with guided rainforest walk, black sand beach visit, coastal views, and lunch included. NZ$310 per adult.
• A Taste of Auckland — City and Wine Tour Scheduled combined full-day tour of Auckland city in the morning and Kumeu wine country in the afternoon with vineyard lunch and tastings at 3 locations. NZ$400 per adult.
• Best of Both Worlds — Auckland City and Nature Tour Scheduled combined full-day tour pairing Auckland city sightseeing with a nature tour to Piha black sand beach and rainforest. NZ$295 per adult.
• Auckland to Rotorua via Hobbiton Movie Set Scheduled one-way transfer tour departing Auckland, visiting Hobbiton Movie Set with Party Marquee lunch and Green Dragon drink, and dropping off in Rotorua. NZ$495 per adult.
• Rotorua to Auckland via Hobbiton Movie Set Scheduled one-way transfer tour departing Rotorua, visiting Hobbiton Movie Set with lunch, ending in Auckland. NZ$495 per adult.
• Rotorua to Auckland via Hobbiton and Waitomo Scheduled full-day tour from Rotorua to Auckland via Hobbiton Movie Set and Waitomo Caves, with Party Marquee lunch feast. NZ$595 per adult.
• Auckland City Sights & Waiheke Zipline Delights Scheduled small group adventure tour combining morning Auckland city tour with Fullers ferry to Waiheke Island and EcoZip Adventures' three 200m flying-fox ziplines through native forest. NZ$250 per adult.
• Private Auckland City Tour Private 3-hour Auckland city tour with flexible itinerary for up to 6 people, tour code BB1P, NZ$1,380 per group.
• Auckland City and Museum Private Tour Private 4.5-hour tour of Auckland City and Auckland Museum with Māori cultural performance, for up to 5 people. NZ$1,520 per group.
• Coast & Rainforest Private Walking Day Tour Private 7-hour nature tour with three one-hour guided hikes, rainforest walk, clifftop tracks, picnic lunch, and black sand beach visit. NZ$1,550 for up to 5 people.
• Best of Both Worlds Private Tour Private 8.5-hour combined Auckland city and nature tour with Arataki Visitor Centre, Piha black sand beach, and afternoon tea. NZ$1,770 for up to 6 people.
• Auckland Wine Country Private Tour Private half-day wine tour to Kumeu Wine Country with tastings and Muriwai Beach gannet colony viewing. NZ$1,550 for up to 5 people.
• Private Hobbiton Day Tour Private 9-hour day trip to Hobbiton Movie Set with early arrival, Party Marquee lunch, Green Dragon drink, and $10 souvenir voucher. NZ$2,050 for 1–5 people.
• Hobbiton and Waitomo Private Day Tour Private 12-hour tour combining Hobbiton Movie Set and Waitomo Glow Worm Caves with cave boat ride through the glowworm grotto. NZ$2,550 for 1–5 people.
• Private Rotorua Tour from Auckland Private 11.5-hour day tour from Auckland to Rotorua featuring Te Puia geothermal area, Māori cultural performance, Kiwi bird viewing, and lunch. NZ$2,625 for 1–5 people.
• Hobbiton and Rotorua Private Tour from Auckland Private 12.5-hour full-day tour combining Hobbiton Movie Set with Te Puia geothermal wonders, Kiwi birds, Māori cultural show, and Hāngī Lunch Buffet. NZ$3,125 for 1–5 people (up to 8).
• Private Rotorua to Auckland via Hobbiton Movie Set Private 7-hour transfer tour from Rotorua to Auckland with Hobbiton Movie Set tour, lunch, and transfer. NZ$2,475 for 1–5 people.
• Coromandel Private Day Tour Private full-day tour to Coromandel Peninsula including Driving Creek Railway, Hot Water Beach, Cathedral Cove, and Kauri tree viewing. NZ$2,375 for 1–5 people.
• A Taste of Auckland Private Tour Private full-day tour combining Auckland city exploration with Kumeu Wine Country tastings and Muriwai Beach. NZ$2,000 for 1–5 people.
• Nature and Wine Entwined Private Tour Private tour launched in April 2025 combining ancient rainforest walk, historic winery visits, black sand beach at Muriwai, and gannet colony viewing. NZ$2,150 for up to 5 people.
• Caves and Kiwi Birds Private Tour Private tour featuring Ruakuri cave system, Waitomo glowworms, and Otorohanga Kiwi House with native bird park. NZ$2,350 for 1–5 people.
• Black Water Rafting and Kiwi Private Tour Private adventure tour including Black Labyrinth black water rafting in Waitomo caves (ages 12+, minimum weight 45kg) and Otorohanga Kiwi House visit. NZ$2,650 for 1–5 people.
• Great Tastes of Matakana Private Tour Private wine and food tour to Matakana region with 2 vineyard tastings, Brick Bay sculpture trail, vineyard lunch with wine, honey tasting, and gelato. NZ$2,050 for 1–5 people.
• Matakana Day Trip — Group Day Out Group day trip to Matakana including 2 wineries, Brick Bay sculpture park, lunch with wine, and Charlies gelato, Wednesday to Sunday. Pricing on application (POA).
• Kumeu Wine Country with Lunch — Group Day Out Group afternoon wine tour to Kumeu Wine Country with lunch at Soljans and tastings at 3 locally owned vineyards. Pricing on application (POA).
• Charter Bus Hire Vehicles and drivers hired for private events and custom private tours to client-chosen destinations, used by corporate and community groups within New Zealand.

