Two new campaigns aim to attract tourists from Asia and Australia to Rotorua and the wider North Island. Photo / Ben Fraser
Two new campaigns aim to attract tourists from Asia and Australia to Rotorua and the wider North Island. Photo / Ben Fraser
A multimillion-dollar twin campaign to entice international visitors to Rotorua has been announced by the Government.
RotoruaNZ will receive more than $4.5 million to launch two campaigns inviting international visitors to “soak up everything Rotorua and the wider North Island have to offer”, Tourism and Hospitality Minister Louise Upstonsaid today.
“I’m delighted to see RotoruaNZ leading the way with two innovative campaigns showcasing the region’s geothermal wonders, rich Māori culture, and renowned hospitality,” Upston said.
She said it would help Rotorua and its North Island partners reach new audiences, “from independent travellers across Asia to Australians looking for fresh adventures”.
The $2.025m North Island x Ctrip campaign is to attract travellers from China, Hong Kong, Japan and South Korea.
The campaign is in partnership with China’s largest online travel agency, Ctrip, and North Island regional tourism organisations.
The $2.5m KiwiNorth campaign will focus on attracting people from Australia’s eastern seaboard in partnership with 14 North Island regional tourism organisations and major airlines.
Tourism and Hospitality Minister Louise Upston.
“Together, these campaigns aim to bring a fresh wave of international visitors, support local businesses, and reinforce Rotorua’s and the North Island’s reputation as must-visit destinations,” Upston said.
It builds on a similar initiative earlier this year to now include hospitality offerings, Upston said.
RotoruaNZ chief executive Andrew Wilson said the organisation was thrilled its two bids on behalf of KiwiNorth were accepted and allocated significant funding.
RotoruaNZ chief executive Andrew Wilson. Photo / Laura Smith
He said investment on this scale would enable the organisation to build on the success of previous collaborations.
“Our 2 Easy campaign earlier this year, funded through round one, was hugely successful in attracting Australians from the eastern seaboard to the central North Island.
“Now, we get to do it again on a greater scale and with expansion into the Chinese market.”
The campaign would be in the market as soon as possible, with the first visitors expected in January 2026.
Detailed planning was under way, including creating bespoke itineraries for the whole of the North Island and contracting partners to deliver the campaigns.
These included Air New Zealand, Qantas, Expedia, TripAdvisor, Campermate, and Tourism Holdings’ campervan brands: Maui, Apollo, Britz, Mighty Campers, Cheapa Campers and Hippie.
Wilson said each regional tourism organisation would work with local operators “to ensure attractions and hospitality providers are aligned with these major campaign partners”.
