The boom only gets bigger for Hawke's Bay as the region leads the country for visitor spending growth in February.
Latest figures by Statistics New Zealand show that visitor spend in Hawke's Bay reached $224m for the December to February period - an increase of $8m during the same period last year.
General manager of Hawke's Bay Tourism, Annie Dundas, puts it down to the hugely successful Mission Concert, cruise season and sporting events held throughout the summer months.
"We also had a record at the Napier Art Deco festival, so that along with the Mission - these events have played a major part in pushing our numbers up."
While all regions have their challenges when it comes to tourism, Dundas said some found that Hawke's Bay was slightly off the beaten track.
"Although that's the case, we've noticed if you put something on in Hawke's Bay then they'll come. We've had a wonderful collection of concerts during the Summer season which have been incredibly successful throughout the season."
Dundas also put the success down to cruise ship season - with a record 87 liners scheduled to call in on the port between October and May next season.
January will be the big month for liners with 24 on the books, with 18 scheduled for February and March.
"Cruises are really positive and the good thing about them is that people get off and have a wander of the city, they spend their money on food and beverage and on retail, their money stays within the region and it's really good to see."
While tourist numbers across the country had dipped slightly, Dundas said she was yet to see that happen in Hawke's Bay.
"There are new hotels opening soon in Napier and other exciting things coming, so the signs are really positive as we also head into autumn. Obviously with in the colder months we've got Winter Deco and F.A.W.C and then we get right back into promoting summer again."
Central Hawke's Bay tourist spend had also increased by 10 per cent and Wairoa up 6 per cent.
"Wairoa's spend has increased especially since Rocket Lab took off and Central Hawke's Bay is growing in general - the fact that they're hosting the 2020 women's adventure race will be a big boost for them as well."