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The Government has released New Zealand’s first Tourism Policy Statement and announced a further $5 million for regional tourism marketing, as it sets out a long-term plan to grow the visitor economy.
Tourism and Hospitality Minister Louise Upston says the new statement is designed to provide clearer direction for how central government, local government and industry work together on tourism policy, investment, infrastructure and marketing.
“The Tourism Policy Statement sets a clear direction for how central government, local government and industry will work together to set priorities, take action and respond to change,” Upston says.
She says the statement is intended to support the Government’s goal of doubling the 2023 value of tourism exports by 2034, while strengthening the visitor experience and maintaining New Zealand’s international competitiveness.
Alongside the policy statement, Upston announced a third round of the Regional Tourism Boost, with $5 million available for campaigns aimed at attracting more international visitors to travel, stay and dine in New Zealand between spring 2026 and early summer 2027.
She says the funding builds on earlier tourism growth measures including international marketing investment, major events, the visa-waiver trial and regional tourism promotion.
She says the Tourism Policy Statement is designed to provide a more deliberate and coordinated approach to tourism growth, with a focus on ensuring communities and businesses benefit from the sector’s expansion.
