A new campaign aimed at encouraging Australians to choose New Zealand as their next holiday destination is set to boost the tourism industry in 2025, Tourism and Hospitality Minister Louise Upston has announced.
The marketing initiative, which goes live in Australia this week, underscores the Government’s commitment to driving international tourism and economic growth.
“We always love to see our Australian friends holidaying here, staying with local accommodation providers, soaking up Kiwi experiences, and enjoying hospitality in restaurants, bars, and cafés,” said Upston.
Tourism remains a key driver of the economy, with domestic and international tourism expenditure reaching nearly $38 billion and supporting close to 200,000 jobs.
“This is the first investment from our Tourism Boost programme, utilising $500,000 from the International Visitor Conservation and Tourism Levy, and there will be more initiatives to come,” Upston confirmed.
Currently, visitor numbers from Australia are at approximately 88% of 2019 levels, and the campaign aims to encourage even more Australians to make the trip.
“What this Tourism New Zealand campaign tells our Aussie mates is that we’re open for business, there are great deals available, and we’d love to see them soon,” said Upston.
With the tagline ‘Everyone Must Go,’ the campaign positions New Zealand as a must-visit destination, reinforcing that the country is ready and eager to welcome Australian travellers.
Over the past year, Australian arrivals to New Zealand have increased by more than 90,000, rising from 1.27 million to 1.36 million. However, the Government sees further growth potential, with figures suggesting that around four million Australians are actively considering a holiday in New Zealand.
Tourism New Zealand has also partnered with key industry players to maximise the campaign’s impact, ensuring a collaborative effort to attract visitors.
“This initiative is part of our wider Tourism Boost strategy, developed in partnership with industry to drive visitor growth, support export activity, and enhance economic expansion,” Upston said.
The campaign also aligns with the Government’s ‘Going For Growth’ strategy, launched by Finance and Economic Growth Minister Nicola Willis, which outlines initiatives to overcome growth challenges and unlock New Zealand’s economic potential.
“Ultimately, economic growth is driven by businesses, and I will continue engaging with businesses nationwide to help grow tourism not just in the short term, but sustainably over the long term,” Upston concluded.
The campaign is expected to play a key role in revitalising New Zealand’s tourism sector, ensuring it remains a top destination for Australian travellers in the years to come.
