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New Zealand’s Regional Tourism Boost: Coalition Launches Five Fresh Campaigns to Attract More Visitors from the US, Canada, and Australia
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.Advertisement
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 dr …