This Content Is Only For Subscribers
The Restaurant Association is celebrating the Government’s $13.5 million investment in global marketing of New Zealand as an international destination of choice, while calling for food experiences to be at the heart of that storytelling.
“This 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,” says Restaurant Association CEO Marisa Bidois.
“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.”
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,” says Marisa. “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.”
Marisa says 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.”
