Additional funding is expected to attract over 70,000 more visitors to New Zealand every year, according to the Government.
A new NZD 13.5 million investment in international tourism marketing is expected to deliver an extra 72,000 international visitors to our shores, Tourism and Hospitality Minister Louise Upston said.
“The additional funding into Tourism New Zealand will drive international visitor numbers and will be targeted towards our core markets of Australia, the United States and China over the next few years,” Upston said.
“We know how important marketing is to attract visitors, with around 14 per cent of international holiday visitors directly influenced by Tourism New Zealand’s marketing activity.”
This is the first investment in the Government’s Tourism Growth Roadmap, which has set out a series of Government initiatives and investments for the Government and industry to work together to double the value of tourism exports by 2034.
The Minister said that international visitors continue to bring billions of dollars into the economy and these markets are the driving force behind our tourism sector.
“This investment is expected to generate around NZD 300 million in spending, which is a very strong return on investment. International visitor numbers continue to climb and this boost will help drive further economic growth throughout the entire country.”
Upston said that encouraging more visitors will mean more people staying in local hotels, eating in local cafés, spending in local shops and visiting local attractions. This creates jobs and drives economic growth, and will have a significant and positive impact on smaller regional locations around the country.
“We want people to know New Zealand is open for business and we welcome visitors with open arms.”
Funding comes from the International Visitor Conservation and Tourism Levy (IVL) for 2025/26.
This has followed over NZD 15 million in investments announced for the Milford Sound, intended to grow the region while protecting important conservation.
“This iconic UNESCO World Heritage site in Fiordland attracts more than a million visitors a year and pumps about NZD 200 million into the regional economy, creating jobs and boosting incomes,” Conservation Minister Tama Potaka said.
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