Tourism marketing boost in key countries

The marketing boost is estimated to result in over 23,000 additional international visitors spending an extra $100 million across the country.

Tourism New Zealand will carry out the marketing activities, which will focus initially on encouraging visitors from Australia, USA, China, India, Germany and Korea. It will start rolling out immediately to increase international arrivals around the regions through winter, spring and into early next year.

International marketing works well, with around 14% of New Zealand’s international holiday visitors directly influenced by Tourism New Zealand’s marketing. 

The funding comes from the International Visitor Conservation and Tourism Levy (IVL). Other tourism initiatives in 2025 include: 

• $500,000 for marketing New Zealand as the ‘go now’ destination for Australians
• $9 million for New Zealand Cycle Trail Fund to enhance the Great Rides 
• $3 million for a Regional Tourism Boost
• $3 million to secure more business events for New Zealand
• $2.45 million for the second round of the Regional Events Promotion Fund
• additional $30 million to support conservation visitor related experiences.

Read the Minister’s announcement.

Tourism turbocharge takes New Zealand to the world(external link) — Beehive.govt.nz