The New Zealand Government is set to invest NZ$5 million in six regional tourism campaigns aimed at attracting more international visitors, with a particular focus on the Chinese market. The funding will be provided through the government’s Regional Tourism Promotion Fund, supporting collaborative campaigns designed to strengthen international visitor numbers and spread tourism spending across more destinations and communities.
China Market Gets Major Focus
Among the initiatives, Rotorua on the North Island will receive NZ$994,902 for the Kiwi North food and hospitality campaign, which will focus on attracting Chinese visitors to the region. A similar NZ$994,902 has been allocated for a campaign promoting Christchurch and the South Island to Chinese travelers.
The initiatives are expected to highlight the regions’ food, hospitality and tourism experiences while encouraging international visitors to explore beyond New Zealand’s major gateways. The campaigns form part of a wider effort to strengthen regional tourism and encourage visitors to discover destinations outside the country’s most heavily visited areas.
Campaigns Target Longer Stays
Tourism and Hospitality Minister Louise Upston said the fund would support regional, collaborative marketing campaigns designed to attract international visitors during spring 2026 and the early part of summer 2027. According to the minister, the campaigns will target travelers from Australia, North America and China, encouraging them to stay longer, visit more destinations and spend more with local tourism and hospitality businesses.
The government also aims to encourage international visitors to travel during periods when visitor numbers are lower and explore destinations beyond New Zealand’s main entry points. This approach is intended to reduce pressure on heavily visited locations while creating greater economic opportunities for regional communities.
Regional Tourism and Hospitality in Focus
All six campaigns will promote a combination of regional food, wine, hospitality and tourism experiences. By encouraging international travelers to explore a wider range of destinations, the government expects tourism revenue to reach more communities across the country.
The investment reflects New Zealand’s broader strategy of strengthening regional tourism by diversifying visitor flows and encouraging longer stays. The campaigns are also expected to provide additional opportunities for local hotels, restaurants, tourism operators and other businesses that depend on international visitors.
With the new promotional initiatives targeting key international markets, New Zealand is seeking to build stronger regional tourism activity while positioning less-visited destinations as attractive alternatives to the country’s traditional tourism hotspots.
