Six new regional initiatives are boosting international visitor numbers in autumn and winter, taking tourists beyond traditional hot spots to see more of New Zealand.
Tourism and Hospitality Minister Louise Upston said the successful regional tourism organisations will receive NZD three million for short, sharp campaigns across regional New Zealand.
“I’m pleased to announce support for six successful initiatives, ranging from the top of the North to the bottom of the South Island. There’s again a strong focus on the Australian market, with one setting its sights on North America,” said Upston.
The successful bids are:
- NZD 600,000 for a top-of-the-North initiative led by RotoruaNZ
- NZD 600,000 for a central North Island and Nelson / Marlborough initiative led by WellingtonNZ
- NZD 600,000 for a central South Island initiative led by ChristchurchNZ for a winter-focused marketing campaign
- NZD 170,000 for a top-of-the-South initiative led by Development West Coast
- NZD 350,000 for a lower South Island initiative led by Great South
- NZD 680,000 for a nation-wide initiative, led by Tātaki Auckland Unlimited, focused on the North American market.
“I’m thrilled to see tourism businesses working together with councils and communities to get in behind this. We want tourists travelling across New Zealand, so they’re aware of everything New Zealand has to offer."
She added that every café selling a coffee, every motel getting a booking, and every attraction that’s visited will benefit from increased visitor numbers.
The Regional Tourism Boost contestable fund opened in February. Applicants were encouraged to collaborate to attract more international visitors to their wider regions over autumn and winter. The fund was part of Tourism Boost, developed by the Government in partnership with the industry to support an immediate growth in visitor numbers.
This regional activity, alongside the previously announced Australia campaign and funding to encourage more business events, will continue to boost tourism and drive economic growth.
“This is a year of opportunity for tourism. The numbers are already tracking up, and 2025 is our chance to further reinforce its value to a humming, vibrant country, where we welcome anyone, from anywhere, anytime."