Quantifiable outcome

• 59 Ōi (Grey-faced Petrel) birds banded in 2025 at Te Waha Point, Piha — highest recorded number in that area — attributed to Bush and Beach's ongoing pest control work

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

15 partnerships are on record, tiered core and minor.

• Trees That CountcoreStrategic or Co-development Partner · 1 January 2022Bush and Beach offers customers the option to add a $5 donation when booking online, which the company matches, planting a native tree in Auckland through Trees That Count community-based planting projects. Since 2022, 920 trees have been planted. The company also contributes funding to local environmental planting initiatives.
• Pest Free PihacoreStrategic or Co-development PartnerBush and Beach participates in the Pest Free Piha pest control program, contributing to wildlife conservation efforts at Piha and the Waitakere Ranges. Their pest control work has been attributed by Pest Free Piha as a contributor to record bandings of Ōi (Grey-faced Petrel) birds — 59 banded in 2025, the highest number recorded in the area at Te Waha Point.
• Piha (Waitakere Ranges) Environmental ConservationcoreStrategic or Co-development PartnerLong-standing partnership with the local environment around Piha and the Waitakere Ranges, including pest control work since 2014 and native planting programs. Company uses some booking revenue to fund local pest control and plant native plants in local communities. 3,950 plants planted to date.
• Hobbiton Movie SetcoreStrategic or Co-development PartnerBush and Beach runs daily scheduled and private tours from Auckland to the Hobbiton Movie Set. The company has been running daily tours to Hobbiton for 11 years. They work closely with the Hobbiton team and guests can go inside Hobbit holes and have lunch at the Party Marquee. The company was invited to the grand opening of the Bagshot Row 'Venture beyond the door' experience.
• Waitomo Glow Worm CavescoreChannel Partner/ Reseller/ DistributorBush and Beach includes Waitomo Glow Worm Caves admission and guided tour (including the iconic boat ride through the glowworm grotto) in combined Hobbiton and Waitomo tour packages from Auckland.
• Te Puia (Rotorua)coreChannel Partner/ Reseller/ DistributorBush and Beach's Rotorua private tour includes guided tours of the Te Puia geothermal area, Māori cultural performance, Kiwi bird house, and Hāngī Lunch Buffet at the Te Puia restaurant overlooking the geysers. Also includes entry to New Zealand Māori Arts & Crafts Institute.
• Matakana Wine Region Wineries (Brick Bay, Matakana Estate, Herons Flight, Charlies Gelato, Warkworth Honey Centre)minorChannel Partner/ Reseller/ DistributorBush and Beach's Matakana tours visit multiple local wineries, gelato shops, and honey centres including Brick Bay Winery (sculpture park), Matakana Estate, Herons Flight (Italian varietals), Charlies (award-winning gelato), and the Warkworth Honey Centre.
• Otorohanga Kiwi House and Native Bird ParkminorChannel Partner/ Reseller/ DistributorBush and Beach's Caves and Kiwi and Black Water Rafting tours include a visit to the Otorohanga Kiwi House and native bird park where guests can see New Zealand's iconic Kiwi bird and learn about breeding programmes.
• Black Water Rafting Company (Waitomo)minorChannel Partner/ Reseller/ DistributorBush and Beach's Black Water Rafting and Kiwi tour includes the Black Labyrinth experience — black water rafting in wetsuits through the Waitomo cave system with the Legendary Black Water Rafting Company.
• EcoZip Adventures (Waiheke Island)minorChannel Partner/ Reseller/ DistributorBush and Beach's Auckland City Sights & Waiheke Zipline Delights tour includes a Fullers ferry crossing to Waiheke Island followed by EcoZip Adventures' three 200m flying-fox zipline experience and native forest walk.
• Driving Creek Railway (Coromandel)minorChannel Partner/ Reseller/ DistributorBush and Beach's Coromandel Private Day Tour includes a ride on the Driving Creek Railway — a personally designed and built mountain railway through rugged regenerating native forest in the Coromandel Peninsula, created by Barry Brickell.
• Good George Brewing HamiltonminorChannel Partner/ Reseller/ DistributorBush and Beach partnered with Hobbiton Movie Set and Good George Brewing Hamilton on the 'Hobbiton and Hops' day tour. Good George Brewing makes the beer served at the Green Dragon Inn at Hobbiton.
• Forbes (Press Recognition)minorGTM or Marketing PartnerBush and Beach was featured in a Forbes article about regenerative tourism in Auckland, highlighting their environmental initiatives including tree planting and pest control.
• Auckland MuseumminorChannel Partner/ Reseller/ DistributorThe Auckland City and Museum private tour includes a guided tour of Auckland Museum, which holds 2,000 priceless Māori artifacts, natural history exhibits, and a war memorial. The tour also includes a Māori cultural performance at the museum.
• Kumeu Wine Region Wineries (Soljans, Kumeu River, Westbrook, Coopers Creek, Hunting Lodge, Vineyard Cottages)coreChannel Partner/ Reseller/ DistributorBush and Beach's Auckland Wine Country tours visit historic Kumeu wineries including Soljans (family-owned since 1937), Kumeu River (world-famous Chardonnay, run by Brajkovich family), Westbrook, Coopers Creek, Hunting Lodge, and Vineyard Cottages.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• GetYourGuide: Global OTA marketplace for tours, attractions, and experiences. Comparable to Viator as a parallel distribution channel and aggregator of competing Auckland and Hobbiton tour offerings.
• Viator: Global online travel agency marketplace where Bush and Beach is already listed alongside many competing NZ tour operators. Viator is a key distribution channel and an indirect competitor aggregating comparable Hobbiton, Waitomo, and nature tours from multiple operators.
• Real Journeys: Established New Zealand tourism operator (Doubtful Sound, Milford Sound, Te Anau, Queenstown) with overlapping tour offerings in the broader NZ sightseeing category. A larger incumbent with broader geographic reach and a stronger brand in southern NZ, but competing for the same visitor wallet and travel-agency shelf space.

