Auckland's tourism agency is launching a campaign to attract Kiwis to the city.

The campaign targets domestic travellers in Waikato, Northland, Bay of Plenty, Wellington and Canterbury and is designed to help increase the value of Auckland's domestic tourism sector from $1.366 billion in 2010 to $2 billion annually by 2021.

ATEED's destination acting general manager Jason Hill says it is the first comprehensive domestic campaign in more than a decade.

"People from all over New Zealand had a great time here during Rugby World Cup. We want to build on their experience of Auckland as an exciting holiday destination and encourage people to visit, stay longer and spend more," he said.

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While research showed Auckland is perceived as a diverse, vibrant and buzzing city some people are concerned that it might be intimidating or unwelcoming.

"The campaign aims to knock those concerns on the head."

The campaign will push the "no passport required" message.