RotoruaNZ Launches Two Major International Tourism Campaigns With $4.5 Million Boost

RotoruaNZ is set to launch two major international tourism campaigns after receiving more than $4.5 million in government funding. The announcement was made by Tourism and Hospitality Minister Louise Upston, who says the campaigns will help promote Rotorua and the wider North Island to visitors around the world.

The investment aims to bring a new wave of travellers to New Zealand, support local businesses, and highlight the region’s geothermal attractions, Māori culture, and natural beauty.

RotoruaNZ Targets Asia and Australia

The funding comes from the Regional Tourism Boost Fund (Round 2), part of the Government’s wider $70 million Major Events and Tourism Package. The fund supports regions that want to bring more international travellers to explore, stay, and dine across New Zealand.

The two campaigns include:

1. North Island x Ctrip Campaign

• Funding: $2,025,000
• Target markets: China, Hong Kong, Japan, South Korea
• Partners: Ctrip and North Island regional tourism organisations
• Aim: Reach independent travellers across Asia through one of the world’s largest online travel agencies

2. Kiwi North Campaign

• Funding: $2,500,000
• Target market: Australia’s eastern seaboard
• Partners: 14 North Island tourism organisations and major airlines
• Aim: Promote North Island experiences to Australian visitors looking for new, accessible adventures

Minister Upston: A Fresh Push for International Visitors

Minister Louise Upston says RotoruaNZ is “leading the way” with creative and bold ideas.

She highlighted the region’s geothermal wonders, cultural attractions, and strong hospitality reputation. She also praised the collaboration between tourism organisations across the North Island.

“These campaigns will help new audiences discover everything this part of New Zealand has to offer,” she says.
“From bubbling mud pools and worldclass mountain biking in Rotorua, to beaches, vineyards and vibrant cities, there is something for every traveller.”

According to the Minister, the goal is not only to promote local destinations but also to invite visitors to experience the “warmth, adventure and spirit of the North Island”.

What Happens Next

The first four Regional Tourism Boost campaigns, including RotoruaNZ’s, will focus on attracting visitors for January 2026.
A second stage of investments will be announced later this year, aimed at the quieter April to June travel period.

Other successful applicants in this funding round include WellingtonNZ and Great South, which will launch their own regional campaigns.

Ctrip, one of the main partners, is China’s largest online travel agency, giving the North Island strong visibility in key Asian markets.

What This Means for Rotorua and the North Island

The campaigns aim to:

• Increase international visitor numbers
• Support accommodation providers, hospitality businesses, and tourism operators
• Spread travellers across the North Island, not just in major cities
• Build long-term awareness in key global markets
• Strengthen ties with airlines and travel platforms

The boost comes at a time when regions are working to attract visitors back after global travel disruptions.

Webfit News will continue to follow the rollout of the campaigns and their impact on the tourism industry.