Spending by international and domestic tourists in Bay of Plenty last December was at a six-year high, government figures show.
The Ministry of Business, Innovation and Employment regional tourism indicators showed the international tourism spend in December 2014 was 19 per cent higher than December 2012 and 16 per cent higher than December 2013.
Spending by domestic tourists was also up - 13 per cent on December 2012 and 9 per cent on 2013.
The ministry does not provide actual dollar figures for the spending.
Tourism Bay of Plenty general manager Rhys Arrowsmith said the organisation had focused on a more targeted approach to the tourist market.
"Undoubtedly weather plays a good part in any region's success.
"However for the first time in over a decade, Tourism Bay of Plenty has had the ability to support a well co-ordinated and funded marketing strategy," he said.
"This focus has seen continuous growth in all measures relating to tourism within the Bay of Plenty."
Eight paid attractions monitored by the organisation had a 33.9 per cent increase in visits, while Statistics New Zealand's latest accommodation data also reflected an increase in people staying in the region, he said.
"Cruise has also seen another increase ... we are tracking that 55 per cent of passengers are choosing to stay and spend in the immediate region."
Tourism Bay of Plenty had some exciting initiatives in the pipeline which would take a wise balance of investment by all concerned, he said.
"If [tourism's] well supported, it will run parallel with the fantastic efforts being put into major events and economic development."
Across New Zealand, international tourism spending was up by 21 per cent year-on-year while domestic spending was up by 4 per cent.
Labour's tourism spokesman, Peeni Henare, said tourism seemed to be tracking along well - but there was room for improvement.
"I think there's scope for more to be done around eco-tourism," he said.
"There are operators out there who feel they're being ignored at the moment.
"Adventure tourism also needs tightening up. The Government put in a whole lot of regulations for compliance which have caused a lot of operators to go under because they cost too much."
More could be done in the regions as well, he said. "A whole heap of regional operators are looking for a slice of the action ... they're not feeling benefits of booming tourism."