Tourism Growth Roadmap
The Tourism Growth Roadmap outlines the Government’s strategic vision and plan to boost tourism, drive economic growth, and enhance the visitor experience in New Zealand.
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About the Tourism Growth Roadmap
The Tourism Growth Roadmap sets out how the Government plans to increase the value of tourism exports and drive economic growth, building on the 2025 Tourism Boost Package.
Tourism Growth Roadmap infographic
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View the infographic as a full resolution pdf:
Tourism Growth Roadmap [PDF 254KB]
Tourism Growth Roadmap Objectives:
- Increase the number of international visitors to at least 2019 levels by 2026 (3.89 million).
- Double the value of 2023 tourism exports by 2034 (from $9.9 billion to $19.8 billion).
- Grow the number of kiwis in tourism and hospitality jobs.
It includes a $35 million investment in the 2025/2026 financial year, largely focused on increasing international visitor numbers, as well as funding for tourism infrastructure. This is in addition to the Tourism Boost $20.4 million investment. These investments include:
| Project | Description | Total funding |
|---|---|---|
| International marketing in core and emerging markets | Funds Tourism New Zealand’s marketing in core and emerging markets | $19.5 million |
| Business Events | Funding will support Tourism New Zealand’s Conference Assistance programme to attract business events to New Zealand. | $3 million |
| Major Events | Supports major events by boosting the Major Events Fund. | $5 million |
| Milford Road Corridor Improvements | Improve visitor experiences and reduce congestion along the Milford Road to enhance safety and accessibility. | $4 million |
| Other | Contingency funding and other projects yet to be announced | $3.4 million |
The roadmap will be updated yearly, initially focusing on stimulating tourism demand, with a shift over time to focus more on the supply side and supporting the growth in visitors.
International Marketing – Core Markets
To increase the volume and value of tourism, the Government has invested $13.5 million to boost Tourism New Zealand’s international marketing in our core markets of Australia, China and the United States of America. This additional funding will focus on building New Zealand’s profile as a world-class holiday destination. These campaigns are designed to inspire travel and encourage people interested in visiting New Zealand to do so over the medium-term, supporting tourism businesses and communities across the country. Tourism New Zealand estimates that international marketing in these core markets will result in around $300 million in additional spending in the economy.
International Marketing – Emerging Markets
To encourage potential visitors to consider and choose New Zealand as a travel destination, the Government has invested $6 million in Tourism New Zealand for international marketing targeting India and Southeast Asia. This will raise awareness, inspire future travel, and encourage people to visit New Zealand over the medium-to-long-term, supporting a more diverse visitor mix.
Focusing on high-potential visitor markets prioritises sustainable growth, helping to accelerate the recovery of the tourism sector. Tourism New Zealand estimates that international marketing in emerging markets will result in approximately $60 million in additional visitor spend in the country.
Major Events Fund
$5 million was invested to boost the Major Events Fund which supports the attraction and delivery of major events with high potential to attract international visitors. This will help to secure and grow events that contribute to New Zealand’s national identity, enhance global visibility, and deliver significant cultural, social, and economic benefits across New Zealand.
The Major Events Strategy ensures that major events deliver strong economic outcomes by driving international visitation and generating additional direct spend in host regions and throughout New Zealand.
Strategy(external link) — New Zealand Major Events
Business Events Fund
The Roadmap invests an additional $3 million has been invested into the Business Events Fund to attract more business events to New Zealand. The business events sector is a valuable visitor market, worth over $287 million in 2024. Business event participants spend $175 more per day than other visitors on average, and often visit in the off-peak period between March and November. This is in addition to the $3 million allocated by the Tourism Boost package.
This funding will go towards the Conference Assistance Programme operated by Tourism New Zealand, in collaboration with Business Events Industry Aotearoa. Targeting conferences, conventions and incentive travel helps to spread visitor numbers more evenly over the seasons, contributing to a more stable and resilient tourism sector.
The extra funding will allow Tourism New Zealand to bid for an additional 20-25 business events or incentives and a small amount for cash subvention. This is on top of the $3 million Tourism Boost funding. It is expected to result in around $44.6 million in additional visitor spend in the economy.
Conference Assistance Programme(external link) — Tourism New Zealand Business Events
Milford Road Corridor Improvements
$4 million will go towards a wider package of work to improve visitor experiences and reduce congestion along the Milford Road corridor. Milford Sound Piopiotahi is one of New Zealand’s most iconic destinations and is a major drawcard for international visitors.
The Milford Road Corridor improvements aim to enhance the resilience, safety and accessibility of State Highway 94 (SH94), between Te Anau and Milford Sound Piopiotahi. This vital route serves as a key link for both tourism and essential services. These improvements have been recommended by the Milford Opportunities Project and will help to improve the visitor experience.
This initiative is co-funded with revenue from the Conservation portion of the International Visitor Conservation and Tourism Levy (IVL) and will be delivered by the Department of Conservation.