Discovering Hidden New Zealand: A Journey Beyond the Postcards

The Government has announced a $3.69 million investment through the second round of the Regional Tourism Boost, designed to guide international visitors beyond the usual hotspots and into the heart of the country’s regions.

A Vision for Exploration

Tourism and Hospitality Minister Louise Upston framed the vision clearly:

“We want visitors to experience more of what New Zealand has to offer.” From cycling the Great Lake Trails in Taupō to tasting pinot noir in Waipara Valley, from specialty cheese in Ōamaru to the raw beauty of Southland’s fiords, the message is simple: the real New Zealand is vast, varied, and waiting.

Campaigns to Inspire

Five new campaigns will bring this vision to life. They are crafted not just to attract tourists but to redistribute curiosity. The goal is to encourage travellers, particularly from Australia, the United States, and Canada, to explore beyond familiar cities and into regional landscapes during the quieter autumn and early winter months.

The strategy is both economic and emotional. By highlighting limited-time travel deals and regionally distinctive hospitality experiences, the campaigns make exploration feel possible, even irresistible.

The Economic Impact of Tourism

Louise Upston underlined the wider impact:

“Tourism is a powerhouse for our economy, supporting jobs, businesses, and vibrant communities.” Each initiative tells a different story:

• A $1.2 million national campaign will invite visitors from the USA and Canada to discover every corner of the country.

• A $1 million project will draw Australians from the eastern seaboard to the alpine and coastal regions of the central South Island.

• A $600,000 cycling initiative will lead Australian holidaymakers onto New Zealand’s Great Rides.

• Two further campaigns will connect travellers from Sydney and the Gold Coast to the lower South Island and the heart of the North Island via direct routes.

  
  

Expanding the Narrative

This is not about replacing the iconic. It is about expanding the narrative. When visitors venture further, benefits ripple outward, into cafés that stay open longer, trails that echo with new footsteps, and towns that feel seen. Growth becomes shared. Tourism becomes local again.

The Essence of New Zealand

New Zealand is not changing. It is revealing itself one region at a time. The beauty of this country lies not just in its famous landmarks but in the hidden gems waiting to be discovered.

Conclusion: An Invitation to Explore

As the campaigns roll out, the invitation is clear: step off the beaten path and embrace the diverse experiences New Zealand has to offer. From serene lakes to bustling vineyards, each region has its own unique charm.

The journey through New Zealand is more than just a trip; it's an exploration of culture, nature, and community. So pack your bags and get ready to uncover the real New Zealand, where every corner holds a story waiting to be told.

Let the adventure begin!