More visitors set to discover regional New Zealand

Tourism Minister Louise Upston stated that the funding will support collaborative regional campaigns designed to encourage international visitors to travel, stay, and dine in regional New Zealand during the specified period. The initiative targets visitors from Australia, North America, and China, aiming to extend their stays and explore destinations beyond major urban centres. The campaigns will highlight regional food, wine, hospitality, and visitor experiences to promote tourism growth across communities nationwide. The Government emphasised that the investment will help distribute the economic benefits of tourism more evenly across New Zealand’s regions.

The Minister highlighted that tourism and hospitality play a vital role in supporting jobs, businesses, and local economies, and the funding aims to ensure more regions share in this success. The campaigns are intended to attract visitors during quieter months, reducing pressure on peak-season destinations while boosting regional economies. By encouraging longer stays and deeper exploration, the initiative seeks to strengthen the resilience of local tourism sectors. The Government noted that these efforts will help sustain tourism growth beyond traditional peak periods.

The funding will support campaigns that promote regional New Zealand’s unique attractions, including food, wine, and visitor experiences, to international audiences. The Government stated that these initiatives will inspire visitors to travel beyond main gateways, such as Auckland and Wellington, and explore the country’s diverse regions. The campaigns are expected to attract visitors from key markets, including Australia, North America, and China, during spring and early summer. The Government emphasised that the investment will help spread the benefits of tourism more widely across communities.

The Government’s investment forms part of a broader strategy to support sustainable tourism growth in regional New Zealand. Additional details about the campaigns are available on the Ministry of Business, Innovation and Employment (MBIE) website. The Minister reiterated that the funding will help ensure that more regions benefit from international tourism, aligning with the Government’s goal of fostering inclusive economic growth. The campaigns are designed to align with the preferences of international visitors while supporting local businesses and communities.