A winter holiday combining the contrasting attractions of the central North Island is being promoted to Australians.

Tourism New Zealand is leading the development and implementation of a $750,000 marketing campaign which capitalises on Rotorua, Mt Ruapehu, and Taupo having spare capacity across accommodation and experiences during the winter months of June to September.

The six-week promotion will showcase the geothermal experiences and landscapes of the central plateau volcanic zone, lakes, hot pools, glow worm caves, National Parks and Maori culture with a snow experience at Whakapapa or Turoa part of a wider winter touring holiday.

A separate campaign specifically targeting skiing in New Zealand will also start in March.


Tourism New Zealand chief executive Stephen England-Hall said Australians were motivated to travel by experiences that were different to their everyday life.

Australians are being targeted in a $750,000 marketing campaign by Tourism New Zealand. Photo/Supplied
Australians are being targeted in a $750,000 marketing campaign by Tourism New Zealand. Photo/Supplied

"This work is about highlighting a couple of 'iconic' winter experiences within the central North Island and demonstrating the diversity of other experiences within the region, giving potential visitors a clear reason to visit.

"The geothermal and volcanic landscape of the Central North Island coupled with glow worm caves and Maori cultural events and cuisine are all unique to New Zealand and unlike anything they can do at home," England-Hall said.

"The Central North Island region is ready to increase its profile as an attractive winter touring holiday destination for Australians and this is a great opportunity to showcase New Zealand as an all-year holiday destination."

Tourism New Zealand is working with Auckland Airport, Rotorua, Taupo and Ruapehu tourism organisations and Ruapehu Alpine Lifts. The trade partner for the work is Qantas Holidays.