NZ Tourism: $13.5M Investment & 72K Visitor Goal
New Zealand Tourism Drive Aims to Lure 72,000 More Visitors
New Zealand is investing millions to boost its tourism sector, targeting key markets to increase visitor numbers. The government announced a $13.5 million funding injection for Tourism New Zealand, aiming to attract an additional 72,000 international visitors.
Tourism and Hospitality Minister Louise Upston saeid the investment will focus on core markets such as Australia, the United States, and China over the next few years. The goal is to generate approximately $300 million in spending,representing a strong return on investment for the country.
Upston noted that international visitor numbers are rising, and this funding will further stimulate economic growth nationwide. This follows a previous $13.5 million boost for Tourism New Zealand to fund shorter-term marketing efforts, with the goal of attracting 23,000 more visitors by March 2026 and generating an additional $100 million.
The international visitor levy, which was nearly tripled last year, will cover the costs of both funding initiatives.Upston emphasized the importance of marketing in attracting visitors, noting that about 14% of international holiday visitors are directly influenced by Tourism New Zealand’s marketing activities. She added, “We want people to know New Zealand is open for business and we welcome visitors with open arms.”
The funding represents the initial investment in the government’s Tourism Growth Roadmap, which outlines initiatives to double the value of tourism exports by 2034. Last year, Tourism New Zealand unveiled a strategy to grow tourism by $5 billion by attracting more visitors outside of the peak summer season over four years, aiming for an 8.7% increase in international tourism spending, or an additional $900 million, in the strategy’s first year.
Tourism New Zealand chief executive René de Monchy said February saw the highest number of American visitors ever recorded in a single month. He attributed this to new airline routes, a strong American dollar, and focused marketing efforts, adding that the outlook for American visitors remains positive.
What’s next
The New Zealand government plans to continue investing in strategic marketing initiatives and infrastructure improvements to support the growth of the tourism sector and enhance the visitor experience.