Published on
January 15, 2026
The New Zealand government has launched a set of five new tourism campaigns as part of a continued effort to encourage travelers from the United States, Canada, and Australia to explore the diverse beauty of New Zealand’s regions. These campaigns are part of the $10 million Regional Tourism Boost, a government initiative aimed at promoting local travel destinations and providing a sustainable recovery for the tourism sector.
These targeted campaigns include exciting initiatives such as a $1.2 million project to attract more visitors from the U.S. and Canada, which will be coordinated by Tātaki Auckland Unlimited. Additionally, a $1 million campaign will focus on enticing Australians from the eastern seaboard to explore the alpine and coastal regions of the central South Island, led by ChristchurchNZ. Another highlight is a $600,000 cycling initiative, designed to bring more Australian holidaymakers to New Zealand’s renowned bike trails, organized by Destination Great Lake Taupō.
Further south, two separate campaigns worth $459,000 each will aim to draw Australians from the Gold Coast and Sydney, encouraging them to visit the lower South Island and the heart of the North Island. These campaigns will be led by Great South and Hamilton & Waikato Tourism respectively, with the aim of giving Australians a taste of New Zealand’s more off-the-beaten-path travel experiences.
Diverse Regions and Travel Deals: New Zealand’s Regional Tourism Boost
Tourism and Hospitality Minister Louise Upston highlighted that the new campaigns are designed to help New Zealand’s regions shine by promoting less-traveled destinations and offering unique experiences that travelers may not typically encounter. She stressed the importance of supporting local businesses and providing opportunities for tourists to explore beyond the usual hotspots.
The new campaigns will feature special travel deals, including time-limited offers on accommodation and distinctive regional hospitality experiences. This effort is particularly focused on attracting international visitors to New Zealand during the quieter autumn and early winter months, when tourism has traditionally slowed down.
Minister Upston explained that the government is dedicated to making it easier for international travelers to enjoy New Zealand’s natural beauty and cultural experiences. She said that the campaigns would showcase a wide variety of local experiences, including cycling through the Great Lake Trails in Taupō, sampling pinot noir in Waipara Valley, tasting specialty cheeses in Ōamaru, and admiring the dramatic fiords of Southland.
“By focusing on the off-peak seasons, we aim to offer visitors the chance to enjoy New Zealand in a more relaxed setting. Our country is a perfect destination for those who want to discover new places and experiences,” she added.
All $10 Million of Regional Tourism Boost Fund Allocated
The campaigns announced today bring the total funding allocated for the Regional Tourism Boost to its full $10 million, with the first four campaigns unveiled in November 2025. The government’s $70 million Major Events and Tourism Package, which funds this initiative, is part of New Zealand’s ongoing efforts to support the recovery and growth of the tourism sector after the setbacks caused by the COVID-19 pandemic.
The initiative is a crucial part of New Zealand’s tourism strategy, designed to balance the growth of tourism with the preservation of the natural beauty and cultural heritage that the country is famous for. The aim is to provide visitors with meaningful, enriching travel experiences while supporting the economic recovery of New Zealand’s regional economies.
Travel Deals and Cultural Immersion: A Perfect Time to Visit New Zealand
As part of this initiative, the New Zealand government is promoting exclusive discounts on holiday packages and encouraging cultural immersion through various regional activities. Whether it’s experiencing the famous Māori culture, local art and culinary delights, or exploring the stunning natural landscapes across the country, these campaigns provide the perfect opportunity for travelers to engage with New Zealand’s authentic offerings.
The cycling routes in Taupō, for example, are famous for their scenic beauty and have been designed to showcase the stunning landscapes of central North Island. For those looking for a romantic getaway, Waipara Valley offers a range of premium wineries, ideal for tasting award-winning wines while enjoying the rolling hills. Additionally, the Southland region, with its magnificent fiords and wildlife, remains a must-see for nature enthusiasts.
Minister Upston emphasized the significance of such tourism campaigns, stating that they would help restore revenue to the tourism sector, support local job creation, and ensure economic stability for many residents of New Zealand’s regions.
Enhancing Economic Growth and Regional Opportunities
The launch of these new campaigns signifies a broader economic strategy that goes beyond just attracting tourists. By focusing on regional diversity and local businesses, the government hopes to enhance the economic benefits of tourism, ensuring that all regions in New Zealand receive their fair share of attention. Whether it’s an adventure-packed trip, cultural exploration, or a relaxing retreat, the new initiatives are designed to cater to a wide range of travelers, fostering economic growth across the country.
“Tourism is not just about visiting a destination; it’s about helping our local communities grow, prosper, and connect with the wider world. By bringing tourists to our regions, we’re creating opportunities for growth in every corner of New Zealand,” Minister Upston added.
Conclusion: New Zealand Welcomes You with Open Arms and Fresh Travel Deals
With the Regional Tourism Boost and the new travel campaigns, New Zealand is inviting travelers from the United States, Canada, and Australia to come and explore the underrated gems of the country. From cycling the Great Lake Trails to sampling fine wine in Waipara, New Zealand has something special to offer during the quieter seasons.
The time-limited travel deals make it easier for international visitors to visit New Zealand and explore its unique culture, all while supporting the local economy. With all of the $10 million allocated to the initiative now being used, it’s clear that the government is taking decisive steps to bring tourism recovery to New Zealand, with both adventurous and relaxing experiences for travelers.
