New $3M Investment Sparks New Zealand's Regional Tourism Growth

“Every café selling a coffee, every motel getting a booking, and every attraction that’s visited will feel the benefit from increased visitor numbers,” Upston said.

In a major push to strengthen New Zealand’s regional tourism economy during the off-peak seasons, the Government has announced a $3 million boost to support six regional initiatives aimed at attracting international visitors across autumn and winter.

Tourism and Hospitality Minister Louise Upston unveiled the initiative, which is part of the broader Tourism Boost strategy — a government-industry partnership focused on accelerating visitor growth and distributing tourism benefits more evenly across the country.

“This is a year of opportunity for tourism,” said Minister Upston. “The numbers are already tracking up and 2025 is our chance to further reinforce its value to a humming, vibrant country, where we welcome anyone, from anywhere, anytime.”

Targeting Shoulder Season Travel

The funding will go toward short, high-impact marketing campaigns led by regional tourism organisations (RTOs) from the far north to the deep south, all with a shared goal: to spread the flow of international travellers beyond the traditional tourist hubs and across the full breadth of New Zealand.

Upston highlighted the diversity and innovation shown in the successful bids, which feature strong partnerships between tourism operators, local councils, and community groups. These initiatives are expected to stimulate local economies by driving visitor spending into a wider variety of regions.

“Every café selling a coffee, every motel getting a booking, and every attraction that’s visited will feel the benefit from increased visitor numbers,” Upston said.

Breakdown of the Regional Funding Allocations

The six initiatives selected for funding are:

• $600,000 for a Top of the North campaign led by RotoruaNZ, targeting visitors in the upper North Island region.

• $600,000 for a Central North Island–Nelson/Marlborough collaborative campaign, spearheaded by WellingtonNZ, promoting both northern and upper South Island attractions.

• $600,000 for a Central South Island winter-focused initiative, coordinated by ChristchurchNZ, focusing on winter travel experiences.

• $170,000 for a Top of the South Island campaign led by Development West Coast, highlighting the region’s dramatic landscapes and hidden gems.

• $350,000 for a Lower South Island promotion, managed by Great South, drawing attention to iconic destinations such as Fiordland and Southland.

• $680,000 for a nationwide campaign targeting the North American market, led by Tātaki Auckland Unlimited, aiming to entice long-haul travellers to explore beyond Auckland.

Most of the campaigns are tailored to the Australian market, New Zealand’s largest source of international visitors, but several are branching further afield. The Auckland-led initiative represents a strategic move into the lucrative North American market, appealing to travellers looking for immersive, longer-stay experiences.

Collaboration at the Core

Minister Upston emphasised that collaboration was a key criterion for selection. The successful proposals demonstrated strong partnerships between RTOs, private tourism operators, iwi, and local councils, ensuring campaigns were well-rounded and locally driven.

The Regional Tourism Boost contestable fund opened in February, encouraging applicants to think boldly and cooperatively to increase visitor flows during the quieter seasons. The projects are set to roll out over the coming months, with immediate impacts expected through increased bookings, longer stays, and greater regional awareness among international travellers.

Building Momentum for 2025

This funding follows earlier announcements of a major Australian marketing campaign and additional investment in attracting international business events. Together, these efforts form the backbone of the Government’s Tourism Boost strategy — a dynamic response to the sector’s recovery post-pandemic and a proactive step toward sustainable growth.

“This regional activity, alongside our business events funding and Australia campaign, will continue to boost tourism and drive economic growth,” Upston concluded.

As New Zealand positions itself to welcome a new wave of global travellers, these regional initiatives are set to help share the benefits of tourism more equitably, ensuring that the whole country — not just the hotspots — can thrive.