The New Zealand Government has launched a new tourism campaign today aimed at getting Australians to cross the Tasman and visit New Zealand.
Prime Minister Christoper Luxon, appearing with newly appointed Hospitality & Tourism Minister, Louise Upston, said his first job was in the tourism industry.
“Tourism is really important to our economy,” he said, saying the sector had not bounced back since the pandemic.
Luxon said there was “spare capacity” in airlines and hotels that could be filled.
“Our job… is to make sure we get New Zealand to the top of the bucket list for Australians,” Luxon said. “My message to Australians is it’s time to swap thongs for jandals.”
Everyone Must Go
Louise Upston went on to say 2025 was set to be a growth year for the tourism sector. “We always love to see our Australian friends holidaying here… soaking up the great Kiwi experiences.” She said visitor numbers from Australia were 88 percent of what they were six years ago, 2019.
“This campaign will encourage more of our neighbours to book now and come on over. Tourism is a crucial part of this Government’s focus on economic growth, with domestic and international tourism expenditure at almost $38 billion, and supporting nearly 200,000 jobs.”
The Australian campaign, dubbed ‘Everyone must go’, would cost taxpayers $500,000, she said and would be followed by more campaigns targeting other places.
Luxon said with contributions from the private sector, the campaign will run through March and April.
HNZ Welcomes Announcement
Hospitality NZ welcomed the announcement. “Today’s announcement that renewed effort will be placed on attracting more visitors from Australia is a positive step in returning New Zealand to pre-Covid visitation levels,” Chief Executive Steve Armitage said.
“It’s pleasing to see further recognition that tourism and hospitality will play a pivotal role in supporting the government’s economic growth agenda.
“This campaign is a good step forward but we are keen to see further investment from the International Visitor Conservation and Tourism Levy to drive business into our hospitality operators and communities throughout New Zealand.”
“While increased visitation from Australia alone doesn’t fill the lag arrivals have experienced in and of itself, Australia has long been our primary market for visitors.
“Aussie visitors enjoy visiting the regions alongside our main tourism attractions, and provide a key driver for regional dispersal of tourism funds.
“Hospitality venues across the motu (country), look forward to welcoming these visitors with open arms and treating them to the hospitality Aotearoa is famous for.”
