Tourism experts say the Aims Games and campaigns to increase the Bay's profile and attract visitors from Australia have contributed to an increase in tourism spend in the region.
The latest Monthly Regional Tourism Estimates released by the Ministry of Business, Innovation and Employment show tourism spend for the region was an estimated $1.8 billion for the year to September 2017, which was up 6 per cent compared to September 2016.
MBIE manager of sector trends Mark Gordon said international visitors spent $615 million, up 8 per cent compared to September 2016, and domestic tourists spent $1.2b - up 5 per cent.
"When it comes to the monthly expenditure, tourism spend in Bay of Plenty for the month of September 2017 is up 6 per cent compared with the month of September 2016," Mr Gordon said.
Kathrin Low, of Tourism Bay of Plenty, said the 2017 Aims Games from September 10-15 contributed to the increase.