Northland accommodation numbers in January surged to their second highest level in almost a decade, despite sodden New Year campers packing up mid-holiday.
Although 2016 began with torrential rain and gale-force winds, Northland recorded 350,000 visitor nights in January - the second busiest month since 2007.
Northland Inc regional promotions manager Paul Davis said the numbers were pleasing but the result could have been even stronger.
"The last three years in a row have been very, very good years for Northland and these figures are an extension of that," he said. "Apart from the rain, we're happy."
Excluding figures provided by holiday parks - where many campers packed up and went home early - guest nights were up 3.5 per cent year-on-year.
Mr Davis said he hoped year-round and all-weather activities, including the Waitangi Museum and the in-development Hundertwasser Art Centre, would drive more tourism to the region throughout the year.
Mr Davis said emerging visitor markets, including China, India and South America, had picked up, in addition to the established markets of Australia, the United States, United Kingdom and Europe.
Nationally, guest nights were at record levels. January's 4.84 million guest nights were a record in the 20-year history of the survey, and up 6.1 per cent on last January.