More visitors set to discover regional New Zealand
The Government is backing six initiatives to attract more international visitors into regional New Zealand and support tourism growth across the country, Tourism and Hospitality Minister Louise Upston says.
“Tourism and hospitality supports jobs, businesses and local economies, and this $5 million investment will help ensure more regions share in that success,” Louise Upston says.
“The funding will support collaborative regional campaigns designed to attract international visitors to travel, stay and dine during spring 2026 and early summer 2027, ahead of the peak tourism season.
“We want more visitors arriving in the quieter months and travelling beyond our main gateways to experience the regions that make New Zealand unique.
“These campaigns will encourage visitors from Australia, North America and China to stay longer, travel further, and support local tourism and hospitality businesses.”
The Regional Tourism Boost funding covers:
- $994,902 to attract more Chinese visitors through the Kiwi North food and hospitality campaign led by RotoruaNZ.
- $975,490 for a national campaign to encourage visitors from the United States and Canada to explore destinations across New Zealand, led by Tātaki Auckland Unlimited.
- $644,902 for a campaign promoting food, beverage and outdoor experiences across the top of the South Island to Australian travellers, led by Visit Hurunui.
- $594,902 to promote the Classic New Zealand Wine and Food Trail to high-value Australian visitors, led by WellingtonNZ.
- $994,902 to attract Chinese visitors to Christchurch and the South Island, led by ChristchurchNZ.
- $794,902 to attract Australian and US visitors to explore up to eight new food trails in New Zealand, co-led by Destination Great Lake Taupo and RotoruaNZ.
“By showcasing our regional food, wine, hospitality and visitor experiences, these campaigns will help spread the benefits of tourism growth to more communities around New Zealand, inspiring visitors to travel throughout the country and experience all that our regions have to offer.”
Notes to editor:
This third round of the Regional Tourism Boost builds on the previous rounds which ran from April to June 2025 and January to June 2026.
A full list of partnerships on these campaigns is below:
- RotoruaNZ is partnering with Northland Inc, Tataki Auckland Unlimited, Destination Hauraki Coromandel, Tourism Bay of Plenty, Hamilton & Waikato Tourism, Tairawhiti Gisborne, Destination Great Lake Taupo, Visit Ruapehu, Venture Taranaki, Hawkes Bay Tourism, Whanganui & Partners, CEDA, Destination Wairarapa, and WellingtonNZ.
- Tātaki Auckland Unlimited is partnering with Northland Inc, Destination Hauraki Coromandel, Tourism Bay of Plenty, Hamilton & Waikato Tourism, RotoruaNZ, Destination Great Lake Taupo, Hawke's Bay Tourism, Visit Ruapehu, Tairāwhiti Gisborne, CEDA, Venture Taranaki, Whanganui & Partners, Destination Wairarapa, WellingtonNZ, Destination Marlborough, Nelson Tasman, Destination Kaikoura, Visit Hurunui, Development West Coast, ChristchurchNZ, Mackenzie Tourism, Tourism Waitaki, Venture Timaru, Great South, Destination Queenstown, and Lake Wanaka Tourism, Tourism Central Otago, Enterprise Dunedin, Clutha Development
- Visit Hurunui is partnering with Destination Marlborough, Destination Kaikoura, Nelson Tasman, and Development West Coast.
- WellingtonNZ is partnering with Hawke’s Bay Tourism, Destination Wairarapa, Destination Marlborough, and Kiwi North (RotoruaNZ).
- ChristchurchNZ is partnering with Hurunui Tourism, Destination West Coast, Destination Queenstown/Wanaka, Enterprise Dunedin, Venture Timaru, Tourism Waitaki, Destination Marlborough, Destination Clutha, Destination Kaikoura, Nelson Regional Development Agency, and Great South.
- Destination Great Lake Taupo and RotoruaNZ are partnering with Hamilton & Waikato Tourism, Visit Ruapehu, Northland NZ, Nelson Tasman, Destination Marlborough, Tourism Bay of Plenty, Destination Kaikoura, Te Puna Umanga Venture Taranaki Trust.
More information is available on the MBIE website here.
