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New Zealand’s ‘Everyone Must Go!’ tourism campaign in Australia is doing well and is on target to attract over 6000 more visitors, the NZ Minister for Tourism and Hospitality, Louise Upston, has confirmed.

New Zealand is pursuing a policy of powerful tourism growth. Upston and Prime Minister Chris Luxon are determined to grow international tourism and give more New Zealanders the opportunity to work in the industry.

Speaking at TRENZ 2025 in Rotorua, Upston reiterated that New Zealand had set the ambitious target of doubling the value of exports by 2034.

“It’s so clear tourism will play an important role in achieving this. As Minister for Tourism and Hospitality, I have set two priorities for the portfolio.

“My first is to grow international tourism. I will look to do this by increasing the number of international visitors to New Zealand in the short term and doubling the value of tourism exports by 2034.

“My second is to grow the number of Kiwis in tourism and hospitality jobs, further supporting our wider economic growth objectives.

Upston said that tourism was a crucial employer and New Zealand’s second-largest export earner. It directly supported nearly 200,000 jobs, or 6.4% of the total number of employees in New Zealand.

“Tourism plays a critical role in regional employment, with 55 percent of jobs in tourism located outside of Auckland, Wellington, and Canterbury. “It also supports our regional economies. In 2024, domestic and international visitors spent more than $430 million in the Rotorua District, which went to various local businesses.

“We also can’t understate the role tourism plays in enhancing our people-to-people connections. It allows us to share our unique culture and beautiful environment with others.”

Upston said that last year, 94% of New Zealanders surveyed agreed that “tourism is good for our country” and over 90% of international visitors were satisfied with their experience.

Tourism Boost

Upston referred to her recently launched NZ$20.4 million Tourism Boost package, developed in partnership with industry and covering investments in a range of demand-focused activities aimed at increasing international visitation in the short term.

Prime Minister Luxon pledged a further NZ$13.5 million to Tourism New Zealand last month.

Tourism Growth Roadmap

“In the coming weeks, I will launch the Tourism Growth Roadmap,” Upston said.

“The Roadmap provides the second step towards the Government’s goal of doubling New Zealand’s exports by 2034, and my goal to double the value of tourism exports.

“For this coming financial year, the Roadmap will build on the Tourism Boost package and continue to prioritise increasing international visitor volumes.”