New Zealand’s lesser-known destinations are set to take center stage with a bold new funding initiative that promises to breathe life into regional tourism. The government’s announcement of a $3 million investment—channeled through the Regional Tourism Boost contestable fund—marks a significant step toward reshaping the country’s visitor economy, and Hospitality New Zealand is standing firmly behind the move.

For too long, the tourism spotlight has shone primarily on iconic locations like Queenstown, Rotorua, and Auckland. But now, with the tourism sector still navigating its post-pandemic recovery, there’s a clear shift in focus. This new funding aims to level the playing field, allowing smaller communities to showcase their unique culture, landscapes, and experiences.

Hospitality New Zealand has welcomed the initiative, praising it as a necessary course correction that will empower underrepresented regions. The organization believes the benefits of tourism must be more evenly spread across the country—not only to support local businesses but also to offer travelers richer, more diverse experiences.

Six regional tourism organizations will share the funding pool, each tasked with creating targeted campaigns that inspire exploration beyond the usual hotspots. These short-term promotional pushes are expected to bring immediate economic relief while laying the groundwork for long-term visitor growth.

Local tourism advocates are hopeful that the campaigns will shine a light on destinations often overlooked by tour operators and travel influencers. From coastal hideaways and alpine villages to vibrant townships with deep Māori heritage, New Zealand’s regional offerings are as vast as they are underappreciated.

Hospitality NZ emphasized that the hospitality sector—cafés, lodges, motels, restaurants, and local attractions—stands to gain significantly from this renewed focus on regional visitation. Many of these businesses are family-run and have weathered considerable challenges over recent years. This funding, they say, could be the catalyst for a strong, inclusive recovery.

As the summer travel season approaches, the timing of the funding announcement couldn’t be more ideal. Regional tourism boards now have the opportunity to craft fresh narratives, spotlight local gems, and drive visitation where it’s needed most.

In a tourism landscape that’s evolving rapidly, the call to “travel differently” is gaining momentum. And with this $3 million commitment, New Zealand is backing that call with action—one region at a time.

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