A new $3 million fund will be launched to attract more international visitors to regional destinations across New Zealand this autumn and winter, Tourism and Hospitality Minister Louise Upston has announced.
The Regional Tourism Boost contestable fund, sourced from the International Conservation and Tourism Visitor Levy, will open at the end of February to support tourism initiatives from April to July. The initiative is part of the government’s broader effort to restore visitor numbers to pre-pandemic levels and stimulate economic growth.
Speaking at a Regional Tourism New Zealand members’ meeting in Auckland, Upston emphasised the need for collaboration among tourism organisations and encouraged regions to promote travel opportunities beyond the country’s main tourist hotspots.
“I expect regions to join up to accelerate work to promote their wider region so visitors have opportunities to explore multiple parts of our wonderful country,” she said.
Upston also highlighted the importance of ensuring that regions have the infrastructure and capacity to host an increased number of visitors, ensuring a high-quality experience.
“This initiative is another push in our Tourism Boost, developed by the Government in partnership with industry to support immediate growth in visitor numbers, drive export activity, and deliver economic growth,” she added.
Tourism remains a vital component of New Zealand’s economy, contributing nearly $38 billion in domestic and international expenditure and supporting almost 200,000 jobs. The government is ramping up marketing efforts, including additional campaign activities targeting Australia, to accelerate the sector’s recovery.
“We know it will be supported by New Zealanders—93 percent of those surveyed last year agreed that tourism is good for the country,” Upston noted.
She described 2025 as a pivotal year to reinforce the value of tourism and position New Zealand as a “vibrant and welcoming destination” for international visitors.
Image credit: Ma Ti
