A major drive boosting New Zealand as an international travel destination will kick off with a $13.5 million turbocharge for global marketing activity, Tourism and Hospitality Minister Louise Upston has announced.
“We’re a Government relentlessly focused on growing the economy so Kiwis can get ahead. All the stats show tourism will play a leading role as that growth continues,” Louise Upston says.
“Today I’m delighted to announce a $13.5 million investment for Tourism New Zealand to encourage more international visitors across multiple markets.
“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.
“The initial investment will include a focus on encouraging visitors from China, Australia, the United States, India, Germany and South Korea. In these countries and beyond there are millions of people actively considering coming here and experiencing all New Zealand has to offer.
“We know international marketing works, with around 14 per cent of international holiday visitors already being directly influenced by Tourism NZ’s marketing activity.
“We want to grow that influence. Our international visitor spending and visitor numbers have been rebuilding strongly, and we must make the most of that momentum.
“The $13.5 million announced today is estimated to result in more than 23,000 additional international visitors and spending an extra $100 million across the country.
“That will be a major boost, not just for tourism and hospitality providers, but in regions and communities throughout the country.
“We have encouraging signs coming through from our ‘Everyone Must Go!’ campaign focused on Australia, but we won’t stop there.
“2025 is our chance to reinforce the value of tourism and show what our humming, vibrant country has on show. New Zealand tourism is open for business. We already know our country has so much going for it. Now we need the global marketing to push that story even wider,” Louise Upston says.
“Today’s announcement means more than $31 million has been invested in international marketing, boosting regional tourism and attracting business events in the past few months alone,” said Marisa Bidois, CEO of the Restaurant Association of New Zealand.
“We know that funding for visitor attraction is an investment in the economic future of New Zealand that consistently generates a significant return. Overseas visitor expenditure grew to $16.9 billion for the year ending March 2024 — an increase of $6.3 billion or nearly 60 per cent on the year prior.
“Attracting international visitors has a significant impact on the hospitality sector. While domestic tourism is our bread and butter, international tourism is what helps our sector grow and become more resilient.”
Unique Food Story
The Restaurant Association is urging Tourism New Zealand to ensure that this new investment includes a strong focus on New Zealand’s food and dining experiences.
“We have a rich and unique food story that deserves to be told,” continued Bidois. “From award-winning restaurants to fresh seafood on the coast and vibrant street food markets — our hospitality sector offers some of the most memorable and meaningful experiences a visitor can have.
“Our restaurants, cafés and food producers are not just a service, they are an expression of our culture, our innovation, and our manaakitanga. We’d love to see that reflected more boldly in how we promote Aotearoa to the world.”
Bidois emphasised that the hospitality sector is a key contributor to people and place: “We bring economic diversity, generate jobs, and contribute to regional prosperity, while showcasing New Zealand’s cultural richness and timeless experiences. Hospitality fosters pride and social connectivity both locally and globally.”
From Cape Reinga to Bluff
Hospitality NZ Chief Executive Steve Armitage says: “Attracting more international visitors will mean more people experiencing Kiwi hospitality, which is especially important during the traditionally quieter off-peak periods.
“Visitors stay in our hotels, motels, and holiday parks, dine in our cafés, bars, and restaurants, and explore all that New Zealand has to offer. We hope that this investment will lead to quick conversions into bookings, which will benefit hospitality operators from Cape Reinga to Bluff.”
“Hospitality NZ looks forward to Tourism New Zealand deploying new global marketing initiatives, and is ready to support efforts that make sure international visitors feel our manaakitanga (hospitality) across the country.”
Specific campaigns will be announced as they continue to be developed during 2025.