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More international travellers are set to explore regional New Zealand next year following a $5.9 million investment through stage one of the second round of the Government’s Regional Tourism Boost.
Tourism and hospitality minister Louise Upston says the funding will help regions attract visitors from Australia and East Asia, strengthen local visitor economies, and encourage longer stays.
“We want visitors to experience more of what New Zealand has to offer, support our regions to grow their visitor economies and build lasting connections with international travellers,” Upston says.
“Whether it’s stargazing under Wairarapa’s dark skies, Rotorua’s geothermal wonders, or the landscapes of the lower South Island, this funding allows regions to highlight the deals, itineraries and hospitality that make each one unique.”
Three regional tourism organisations will run four campaigns from January 2026, each aimed at directly engaging travellers in key markets.
Funded campaigns
- RotoruaNZ – North Island x Ctrip ($2.025m):
A partnership with Ctrip and North Island RTOs to target travellers from China, Hong Kong, Japan and South Korea through tailored offers and digital promotion. - RotoruaNZ – Kiwi North ($2.5m):
A campaign aimed at Australia’s eastern seaboard, developed with 14 North Island RTOs and major airlines to promote new itineraries and travel deals. - WellingtonNZ – Classic NZ Wine Trail ($991k):
A programme showcasing wine, food and stargazing across Wellington, Wairarapa, Hawke’s Bay and Marlborough to Australian visitors. - Great South – Southern Way ($393k):
Marketing targeted at Australians from the Gold Coast to explore the lower South Island, highlighting events, journeys and Southern hospitality.
The Regional Tourism Boost is part of the Government’s $70 million Major Events and Tourism Package and follows earlier initiatives that brought hospitality into regional marketing efforts.
Upston says further support is planned.
“These campaigns are about more than promotion – they’re about helping visitors feel welcome, stay longer and explore further.”
