Major funding boost for RotoruaNZ’s global campaigns

RotoruaNZ will receive more than $4.5 million to launch two international tourism campaigns aimed at attracting travellers from Australia and key Asian markets, Tourism and Hospitality Minister Louise Upston has announced.

Upston says the campaigns will spotlight Rotorua’s geothermal landscapes, Māori culture and hospitality, while promoting the wider North Island as a diverse and desirable holiday destination.

“RotoruaNZ is leading the way with innovative campaigns that showcase everything from bubbling mud pools and world-class mountain biking to beaches, vineyards and vibrant cities,” she says. “This investment will help the region and its partners reach new audiences and encourage visitors to explore beyond the usual hotspots.”

Campaigns funded

• North Island x Ctrip – $2.025m
  Targeting travellers from China, Hong Kong, Japan and South Korea, developed with Ctrip and North Island regional tourism organisations.
• Kiwi North – $2.5m
  A campaign for Australia’s eastern seaboard, delivered with 14 North Island regional tourism organisations and major airlines.

The funding comes from Round 2 of the Government’s Regional Tourism Boost, part of the $70 million Major Events and Tourism Package. The initiative builds on earlier efforts this year and now includes hospitality offerings within the marketing activity.

Upston says the aim is to bring a “fresh wave” of international visitors, support local businesses and strengthen Rotorua’s and the North Island’s position as must-visit destinations.

“By backing these campaigns, we are inviting visitors to experience the warmth, adventure and spirit of the North Island.”