The New Zealand government has announced a new tourism campaign aimed at driving Australian travellers across the Tasman for their next holiday.

On Sunday, Prime Minister, Christopher Luxon, and Tourism Minister, Louise Upston launched the “Everyone must go!” campaign, which goes live in Australia this week, in a bid to boost international arrivals. “Visitor numbers from Australia are currently at about 88% of 2019 levels – this campaign will encourage more of our neighbours to book now and come on over. Last year, at 88% of 2019 figures,” said Tourism Minister, Louise Upston. “What this Tourism New Zealand campaign says to our Aussie mates is that we’re open for business, there are some great deals on, and we’d love to see you soon.” Upston said it is the first investment for Tourism Boost, utilising $500,000 from the International Visitor Conservation and Tourism Levy and that there will be further initiatives to come. Hotel Council Aotearoa (HCA), a contributor to the campaign via its Sales and Marketing Taskforce, welcomed the move, highlighting the importance of tourism for the New Zealand economy. “The Tourism Boost and this first campaign is a very positive step,” said Hotel Council Aotearoa Strategic Director, James Doolan. “It’s a clear indication that international tourism will play a big part in New Zealand’s economic recovery. “HCA has long said that New Zealand needs to hustle hard to win back international travellers after Covid.  Other countries have been dialling up advertising and reducing the friction of travel in order to win back customers.” In 2024, HCA estimates that New Zealand’s privately owned hotels collectively invested more than NZ$300 million in sales promotion and commissions. HCA expects that competing hotels are likely to create offers and align their own marketing messages with the new Australian-focused campaign, amplifying the public investment. “We have a number of wonderful new hotels, convention centres, restaurants and other attractions, many of which are in urban settings,” said Doolan. “Clever destination marketing and event attraction can get our towns and city-centres humming once again.” Hotel Council Aotearoa hopes that regional authorities also take up the challenge and do more to help grow the visitor economy. “Airlines and hotels are unique tourism businesses because they do a lot of marketing overseas,” Doolan said. “When international visitors arrive in New Zealand, they flow into smaller businesses such as local bars, restaurants, retailers and attractions.  Hotels are a key enabler of tourist spending and it’s great to have that recognised. “The hotel sector is always available to help grow tourism in genuine partnership with both local and central government.”