New Zealand outlines long-term tourism strategy

WELLINGTON, June 25 (Xinhua) -- New Zealand on Thursday set out a long-term strategy to grow its tourism sector, aiming to double the value of tourism exports by 2034.

The Tourism Policy Statement outlines how central and local governments and industry will coordinate policy, investment, infrastructure and marketing to support growth while maintaining New Zealand's international competitiveness, Tourism and Hospitality Minister Louise Upston said in a statement.

Tourism is currently New Zealand's second-largest export earner and a key source of regional jobs and income, Upston said.

The minister said a "deliberate, planned approach" would focus on improving visitor experiences and delivering higher economic value and more jobs across communities, including through events and hospitality.

The government also announced 5 million NZ dollars (about 2.82 million U.S. dollars) in funding for the third round of its Regional Tourism Boost, aimed at attracting more international visitors between spring 2026 and early summer 2027.

Campaigns will target the Australian, Chinese and North American markets, with focus on encouraging travel "beyond the main centers and outside peak seasons," Upston said.

Official data showed 288,500 international visitors arrived in New Zealand in April 2026, up 8 percent year-on-year and reaching 94 percent of pre-pandemic levels. Enditem