New Tourism Push Targets More Visitors From Key Markets

Tourism remains New Zealand’s second-largest export industry, making it a major contributor to jobs, business activity and regional development.

The New Zealand Government is stepping up efforts to attract more international visitors by increasing tourism marketing in Australia, the United States and China, three of the country's most important tourism markets. Tourism and Hospitality Minister Louise Upston announced a one-off $4 million investment for Tourism New Zealand to expand promotional campaigns in those countries, with the goal of bringing more travellers to New Zealand and supporting economic growth.

Tourism remains New Zealand's second-largest export industry, making it a major contributor to jobs, business activity and regional development. The Government has set a target of returning international visitor numbers to at least 2019 levels by 2026 while also aiming to double the value of tourism exports recorded in 2023 over the next decade.

Visitor Numbers and Spending Continue to Rise

Recent data suggests the sector is moving steadily toward those goals. Statistics New Zealand figures released in June showed international visitor arrivals were around 8 percent higher than a year earlier, reaching approximately 94 percent of pre-pandemic levels.

Spending by overseas visitors has also increased significantly. Ministry of Business, Innovation and Employment data shows international visitor expenditure rose by $2.5 billion between March 2024 and March 2026, reaching a total of $13.7 billion.

Upston said the results demonstrate the value of ongoing tourism promotion and provide a strong foundation for further growth. The additional funding is intended to build on that momentum and encourage more international travellers to choose New Zealand as a holiday destination.

Extra Support for High-Value Business Events

Alongside the tourism marketing package, the Government will invest an additional $1 million to attract more international conferences and business events. Business events are considered particularly valuable because attendees typically stay longer, spend more money and often travel outside traditional peak tourism periods. These events also create opportunities for knowledge sharing, professional development and international business connections.

The sector already plays a significant role in the economy. Multi-day conferences generated $925 million in economic activity during 2025 and contributed more than 735,000 international visitor nights across the country. The new funding is expected to strengthen New Zealand's ability to compete for major international conferences and maintain a healthy pipeline of future events.

While acknowledging that the recent fuel crisis could influence travel plans in some markets, Upston said the Government is working closely with the tourism industry to ensure New Zealand remains an attractive destination. She added that the latest investments are designed to bring visitors to the country more quickly and deliver economic benefits to communities nationwide.