A new $13.5 million investment in international tourism marketing is expected to deliver an extra 72,000 international visitors to our shores, Tourism and Hospitality Minister Louise Upston says.
“The additional funding into Tourism New Zealand will drive international visitor numbers and will be targeted towards our core markets of Australia, the United States and China over the next few years” Louise Upston says.
“We know how important marketing is to attract visitors, with around 14 per cent of international holiday visitors directly influenced by Tourism New Zealand’s marketing activity.
Government & Industry to Work Together
“This is the first investment in the Government’s Tourism Growth Roadmap, which sets out a series of Government initiatives and investments for the Government and industry to work together to double the value of tourism exports by 2034.
“International visitors bring billions of dollars into the economy and these markets are the driving force behind our tourism sector.
“This investment is expected to generate around $300 million in spending, which is a very strong return on investment. International visitor numbers continue to climb and this boost will help drive further economic growth throughout the entire country.
“Encouraging more visitors means more people staying in our hotels, eating in our cafés, spending in our shops and visiting our attractions. This creates jobs and drives economic growth.
“We want people to know New Zealand is open for business and we welcome visitors with open arms.”
Funding comes from the International Visitor Conservation and Tourism Levy (IVL) for 2025/26.
Visitor Numbers Critical
The Restaurant Association of New Zealand has welcomed the announcement. “This is a much-needed boost for our visitor economy,” says Marisa Bidois, CEO of the Restaurant Association. “Every international visitor represents a potential diner, and increased footfall in our towns and cities flows directly through to hospitality businesses across the motu.”
“Our members have consistently told us that visitor numbers are critical to their recovery and long-term growth,” continued Bidois. “This funding recognises the important role tourism plays not just in our hotels and attractions, but in our restaurants, cafés, bars and eateries – the places where visitors experience the heart of our culture and hospitality.”
The Association also welcomed confirmation that the funding will come from the International Visitor Conservation and Tourism Levy (IVL), noting that reinvestment of this nature into frontline visitor industries is essential for creating a sustainable tourism ecosystem.
“As we head into the next decade, it’s crucial that government and industry continue to work hand-in-hand to build a tourism sector that delivers value across all regions of New Zealand,” added Bidois.
“With the right support, our hospitality businesses are ready to roll out the welcome mat.”
