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Monday, 14 April 2025, 2:54 pm
Press Release: New Zealand Government
Hon Louise
Upston
Minister for Tourism and
Hospitality
A major drive boosting New Zealand as an
international travel destination will kick off with a $13.5
million turbocharge for global marketing activity, Tourism
and Hospitality Minister Louise Upston has
announced.
“We’re a Government relentlessly
focused on growing the economy so Kiwis can get ahead. All
the stats show tourism will play a leading role as that
growth continues,” Louise Upston says.
“Today
I’m delighted to announce a $13.5 million investment for
Tourism New Zealand to encourage more international visitors
across multiple markets.
“Encouraging more visitors
means more people staying in our hotels, eating in our
cafés, spending in our shops and visiting our attractions,
creating jobs and driving economic
growth.
“The initial investment will
include a focus on encouraging visitors from China,
Australia, the United States, India, Germany and South
Korea. In these countries and beyond there are millions of
people actively considering coming here and experiencing all
New Zealand has to offer.
“We know
international marketing works, with around 14 per cent of
international holiday visitors already being directly
influenced by Tourism NZ’s marketing activity.
“We
want to grow that influence. Our international visitor
spending and visitor numbers have been rebuilding strongly,
and we must make the most of that momentum.
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“The
$13.5 million announced today is estimated to result in more
than 23,000 additional international visitors and spending
an extra $100 million across the country.
“That will
be a major boost, not just for tourism and hospitality
providers, but in regions and communities throughout the
country.
“We have encouraging signs coming through
from our ‘Everyone Must Go!’ campaign focused on
Australia, but we won’t stop there.
“2025 is our
chance to reinforce the value of tourism and show what our
humming, vibrant country has on show. New Zealand tourism is
open for business.
“We already know our country has
so much going for it. Now we need the global marketing to
push that story even wider,” Louise Upston
says.
Specific campaigns will be announced as they
continue to be developed during
2025.
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