Fifteen regional tourism organisations across New Zealand’s North Island have formed a pioneering alliance, formalising a memorandum of understanding to jointly promote the region as a unified travel destination. Supported by Auckland Airport, this partnership deploys coordinated marketing campaigns targeting major markets such as Australia, North America, and China. The initiative seeks to lengthen visitor stays, distribute tourism benefits widely, and leverage Auckland Airport’s growing capacity, with overseas arrivals nearing pre-pandemic levels. More details clarify the strategy’s scope and anticipated regional impact.
A new era of tourism collaboration has emerged in New Zealand’s North Island as fifteen regional tourism organisations formalise a memorandum of understanding to jointly promote the region as a unified travel destination. This unprecedented partnership aims to boost visitor numbers, increase the average length of stay, and guarantee a wider distribution of tourism benefits across the North Island.
The alliance focuses on coordinated marketing strategies targeting key international markets, including Australia, North America, and China, seeking to leverage the collective appeal of the region’s diverse attractions. Notably, this first partnership of its kind brings together North Island regional tourism organisations to present a stronger, unified front to international audiences.
Auckland Airport is a vital supporter of this initiative, offering assistance in both marketing and infrastructure facilitation. The airport’s involvement is significant given its status as the main international gateway, which recorded a recovery to 84% of pre-pandemic international arrivals by December 2024.
The upward trend is further evidenced by an 11% increase in arrivals as of December 2024 and the rise in US traveller numbers from 364,000 to 379,000 for the year ending February 2025. Australian visitors now constitute 42% of all arrivals, up from 40% in 2019, illustrating robust market recovery and growth.
The North Island’s tourism proposition is anchored in its regional diversity, offering experiences from subtropical beaches in the Far North to the vineyards of Martinborough, and cultural highlights in Rotorua. By jointly marketing these varied destinations, the alliance seeks to encourage tourists to explore multiple regions, thereby supporting regional economies and fostering longer stays.
This collective approach provides a unified destination experience that is more compelling for international travel partners and visitors.
Tourism recovery in New Zealand is accelerating, with overseas arrivals reaching 3.36 million in the January 2025 year, an increase of 343,000 over the previous year. The partnership’s coordinated efforts are designed to adapt to evolving travel preferences, with tailored promotions for each key source market.
Auckland Airport’s infrastructure and data insights further support these strategies, optimizing market impact and contributing to the local and national economies. The collaboration aligns with New Zealand’s wider tourism objectives, promoting sustainable growth and broader regional benefit distribution across the North Island. In line with updated visa requirements, the government has introduced reforms to make travel and work opportunities more accessible for international visitors, further supporting the tourism sector’s expansion.
