New Zealand’s tourism sector is set for a boost this autumn and winter with the introduction of six regional initiatives aimed at attracting international visitors beyond the country’s traditional hot spots. These short-term campaigns, designed to spread tourism throughout the country, will receive a total of $3 million in government support.
Tourism and Hospitality Minister, Louise Upston, announced the successful initiatives, which will focus on promoting lesser-known destinations from the top of the North Island to the bottom of the South Island. The campaigns are particularly aimed at increasing tourism from Australia, with one initiative also targeting North America.
The funding will support the following regional tourism organisations:
RotoruaNZ will lead a $600,000 initiative to promote the northernmost regions of New Zealand.
WellingtonNZ will receive $600,000 to cover central North Island and Nelson / Marlborough for a unique regional tourism experience.
ChristchurchNZ is allocated $600,000 to run a winter-focused campaign for the central South Island.
Development West Coast will receive $170,000 for promoting the top of the South Island.
Great South will manage a $350,000 initiative for the lower South Island, highlighting the area’s attractions in winter.
Tātaki Auckland Unlimited will be awarded $680,000 for a nationwide campaign, primarily targeting the North American market.
The funding will also support the expansion of tourism options outside the main tourist hubs, ensuring that international travelers discover the unique and diverse experiences that New Zealand has to offer. Marisa Bidois, CEO of the Restaurant Association of New Zealand, welcomed the announcement, stating, “We’re delighted to see this investment aimed at increasing visitation numbers across the country in the coming months.”
These regional campaigns are poised to deliver long-term benefits by driving tourism throughout the country, enhancing New Zealand’s appeal during the autumn and winter seasons.
