The government has unveiled a $13.5 million boost to Tourism New Zealand’s international marketing efforts, signalling a renewed push to reinstate tourism as a key economic driver in the country’s post-pandemic recovery.
Announced by Prime Minister Christopher Luxon and Tourism Minister Louise Upston in Auckland, the funding aims to “turbocharge” global campaigns and draw tens of thousands of new visitors to New Zealand in the lead-up to 2026. The announcement comes amid a sluggish rebound in the service sector, with retail, tourism, and hospitality still regaining pre-COVID momentum.
“Encouraging more visitors means more people staying in our hotels, eating in our cafés, spending in our shops and visiting our attractions, creating jobs and driving economic growth,” said Upston at the Weta Workshop Unleashed exhibition. She reiterated the Government’s “relentless focus” on economic growth, noting that tourism is set to play a central role.
A Strategic Shot in the Arm
The $13.5 million investment will be channelled through Tourism New Zealand and is expected to result in more than 23,000 extra international arrivals by March 2026, contributing approximately $100 million in additional spending. The funding is sourced through the international visitor levy, which is collected from most foreign travellers entering New Zealand.
While Tourism New Zealand already has a track record—14% of international holiday visitors are directly influenced by its campaigns—the new investment is designed to deepen that impact. “We want to grow that influence,” said Upston. “Our international visitor spending and visitor numbers have been rebuilding strongly, and we must make the most of that momentum.”
The new campaigns will target six core markets: China, Australia, the United States, India, Germany, and South Korea. These countries were identified as either already strong contributors or as markets with significant untapped potential.
Tailored Marketing, Targeted Returns
The announcement builds on earlier efforts, including the ongoing “Everyone Must Go!” campaign in Australia, which has already shown promising early results. Upston emphasised the importance of fine-tuned messaging that resonates with cultural expectations and traveller behaviour in each market.
While Australia remains a consistent performer due to geographic proximity and existing travel ties, rebuilding connections with China is seen as crucial. The Chinese outbound market, once a major driver of growth, has been slower to return in the wake of border restrictions and shifting travel preferences. Meanwhile, emerging markets like India offer long-term potential due to their growing middle class and increasing appetite for international travel.
Spreading the Tourism Dividend
A key part of the initiative involves broadening the geographical spread of tourism benefits. Traditionally popular areas like Queenstown and Rotorua remain important, but the government is keen to reduce pressure on these hotspots and promote less-visited regions such as Northland, the West Coast, and Manawatū.
The push also includes efforts to address seasonality in travel demand. Encouraging off-peak visits and promoting winter experiences are seen as vital steps to building a more resilient tourism economy.
Hospitality New Zealand has welcomed the move, highlighting the opportunity it presents for accommodation and food service businesses during quieter times of the year. Chief executive Steve Armitage said, “We hope this investment will lead to quick conversions into bookings, which will benefit hospitality operators from Cape Reinga to Bluff.”
Broader Vision, Broader Investment
The marketing boost comes on the heels of a $30 million investment earlier this year into tourism infrastructure and biodiversity initiatives, forming part of a broader, coordinated strategy to not only attract more visitors but ensure that the sector is sustainable and future-ready.
Government officials have underscored their commitment to positioning New Zealand as a premium, responsible destination. This includes aligning visitor experiences with the country’s natural values and cultural identity, and managing tourism growth in a way that balances economic benefits with environmental stewardship.
What’s Next?
Specific campaign rollouts are expected to be announced progressively through 2025. Tourism New Zealand will work with airline partners, digital platforms, influencers, and tour operators to maximise international visibility. Metrics will be established to track the effectiveness of these efforts, ensuring accountability and impact.
As Minister Upston put it, 2025 is the moment to remind the world what New Zealand has to offer: “Our humming, vibrant country is open for business.”