Regional Tourism Boost to attract international visitors to New Zealand – Image: Kaikoura/TNZ
A new $3 million fund from the International Conservation and Tourism Visitor Levy will be used to attract more international visitors to regional destinations this autumn and winter, Tourism and Hospitality Minister Louise Upston says. The Government has a clear priority to unleash economic growth and getting our visitor numbers back to 2019 levels will be critical to our economic growth goals.”
Speaking to the Regional Tourism New Zealand members’ meeting in Auckland, Louise Upston said collaboration between tourism organisations would be essential. “The Regional Tourism Boost contestable fund will open at the end of February for activity in the April to July period.” Regions applying would also need to promote travel opportunities outside main tourism hotspots.
“I expect regions to join up to accelerate work to promote their wider region, so visitors have opportunities to explore multiple parts of our wonderful country. “Quality is also part of the process. Regions will demonstrate they have the capacity to host an increased number of visitors, ensuring a smooth and special experience once they arrive.
“This initiative is another push in our Tourism Boost, developed by the Government in partnership with industry to support immediate growth in visitor numbers, drive export activity and deliver economic growth.
“Tourism is a crucial part of our focus on economic growth, with domestic and international tourism expenditure at almost $38 billion and supporting nearly 200,000 jobs. “We’re ramping up marketing activity and this fund, plus my recent announcement for additional Australia campaign activity, will start to give tourism the boost it needs.
“We know it will be supported by New Zealanders – 93 per cent of New Zealanders surveyed last year agreed that tourism is good for the country. This is a year of opportunity. 2025 is our chance to reinforce the value of tourism to a humming, vibrant country, where we welcome anyone, from anywhere, anytime,” Louise Upton says.
High spending visitors from Germany like to explore regional New Zealand
In its latest visitor snapshot, Tourism New Zealand (TNZ) says last year, 64,700 German travellers (1.2% of all arrivals) visited New Zealand, with 46,500 (72%) of them being holiday visitors. German visitors spent $463.3 million in New Zealand, with $385 million by holidaymakers. The average spend per trip was $8,102, rising to $9,061 for holiday visitors. One-quarter of spending was on accommodation, and visitors were most likely to travel with their significant other.
German holiday visitors spent an even amount of time in the North Island (56% of nights), and the South Island (44% of nights). Among them, 66% visited four or more regions, with Auckland being the most popular destination. Most visitors favoured natural attractions like mountains and lakes, beaches, hiking, and national parks.
First stop for German visitors in New Zealand is Auckland, then they are off into the regions – Image: TNZ
In its latest visitor insights, TNZ says most visitors from Germany opted to book houses or apartments online or hotels. The North-to-South Island ferry, rental cars and taxis/shuttles were popular transport options among holidaymakers.
There are also around 6.8 million Active Considerers in Germany, with 37% identifying New Zealand as their top destination choice. Among German Active Considerers, New Zealand is most associated with stunning landscapes, outdoor adventures, and experiences you can’t find elsewhere in the world. Getting in touch with nature and experiencing New Zealand’s beautiful landscapes are key reasons for German Active Considerers to visit. (NAN/NZGov/TNZ 20-02-25)
