The Government is stepping up its commitment to tourism and hospitality with a new $35 million investment to drive international visitation, boost business events, and support regional infrastructure, Tourism and Hospitality Minister Louise Upston has announced.
This funding marks the first stage of the Government’s Tourism Growth Roadmap – a long-term strategy to double the value of tourism exports by 2034, while strengthening the sector’s capacity to deliver outstanding visitor experiences and sustainable growth.
Visitors Inject Billions to NZ Economy
“International visitors inject billions into our economy – from luxury tours and business conferences to flat whites at local cafés and boutique hotel stays,” says Minister Upston. “This investment is about unlocking that full potential by backing the people, places and products that make New Zealand a world-class destination.”
Strategic Investments for 2025/26 Include:
- $13.5 million in international tourism marketing across core markets (Australia, the US, and China)
- $6 million targeting emerging international markets
- $3 million to attract more high-value business events to New Zealand
- $5 million boost to the Major Events Fund
- $4 million for infrastructure and experience enhancements along the Milford Road corridor
Business Events Industry Aotearoa (BEIA) has welcomed the additional $3 million funding for international conference and incentive bids, saying it sends “a clear and deliberate message to the global market” that New Zealand is here to compete and win.
BEIA Chief Executive Lisa Hopkins says the announcement comes at the perfect time, aligning with the opening of MEETINGS 2025, the country’s premier business events showcase.
“This is more than just tourism,” Hopkins says. “Business events are strategic drivers of growth – bringing innovators, entrepreneurs, scientists and policymakers to our shores. They spend more, travel off-peak, and create long-term legacies for our communities.”
The Tourism Growth Roadmap is built on a partnership approach between Government and industry, with a focus on shared success. It will also support regional communities to expand their capacity, workforce and infrastructure to welcome more visitors and deliver exceptional experiences.
“As visitor numbers rise, we’re shifting focus from simply attracting people to ensuring we support communities to host them well,” says Minister Upston. “This is a collaborative effort to grow a more resilient, high-value visitor economy – and hospitality will be at the heart of it.
Minister Upston flew to Auckland on Tuesday – June 10 – , after speaking at the first day of the Hospitality New Zealand conference in Wellington, to officially open MEETINGS 2025. This is New Zealand’s largest business events showcase. The two-day trade exhibition begins today, June 11 at Auckland Showgrounds, with exhibitors across 250 stands representing 18 regions, meeting with over 550 domestic and international buyers.
Renewed Momentum
BEIA Chief Executive Lisa Hopkins says the announcement couldn’t have come at a better time for the industry.
“The initial $3 million investment announced in March was a powerful starting point. This second wave of funding sends a clear and deliberate message to the global market, New Zealand is here to compete for international business events, and we’re in it for the long haul,” she says.
“This is an exciting development for our sector and for the many international buyers attending MEETINGS. It provides renewed confidence and momentum for the next 12 months of bidding and business development.”
Hopkins says the value of business events to New Zealand extends well beyond visitor numbers.
“Conference and incentive delegates spend on average $175 more per day than other international visitors. Critically, many events are held in the shoulder and off-peak seasons between March and November, which supports regional economies and drives year-round demand.”
Strategic Enablers
She adds that business events are increasingly being recognised as strategic enablers of growth.
“This isn’t just about tourism. It’s about opening doors to global knowledge, trade, and investment. Business events bring together the very people who drive progress, scientists, innovators, policymakers, entrepreneurs. They create meaningful legacies for New Zealand.”
Today’s $3 million business events investment is part of the first phase of the Government’s $35 million Tourism Growth Roadmap. The roadmap outlines a shared ambition between Government and industry to double tourism export earnings by 2034 through targeted initiatives, with business events playing a central role.
“This partnership approach between Government and industry is exactly what we need to stay competitive internationally, and I know that the tourism, hospitality and event industries are eager to get started on this collaboration,” Hopkins says.
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