Prime Minister Christopher Luxon and tourism minister Louise Upston make a tourism funding boost announcement at Auckland Airport. Photo: Marika Khabazi
The government has announced another multi-million dollar funding boost for Tourism New Zealand in a bid to attract 72,000 more visitors to our shores.
Tourism and Hospitality Minister Louise Upston said $13.5 million in funding would help to target the core markets of Australia, the United States and China over the next few years.
"This investment is expected to generate around $300 million in spending, which is a very strong return on investment," she said.
"International visitor numbers continue to climb and this boost will help drive further economic growth throughout the entire country."
Less than two months ago, she announced a separate $13.5 million boost for Tourism New Zealand to fund marketing in the shorter term, with the aims of attracting an extra 23,000 international visitors by the end of March 2026 and bringing in an additional $100 million.
The international visitor levy - which was nearly tripled last year - is covering the costs for both.
"We know how important marketing is to attract visitors, with around 14 percent of international holiday visitors directly influenced by Tourism New Zealand's marketing activity," Upston said.
"We want people to know New Zealand is open for business and we welcome visitors with open arms."
She described the funding as the first investment in the government's Tourism Growth Roadmap, which outlines the initiatives to help the government and industry double the value of tourism exports by 2034 and will be unveiled on Tuesday.
"We know how important marketing is to attract visitors, with around 14 percent of international holiday visitors directly influenced by Tourism New Zealand's marketing activity," Upston said.
Prime Minister Christopher Luxon said 3.3 million visitors arrived last year, but he wanted to see that number grow.
"In 2019, New Zealand had an extra 600,000 international visitors than we had last year and we want that scaled back in the sector. We want those people spending in New Zealand, in our businesses, in our cities, in our regions, and we want New Zealand to be a thriving cruise and air destination," he said.
Restaurant Association NZ chief executive Marisa Bidois welcomed a tourism marketing boost, saying hospitality businesses were ready to roll out the welcome mat.
"Every international visitor represents a potential diner, and increased footfall in our towns and cities flows directly through to hospitality businesses across the motu," she said.
"Our members have consistently told us that visitor numbers are critical to their recovery and long-term growth.
"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."
Last year, Tourism New Zealand unveiled an ambitious strategy to grow tourism by $5 billion by attracting more visitors outside of summer over four years.
It aimed to grow international tourism spend by 8.7 percent, or an additional $900 million in the strategy's first year.
February marked the largest number of American visitors that Aotearoa had ever recorded in a month.
At tourism conference TRENZ last month, Tourism New Zealand chief executive René de Monchy said that had been buoyed by airlines opening up new routes, a tailwind of a strong American dollar and focused marketing, and the outlook for American visitors remained really positive.
In February, the country's new tourism slogan 'Everyone Must Go' hit headlines and received ridicule.
It was a short campaign launched earlier this year to attract Australians to visit during the shoulder season.
At the time, Labour said the slogan made New Zealand sound like a clearance sale item.
But Luxon has backed the $500,000 ad campaign, saying it worked incredibly well.
"The fact that everyone talked about it was exactly what we wanted ... so it was a very successful campaign in getting Australians over here and actually getting them to experience New Zealand so I think the reality is we're proud of that campaign actually," he said.
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