New Zealand Pushes Tourism Recovery With a Strategic Growth Campaign

New Zealand is launching a major strategic push to recover its tourism sector, aiming to welcome back 3.89 million international visitors by 2026 — the same number it hosted in 2019 before the COVID-19 pandemic. The government’s Tourism Growth Roadmap, built on the previous Tourism Boost Package, is driving coordinated efforts between government and industry to prioritize high-value tourism, sustainability, and targeted international marketing.

The campaign includes a $13.5 million boost to Tourism New Zealand’s international marketing efforts, unveiled by Prime Minister Christopher Luxon and Tourism Minister Louise Upston. This investment is expected to generate more than 23,000 extra international arrivals by March 2026, contributing approximately $100 million in additional spending. The new campaigns will target six core markets: China, Australia, the United States, India, Germany, and South Korea, with specific campaign rollouts announced progressively through 2025.

Regional Tourism Boost: Driving Visitors Beyond Traditional Hotspots

The government has also launched the Regional Tourism Boost (Round 2), a $10 million contestable fund to support regions in attracting more international visitors to travel, stay, and dine in New Zealand in the first half of 2026. Stage 1 targets visitors arriving between January 1 and March 31, 2026, including the Lunar New Year period. The 2025 Tourism Boost package was developed in partnership with the tourism industry to support immediate growth in visitor numbers and deliver economic growth.

Four major campaigns launched in January 2026 include RotoruaNZ’s “North Island x Ctrip” campaign targeting China, Hong Kong, Japan, and South Korea; RotoruaNZ’s “Kiwi North” campaign targeting Australia’s eastern seaboard; WellingtonNZ’s “Classic NZ Wine Trail” campaign promoting wine and food to Australian visitors; and Great South’s “Southern Way” campaign encouraging Australians to explore the lower South Island.

Additionally, a $3.69 million investment supports five new campaigns designed to attract visitors during the quieter autumn and early winter months, including a $600,000 cycling initiative for Australia’s Great Rides and projects to entice Australians to the lower South Island and North Island via Hamilton Airport.

Key Points

1. 3.89 million international visitors target by 2026 — New Zealand aims to match 2019 pre-pandemic visitor numbers through Tourism Growth Roadmap
2. $13.5 million marketing boost — Expected to generate 23,000 extra arrivals by March 2026, contributing $100 million in additional spending
3. Six core markets targeted — China, Australia, United States, India, Germany, and South Korea for international campaigns
4. $10 million Regional Tourism Boost — Supports regions to attract visitors in first half of 2026, with Stage 1 targeting Jan 1-Mar 31 arrivals
5. Four major regional campaigns launched — RotoruaNZ (“North Island x Ctrip” and “Kiwi North”), WellingtonNZ (“Classic NZ Wine Trail”), Great South (“Southern Way”)
6. High-value tourism & sustainability focus — Roadmap prioritizes quality over quantity, regenerative tourism model giving back to communities

Bottom Line

New Zealand’s strategic Tourism Growth Roadmap aims to recover 3.89 million international visitors by 2026, matching pre-pandemic 2019 numbers. With a $13.5 million marketing investment targeting China, Australia, US, India, Germany, and South Korea, the campaign expects 23,000 extra arrivals and $100 million in spending. The $10 million Regional Tourism Boost is driving visitors beyond traditional hotspots through four major regional campaigns, while the focus on high-value tourism and sustainability ensures quality experiences over quantity. New Zealand is positioning itself as a regenerative tourism destination that gives back to people and places, demonstrating global leadership in sustainable recovery post-COVID.