Regional Tourism Boost Fund recipients (Round 3)
Regional Tourism Organisations (RTOs) have been awarded $5 million of funding from the Regional Tourism Boost Fund - Round 3.
On this page I tēnei whārangi
North Island
Kiwi North
Funding received: $994,902
RTOs involved
RotoruaNZ (lead), Tātaki Auckland Unlimited, WellingtonNZ, Northland Inc, Destination Hauraki Coromandel, Tourism Bay of Plenty, Hamilton and Waikato Tourism, Tairāwhiti Gisborne, Destination Great Lake Taupō, Visit Ruapehu, Venture Taranaki, Hawke’s Bay Tourism, Whanganui and Partners, Central Economic Development Agency (Manawatū), Destination Wairarapa.
Project
A North Island-wide campaign targeting Mainland China to attract Chinese visitors through the Kiwi North food and hospitality campaign. Through partnerships, the campaign combines social media, travel packages, airline promotions and food and beverage experiences to drive visitation, increase regional dispersal and convert high-value Chinese travellers into multi-destination North Island itineraries.
Central New Zealand
Classic New Zealand Wine & Food Trail
Funding received: $594,902
RTOs involved
WellingtonNZ (lead), Hawke's Bay Tourism, Destination Wairarapa and Destination Marlborough.
Project
A conversion-focused campaign targeting high-value Australian travellers to visit Wellington, Wairarapa, Hawke's Bay and Marlborough via one of New Zealand's premier self-drive touring routes. Leveraging wine, food and hospitality experiences the campaign aims to increase visitor spend, length of stay and regional dispersal.
South Island
China SOUTH
Funding received: $994,902
RTOs involved
ChristchurchNZ (lead), Hurunui Tourism, Development West Coast, Destination Queenstown/Wānaka, Enterprise Dunedin, Venture Timaru, Tourism Waitaki, Destination Marlborough, Destination Clutha, Destination Kaikōura, Nelson Regional Development Agency and Great South.
Project
A coordinated South Island campaign targeting both Mainland Chinese travellers and Chinese passport holders living in Australia. The campaign promotes bookable multi-region itineraries, self-drive journeys, food and wine experiences, and South Island touring routes to drive visitation across eleven regions. The campaign combines destination marketing, airline partnerships, online travel agency conversion tools, social media content, travel trade engagement and tactical offers to attract travellers to booking and travel.
Top of the South
Funding received: $644,902
RTOs involved
Visit Hurunui (lead), Destination Marlborough, Destination Kaikōura, Nelson Tasman and Development West Coast.
Project
A collaborative Australian marketing campaign designed to drive visitors beyond Christchurch into Nelson Tasman, Marlborough, Kaikōura, Hurunui and the West Coast. Through Expedia, THL and CamperMate partnerships, the campaign promotes food, wine, adventure and self-drive itineraries that encourage longer stays and greater regional exploration.
National
North America
Funding received: $975,490
RTOs involved
Tātaki Auckland Unlimited (lead), Northland Inc, Destination Hauraki Coromandel, Tourism Bay of Plenty, Hamilton & Waikato NZ, Rotorua NZ, Destination Great Lake Taupo, Visit Ruapehu, CEDA, Venture Taranaki, Tairāwhiti Gisborne, Hawke’s Bay Tourism, Whanganui & Partners, Destination Wairarapa, Wellington NZ, Destination Marlborough, Nelson Tasman, Destination Kaikoura, Visit Hurunui, ChristchurchNZ, Mackenzie Tourism, Tourism Waitaki, Venture Timaru, Destination West Coast, Enterprise Dunedin, Great South, Destination Queenstown, Lake Wanaka Tourism, Tourism Central Otago and Clutha Development.
Project
A nationally coordinated North American campaign to encourage visitors from the United States and Canada to explore destinations across New Zealand using airline, trade and travel distribution partners. The campaign will use airfare promotions, trade conversion activity, bookable experiences and regional content to increase visitation, visitor spend and dispersal across New Zealand.
Food Trails Aotearoa
Funding received: $794,902
RTOs involved
Destination Great Lake Taupō (co-lead), RotoruaNZ (co-lead), Hamilton & Waikato Tourism, Visit Ruapehu, Northland NZ, Nelson Tasman, Destination Marlborough, Tourism Bay of Plenty, Destination Kaikoura, Te Puna Umanga Venture Taranaki Trust.
Project
A food and hospitality-led international marketing campaign targeting Australia and the United States through up to eight curated regional food trails. The campaign uses bookable itineraries, regional storytelling, self-drive touring and hospitality experiences to encourage visitors to travel beyond gateway destinations and disperse throughout regional New Zealand.