Direct peers

• GreatSights New Zealand: New Zealand-wide day tour operator (Ngāi Tahu Tourism) running itineraries that overlap directly with Bush and Beach's Hobbiton, Waitomo and Rotorua routes. Operates at a larger scale and broader geographic footprint, making it a close substitute for many of Bush and Beach's scheduled tours.
• Hobbiton Movie Set: The operator of the Hobbiton Movie Set itself, running tours from Matamata. Direct overlap with Bush and Beach's highest-profile product line (Hobbiton tours), and simultaneously a strategic partner that supplies admission to Bush and Beach's tours.
• Auckland Whale & Dolphin Safari: Auckland-based eco-tour operator running marine wildlife experiences from the same Auckland departure market. Comparable as a sustainability-positioned, Auckland-departing tour operator targeting inbound visitors, though their core product is wildlife boat-based rather than land-based.
• Leisure Time Tours: Small Auckland-based day-tour operator running Hobbiton, Rotorua, and Coromandel day trips from Auckland with a similar small-group format. Closely comparable on product, customer segment, and departure geography to Bush and Beach.
• Explore Group: Auckland-based tour and boat cruise operator offering day experiences around Auckland and the Hauraki Gulf. Comparable as an Auckland day-tour operator targeting the same inbound tourist segment, though Explore Group's portfolio skews more to marine activities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/bushandbeach
• Facebookfacebook.com/bushandbeachnz
• LinkedInlinkedin.com/company/bushandbeachnz

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bush and Beach