Tourism New Zealand (TNZ) is set to receive an additional NZ$13.5 million (US$8.1 million) in funding for the 2024/25 financial year, drawn from the International Visitor Conservation and Tourism Levy. Announced in mid-April as part of the government’s wider Tourism Boost initiative, the funding aims to intensify international marketing efforts, increase tourist arrivals, and foster long-term tourism growth.
The supplementary budget will enable TNZ to enhance its destination marketing strategies in key international markets, including Australia, the United States, and China. These primary markets, which currently account for over 60 percent of New Zealand’s international visitor arrivals, represent substantial potential for further growth. In addition, efforts will extend to mid-tier markets such as Germany, South Korea, and India, strengthening the country’s outreach through media campaigns, public relations activities, and travel trade collaborations.
The initiative seeks to move prospective visitors through the travel planning stages, from initial interest to confirmed bookings. By focusing on high-performing and emerging markets, TNZ aims to significantly improve the country’s visibility and attractiveness as a global travel destination.
TNZ Chief Executive Rene de Monchy highlighted the importance of the increased funding at the Trenz 2025 Tourism Briefing held in Rotorua on May 7. He emphasized the essential role of the travel trade in supporting inbound tourism and facilitating bookings. According to de Monchy, a substantial portion of international bookings are made through intermediaries such as travel agents and tour operators. Therefore, reinforcing these trade relationships is a key component of TNZ’s strategic plan.
De Monchy further stated that the enhanced Tourism Boost package would enable the organization to reach a broader audience of potential travelers. “Our visitor numbers are showing positive trends, but there is still considerable room for expansion,” he remarked. “We know more people than ever are considering visiting New Zealand, and this funding will help us connect with them and inspire them to finalize their travel plans.”
Projections suggest that the NZ$13.5 million investment could attract an additional 23,000 international visitors between July 2025 and March 2026. This anticipated influx is expected to generate over NZ$100 million in international tourism expenditure, contributing significantly to the national economy.
In parallel with enhanced marketing efforts, the New Zealand government is implementing measures to streamline the visa application process for international travelers. One notable change, effective from May 26, will simplify the submission of translated supporting documents. The requirement for official certification of non-English translations will be removed. Instead, applicants will need to declare who completed the translation and outline the translator’s qualifications and experience.
Minister of Tourism and Hospitality Louise Upston announced the visa changes during the Tourism Briefing in Rotorua. She acknowledged that the decision was influenced by feedback from travel industry stakeholders, who cited both time delays and cost concerns associated with the previous certification requirements. Upston noted that while translated documents will still be necessary, the new process will ease administrative burdens and make New Zealand a more accessible destination for international visitors.
This dual approach—intensified global marketing and improved visa facilitation—demonstrates the government’s commitment to revitalizing and expanding the tourism sector. With international travel steadily rebounding, these strategic interventions are expected to enhance New Zealand’s competitiveness on the global stage and position it for sustained tourism growth in the coming years.
