New Zealand’s Tourism and Hospitality announces the funding for regional tourism initiatives.
Six regional tourism organisations will collectively receive $3 million through the Regional Tourism Boost contestable fund. This funding will support brief, impactful campaigns to encourage tourists to explore beyond popular destinations and discover more of New Zealand.
The six projects that have been selected for funding, along with the respective amounts they will receive, are as follows:
- $600,000 for a top of the North initiative led by RotoruaNZ
- $600,000 for a central North Island and Nelson/Marlborough initiative led by WellingtonNZ
- $600,000 for a central South Island initiative led by ChristchurchNZ for a winter-focused marketing campaign
- $170,000 for a top of the South initiative led by Development West Coast
- $350,000 for a lower South Island initiative led by Great South
- $680,000 for a nationwide initiative, led by Tātaki Auckland Unlimited, focused on the North American market.
“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,” Tourism and Hospitality Minister Louise Upston said in a statement.
“We want tourists travelling across New Zealand so they’re aware of everything New Zealand has to offer.”
Hospitality New Zealand (Hospitality NZ) supports this recent announcement. Chief executive Steve Armitage described the investment in regional tourism as “a smart move that will bring tangible benefits to our hospitality and accommodation operators during the traditionally quieter autumn and winter months.”
“We’re especially pleased to see a strong focus on collaboration between tourism organisations, local councils and communities. This is exactly what’s needed to showcase the depth and diversity of experiences visitors can enjoy across New Zealand.”
“Hospitality NZ looks forward to seeing the positive impact these campaigns will have on regional economies, supporting the ongoing growth of a thriving, sustainable tourism and hospitality sector,” he added.
The Regional Tourism Boost contestable fund, launched in February, encouraged applicants to collaborate in attracting more international visitors to broader regional areas during autumn and winter. This initiative is part of Tourism Boost, a government-industry partnership designed to drive immediate growth in visitor numbers.