Year-round marketing of Hawke's Bay as a tourism destination has helped generate a 6 per cent increase in tourism spending since August last year.
The latest monthly regional tourism estimates released by the Ministry of Business, Innovation and Employment (MBIE) showed that about $612 million was spent in the region for the year to August 2017.
MBIE manager of sector trends Mark Gordon said this was made up of $172m spent by international visitors (up 15 per cent compared with the year to August 2016) and $440m by domestic tourists (up 5 per cent).
"When it comes to the monthly expenditure, tourism spend in Hawke's Bay for the month of August 2017 is up 14 per cent compared with the month of August 2016."
Of that, Napier city topped the tourism spend at $329m, followed by the Hastings district at $234m, Central Hawke's Bay, $32m and Wairoa district, $17m.
Hawke's Bay Tourism general manager Annie Dundas said spending was up due to the ability to consistently market Hawke's Bay as a destination all year round.
"This sustained approach to marketing is keeping Hawke's Bay in the front of people's minds," she said, and added that there was good conference business through the period, which boosted August's figures.
"Last August the Napier conference centre was closed so this August with it open has been a huge help."
MBIE developed the monthly regional tourism estimates in consultation with tourism industry representatives to create a better measurement of the value of tourism by region.
"Visitor spending information for the regions helps inform investment and planning in the tourism industry by providing insight into where both domestic and international tourists are spending their money," Mr Gordon said.
"Our figures are based on card transaction data. Users can filter the data to get the information they need, including breaking it down by year, key areas within regions, country of origin, and tourism product groupings such as accommodation, transport and retail sales."