Trenz delegates have been told to expect an announcement on the funding by the end of the year.

Trenz delegates have been told to expect an announcement on the funding by the end of the year.

Prime Minister John Key has promised more marketing money for New Zealand's $20 billion tourism industry by the end of the year but businesses will also have to come up with the cash if they want the Government to open its wallet.

Speaking at the industry's annual trade fair Trenz, Key, who is also the Tourism Minister, said the Government wanted to increase the marketing contribution for the industry over time.

In this year's Budget the Government cut back its tourism marketing spend by $6.5 million, dropping it from $75.5 million to $69 million.

But Key yesterday said there was good news on the way for the industry and he expected to make a announcement by the end of the year.

At the March job summit a figure of $60 million was suggested as an increase needed for tourism marketing.

When asked if that figure was still realistic in the current economic environment Key said it was "in the realm of possibility." But any extra money from the Government would also have to be matched by the industry.

That would mean businesses would have to come up with $30 million of their own to get access to the Government's $30 million.

Key said the Government was also working with Tourism New Zealand on funding for marketing to China.

Tourism New Zealand has had project funding for China over the last three years but that runs out at the end of June.

Key said he saw China as a long-term strategic market.

The Government had already committed $30 million to the Shanghai Expo being held next year and he wanted to ensure the market continued to be targeted in the run-up to that.

Tourism Industry Association chief executive Tim Cossar said the industry would be very encouraged to see some more money by the end of the year and if that happened it would perceive the first 12 months of the new Government as being very positive.

"We wanted tourism recognised as bedrock industry and the Government has done that."

But until it saw the money the association would continue to push for it.

Cossar said the industry needed to be open to joint venture marketing with the Government.

"We want the industry to contribute - we think that is a fair expectation."