International flights returned to Hamilton Airport last year. Photo / Danielle Zollickhofer
International flights returned to Hamilton Airport last year. Photo / Danielle Zollickhofer
Hamilton aims to establish itself as an international gateway to the central North Island.
Following the return of transtasman flights to the city last year, Waikato, Ruapehu and Taranaki are joining forces for an inter-regional tourism campaign.
Through One Flight, Hamilton and Waikato Tourism, Destination Great Lake Taupō, Visit Ruapehuand Venture Taranaki hope to attract international visitors during the cooler autumn months through travel deals and themed itineraries.
The campaign was one of five initiatives receiving Government support from the second stage of the Regional Tourism Boost (Round 2) Fund.
Hamilton and Waikato Tourism chief executive Nicola Greenwell said the $459,250 would allow them to “build momentum” around Jetstar’s direct flights from Sydney and Gold Coast to Hamilton and position the city as an international gateway to the Central North Island.
“The campaign focuses on converting air connectivity into regional benefit — encouraging visitors to land closer to their holiday and travel onward through the Waikato," Greenwell said.
She said collaborating with Taupo, Ruapehu and Taranaki felt “sensible”.
“One of the strengths of this campaign is its focus on dispersal. We’re not just promoting the Waikato — we’re actively encouraging travel into neighbouring regions."
Tourism and Hospitality Minister Louise Upston said the campaign would help showcase the best the Waikato region has to offer.
“This campaign celebrates everything that makes this region unique. From cycling the Waikato River Trails and exploring the Hobbiton Movie Set, to marvelling at the glowworm caves of Waitomo or visiting the Len Lye centre in New Plymouth, there is something for every traveller.
“Seasonal deals and new itineraries will help support local businesses, create jobs and share in the pride that locals feel for their home.”
The Waikato River Trail is one of the region's many tourist attractions. Photo / Christine Cornege
The other campaigns that received funding were a $1.2 million national campaign to encourage visitors from the US and Canada to discover New Zealand, a $1m campaign to attract Australians to alpine and coastal regions within the central South Island, a $459,000 projectto entice Australians to explore the lower South Island, and a $600,000 cycling initiative to encourage more Australian holidaymakers to experience New Zealand’s Great Rides.
Destination Great Lake Taupo is the lead organisation for the latter initiative and said Cycle Aotearoa would promote a slower, more immersive way to experience the regions, explore areas beyond the usual hotspots and encourage longer stays.
One Flight is a collaboration between Hamilton and Waikato Tourism, Destination Great Lake Taupō, Visit Ruapehu and Venture Taranaki. Photo / LoveTaupo
“Working alongside Hamilton and Waikato Tourism, Ruapehu and Taranaki, we’re able to showcase a connected network of cycling experiences that encourage visitors to move between regions rather than simply ticking off a single destination.”
The Regional Tourism Boost is part of the Government’s $70 million major events and tourism package.
Stage one of the Regional Tourism Boost (Round 2), announced in November last year, funded four campaigns for travel from January 2026, totalling $5.9 million.
The second stage totalled $3.69 million and was directed at campaigns that bring more international visitors to regional New Zealand during autumn and early winter 2026.
Danielle Zollickhofer is the Waikato news director and a multimedia journalist at the Waikato Herald. She joined NZME in 2021 and is based in Hamilton.
