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Tātaki Auckland Unlimited, on behalf of Auckland Council, is leading a nationwide tourism initiative to show potential US and Canadian holidaymakers that New Zealand offers diverse experiences year-round.
Funding for the initiative is $680,000 from the Regional Tourism Boost Fund, a new $3 million contestable fund introduced by central Government to attract more international visitors between April and July.
“The Regional Tourism Boost Fund has provided an opportunity for all RTOs to work together and collaborate,” says Tātaki Auckland Unlimited director of destination Annie Dundas.
“We are grateful for the funding and the opportunity to drive regional tourism messaging into North America.”
Tātaki Auckland Unlimited is working with all 29 of its fellow regional tourism organisations.
Their collective goal is to grow North American visitor numbers during autumn and winter and showcase all regions across Aotearoa.
“The 30 regional tourism organisations that make up RTNZ have come together to make the absolute most from this regional-boost funding from Government,” Regional Tourism New Zealand chair Andrew Wilson says.
“It’s given us the chance to share regional stories in one of our most valuable visitor markets. We hope Americans and Canadians will make the most of the exceptional airfares and regional experiences on offer to explore far and wide this winter.”
The USA is New Zealand’s second-largest inbound market behind Australia. The year ended 2024 saw a 10 per cent increase in US visitors to New Zealand, totalling 370,000 arrivals.
In the same period, there was a nine per cent increase in visitors from Canada, totalling 63,500. New Stats NZ figures reveal there were 63,700 overseas visitor arrivals from the United States in February 2025, a record for any month from that country.
“The United States and Canada are very important markets for us in terms of existing significance and further potential,” says Annie.
“This all-of-New-Zealand approach will showcase our country and communicate to visitors from North America that now is an ideal time to experience New Zealand, perhaps with a road trip to discover hidden gems beyond traditional tourism centres. For US visitors, the favourable exchange rate makes New Zealand an even more attractive option.”
The first phase of activity supports an Air New Zealand promotion encouraging North American visitors to explore more of Aotearoa by adding a domestic destination to their international fare.
“North America is one of Air New Zealand’s most important markets,” says Air New Zealand chief commercial officer Jeremy O’Brien.
“We operate non-stop services across North America, as well as connecting journeys with our partner United Airlines.
“We love welcoming these travellers to Aotearoa and also encouraging them to explore our regions – helping to spread tourism and its benefits right across the country.”
Further promotional activity showcases why autumn is a great time to explore regional New Zealand by road, allowing visitors to travel at their own pace
