New Zealand’s tourism and hospitality sectors are celebrating a major win following the announcement of a $13.5 million funding injection to bolster global marketing efforts and attract international visitors to Aotearoa.
Tourism and Hospitality Minister Louise Upston revealed the funding on April 14, confirming the money will help Tourism New Zealand (TNZ) target key international markets including China, India, the United States, Germany, and South Korea. The funding is in addition to a previously announced campaign targeting Australian travellers.
“This latest boost enables us to get back in the game – supporting the industry’s collective efforts to attract visitors and positively build on tourism’s wider contribution to our economy,” she said.
The funding will help raise New Zealand’s profile in key overseas markets and will be complemented by investment from the broader tourism industry.
Ingram confirmed a new TIA-TNZ Marketing Group will be established in the coming weeks to ensure a coordinated and effective international campaign.
“It’s important that we leverage our combined efforts,” she said. “In just a couple of weeks, the industry will host TRENZ in Rotorua, where New Zealand tourism businesses and travel buyers from more than 25 countries will hold over 16,000 business meetings. TRENZ is New Zealand tourism’s moment to shine.”
Rotorua. Bay of Plenty.
Hospitality New Zealand has also thrown its support behind the funding initiative, with Chief Executive Steve Armitage emphasising the benefits for accommodation and food service businesses across the country.
“Attracting more international visitors will mean more people experiencing Kiwi hospitality, which is especially important during the traditionally quieter off-peak periods,” Armitage said.
“Visitors stay in our hotels, motels, and holiday parks, dine in our cafés, bars, and restaurants, and explore all that New Zealand has to offer.
“We hope that this investment will lead to quick conversions into bookings, which will benefit hospitality operators from Cape Reinga to Bluff.”
Both TIA and Hospitality NZ agree the increased investment comes at a crucial time, not only to drive international arrivals, but also to support long-term tourism infrastructure and conservation initiatives.
Ingram stressed the importance of a strategic plan for the International Visitor Levy (IVL), noting that it should be used alongside core Crown funding to address immediate needs and support sustainable growth.
As international borders remain open and global travel confidence grows, this ‘turbocharged’ approach is expected to significantly benefit New Zealand’s visitor economy in the months ahead.
Mandy has over two decades of experience in accommodation and tourism industry writing, and she is also an accomplished editor and publisher. As co-Director of Multimedia Pty Ltd, a trusted B2B content provider for the accommodation and education sectors in Australia and New Zealand, she oversees high-quality print and digital content across notable publications, including AccomNews, Resort News, and School News, along with the property listing platform AccomProperties. Mandy’s contributions have been recognised with the Female Leader Award at the Best of Tourism 2023 and the ARAMA Life Member Award in 2024.
