Hospitality New Zealand welcomes the announcement from Tourism and Hospitality Minister Louise Upston of funding for regional tourism initiatives.
Six regional tourism organisations will share $3 million from the Regional Tourism Boost contestable fund, aimed at encouraging visitors to explore beyond traditional hotspots. The funding will support targeted campaigns designed to drive tourism into less-visited regions, particularly during the quieter autumn and winter months.
Hospitality NZ Chief Executive Steve Armitage welcomed the investment, highlighting its potential benefits for the hospitality and accommodation sectors.
“This is a timely boost that we hope will help drive international visitation and support hospitality and accommodation businesses across the country,” said Armitage.
He also emphasised the importance of collaboration in making these campaigns a success.
“We’re especially pleased to see a strong focus on collaboration between tourism organisations, local councils, and communities. This is exactly what’s needed to showcase the depth and diversity of experiences visitors can enjoy across New Zealand.”
The initiative aims to stimulate regional economies by spreading tourism more evenly across the country, reducing pressure on high-traffic destinations while unlocking growth opportunities for businesses in smaller towns and rural areas.
“Hospitality NZ looks forward to seeing the positive impact these campaigns will have on regional economies, supporting the ongoing growth of a thriving, sustainable tourism and hospitality sector,” Armitage added.
By encouraging travellers to explore beyond the usual tourist hubs, the fund is expected to create long-term benefits for both businesses and communities, ensuring a more resilient and sustainable tourism industry.
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