One in five domestic holidaymakers list Wellington as their favourite destination, a new survey shows.

In the inaugural Mood of the New Zealand Traveller survey, which canvassed 1000 Kiwis, Wellington was the most popular choice, gaining 21 per cent. Auckland was second most popular, Christchurch third, Queenstown fourth and Nelson fifth.

Australia and the United States were the top two international holiday picks.

The survey, a new quarterly travel measure from customer loyalty programme Fly Buys and market researchers Colmar Brunton, also showed the capital's Have a Love Affair with Wellington marketing campaign may have had unexpected results.

The drive, aimed at domestic travellers, started in July 2008. Two per cent of those surveyed reported a "romantic conquest" on their visit to the city.

Figures issued at the start of the campaign showed the domestic market forms Wellington's largest visitor market, bringing in $557 million to the local economy each year. Domestic tourism is worth $24 million a day to New Zealand's economy.

Positively Wellington Tourism chief executive David Perks said: "Wellington's gone from being somewhere people couldn't wait to leave to somewhere people can't wait to get to, and that's been a team Wellington effort.

"It's a credit to people who have made the bold decisions necessary to make things happen, but just as much to the residents who make visitors feel welcome, to the businesses and the events that attract and entertain them."

Of those polled at least half said being too busy at work stopped them taking a break, and of those that did get away, a quarter stayed in touch with the office throughout their holiday.

The darker side of holiday love-affairs was also represented with 6 per cent of respondents reporting they were holidaying to "get away from someone".

With disposable income hurt by the recession, 19 per cent of those surveyed said they had been nowhere in the past six months, with finances the main impediment.

However, only 8 per cent thought they would be stuck at home for the next six months, and 40 per cent said they planned to take at least three trips.

Only 12 per cent of people said they sought thrills on holiday. Most were off to see friends and family, while at least half were headed to the beach.