In a show of determination that recalls the golden age of tourism diplomacy, the New Zealand Government has drawn back the curtain on a bold $13.5 million global marketing campaign, designed to beam Aotearoa’s story to the farthest reaches of the globe. The move signals a powerful intent to reassert the country’s place on the international travel stage after the turbulence of recent years.
“We’re a government relentlessly focused on growing the economy so Kiwis can get ahead,” declared Tourism and Hospitality Minister Louise Upston, with all the assured confidence of a leader who knows the weight of tourism on a nation’s shoulders. “Tourism is not just a slice of the pie – it’s one of the main ingredients.”
Tourism and Hospitality Minister Louise Upston
The strategy, announced this week, will see Tourism New Zealand roll out international campaigns across six primary markets – China, Australia, the United States, India, Germany and South Korea – all nations that historically send travellers in droves to New Zealand’s dramatic landscapes and welcoming towns.
Results That Matter
The expected return? More than 23,000 new international visitors and an estimated $100 million in additional visitor spending across the country. And that’s not a politician’s pipedream – it’s a projection grounded in complex data and prior campaign performance.
“We already know around 14 per cent of our international visitors make the journey here because of our marketing,” said Upston. “Our job now is to grow that influence, stretch it further, and turn curiosity into commitment.”
And why stop there? With the global travel appetite rebounding and key markets reopening with vigour, this investment couldn’t be timelier.
Australia Leads, but Not Alone
The campaign follows the recent “Everyone Must Go!” initiative targeting Australian travellers. While its title raised a few eyebrows at home (some mistakenly linked it to the Kiwi brain drain), the campaign delivered results. It brought back holidaymakers across the ditch with a nostalgia for New Zealand’s classic charm—from Queenstown’s alpine adventures to the steaming marvels of Rotorua.
Still, this latest cash injection isn’t a solo act. It’s part of a broader tourism tapestry, stitched with support from the International Visitor Conservation and Tourism Levy.
A Symphony of Initiatives
The 2025 tourism package includes:
- $500,000 to reinforce New Zealand as the “go now” destination for Australians
- $9 million to elevate the iconic New Zealand Cycle Trails
- $3 million to boost regional tourism
- $3 million to attract international business events
- $2.45 million for the Regional Events Promotion Fund
- A notable $30 million to support conservation-linked visitor experiences
Each line item speaks to economic sense and cultural stewardship, reminding the world that New Zealand isn’t simply a destination – it’s a philosophy.
Voices from the Industry
Marisa Bidois, CEO of the Restaurant Association of New Zealand, welcomed the news and noted its potential impact on her sector.
“We have a rich and unique food story that deserves to be told,” Bidois said. “From award-winning restaurants to coastal seafood gems and street market delights, our hospitality sector shapes the traveller experience.”
Meanwhile, Hospitality New Zealand CEO Steve Armitage pointed to the economic cadence of the campaign.
“The off-peak months can be a tough slog for operators. This investment gives us the tools to maintain momentum and build long-term value,” Armitage noted.
Boost to International Marketing Welcomed by TIA
Tourism Industry Aotearoa (TIA) Chief Executive Rebecca Ingram welcomed the announcement, hailing it as a significant step forward for the sector.
TIA Chief Executive Rebecca Ingram
“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,” Ingram said.
She added that the funding would raise New Zealand’s profile in key markets and complement industry-led international marketing efforts.
“We are pleased to confirm a new TIA–TNZ Marketing Group to jointly enhance the performance of our international marketing. The Group will be established over coming weeks.”
Ingram also highlighted the upcoming TRENZ event in Rotorua, where tourism businesses from across New Zealand will meet with travel buyers from over 25 countries. Over two and a half days, more than 16,000 business meetings will occur.
“TRENZ is New Zealand tourism’s moment to shine. These conversations will lay the groundwork for tourism export growth for years to come,” she said.
She called for a strategic investment plan for the IVL (International Visitor Levy) to be developed in alignment with core Crown funding.
“It makes sense for the IVL to support near-term needs including a surge in marketing efforts of New Zealand, alongside investment in tourism infrastructure and conservation. We look forward to working with the Minister to develop these plans when appropriate.”
Tourism’s Place in the Economic Engine
Let the figures speak for themselves: tourism now contributes 7.5 per cent of New Zealand’s GDP and stands proudly as its second-largest export earner. Total tourism expenditure reached a staggering $44.4 billion in March 2024, up 14.6 per cent year-on-year. Of that, $16.9 billion came from overseas visitor spending alone – a near 60 per cent jump from the previous year.
This all signals a sector roaring back to life and a government intent on fanning the flame.
Looking Ahead: 2025 and Beyond
Specific campaigns aligned with this funding will be rolled out through 2025, with Tourism New Zealand expected to tailor messaging and media to each market’s unique tastes.
Whether it’s adventure in the Fiordlands, food in Wellington, or Māori culture in the North Island, this is about New Zealand telling its own story, and telling it well.
“2025 is our moment,” Upston added. “Let’s remind the world that New Zealand tourism is not just open – it’s thriving.”
With the world eager to explore again and Kiwis standing ready to welcome them, New Zealand’s $13.5 million international marketing charge isn’t merely a policy play. It’s a proud declaration: Our story matters, and it’s time to tell it.
By: Michelle Warner
