The Classic New Zealand Wine Trail has garnered the attention of international visitors, as local wineries are put firmly on the map.
WellingtonNZ and partner regions have received a major tourism and hospitality boost, putting the Classic New Zealand Wine Trail firmly in the international spotlight.
“I’m delighted to see WellingtonNZ and its regional partners championing the Classic NZ Wine Trail, weaving together some of our country’s most celebrated wine regions,” Tourism and Hospitality Minister Louise Upston said.
This investment will help Wellington, Wairarapa, Hawke’s Bay, and Marlborough reach new audiences and invite more visitors to savour their world-class wine, food, and stargazing.
Minister Upston said Wairarapa’s recent spotlight in Lonely Planet’s ‘Best in Travel’ list for its Dark Sky Reserve was an indicator that the region is already turning heads globally.
“It’s fantastic to see a campaign encouraging travellers to slow down, explore beyond the usual hotspots, and discover the rich flavours and experiences which make this trail so special.”
The NZD 991,000 campaign, led by WellingtonNZ with regional partners, will promote Wellington, Wairarapa, Hawke’s Bay, and Marlborough to Australian visitors.
“By backing this campaign, we’re not just promoting great wine, we’re inviting visitors to experience the heart and soul of our regions,” Louise Upston said.
Funding comes from the Regional Tourism Boost (Round 2), part of the Government’s NZD 70 million Major Events and Tourism Package. It builds on a similar initiative earlier this year to now include hospitality offerings as part of the campaigns.
The Regional Tourism Boost Fund (round 2) provides NZD 10 million in contestable funding to support regions to attract more international visitors to travel, stay and dine across New Zealand.
Other successful applicants in this funding round include Great South and RotoruaNZ, who will also be launching new campaigns to attract international visitors to their regions.
The first four campaigns focus on attracting visitors to New Zealand from January 2026. There will be a second stage of investments from the Regional Tourism Boost Fund (round 2) for campaigns to encourage visitors during the traditionally quieter period between April and June 2026.
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