Classic New Zealand Wine Trail gets NZ$991k in tourism push

The New Zealand Government has cashed $5.9m into the tourism and hospitality sectors in WellingtonNZ and partner regions in order to attract international visitors, with the Classic NZ wine trail receiving NZ$991,000.

New Zealand Classic Wine Trail $991 boost

The investment comes as part of the second round of the Government’s Regional Tourism Boost. Tourism and hospitality minister Louise Upston said: “We want visitors to experience more of what New Zealand has to offer, support our regions to grow their visitor economies and build lasting connections with international travellers.

“Whether it’s stargazing under Wairarapa’s dark skies, soaking up Rotorua’s geothermal wonders, sipping wine in Hawke’s Bay, or discovering the wild south, there’s so much for visitors to enjoy.”

From January 2026, three Regional Tourism Organisations will run four campaigns aimed at encouraging travellers from Australia and East Asia to “explore, stay and dine” in their regions.

One of the successful campaigns is WellingtonNZ’s ‘Classic NZ Wine Trail’ campaign, which will receive NZ$991,000 to promote wine, food and stargazing across Wellington, Wairarapa, Hawke’s Bay and Marlborough to Australian visitors.

Winning over wine lovers

Spanning 380km, the Classic NZ Wine Trail straddles three major wine-producing regions, as well as a capital city, rural towns and coastal waterways. The route produces 80% of New Zealand’s annual wine production, with more than 230 wineries and 120 cellars doors in its path, making it a key honeypot in the country’s ambitions to grow tourism.

In the year to September 2025, New Zealand welcomed 3.43m overseas visitors, an increase of 197,000 from the previous year (Stats NZ). And a large segment of those put wineries top of their itinerary. In 2024, around 759,000 international visitors (Nearly a quarter of all arrivals), visited a vineyard or winery, spending 47% more than other travellers on average.

“The regions will be connecting directly with travellers. RotoruaNZ’s partnership with Ctrip, for example, puts tailored offers in front of Asian travellers, while Australians will see fresh itineraries and limited-time deals encouraging them to go beyond the expected,” Upston said.

The other initiatives include RotoruaNZ’s “North Island x Ctrip” campaign, allocated NZ$2,025,000; RotoruaNZ’s “Kiwi North” campaign, which will receive NZ$2,500,000; and Great South’s “Southern Way” campaign, set to receive NZ$393,000.

Backing hospitality

The second round of the Regional Tourism Boost is part of the Government’s NZ$70m Major Events and Tourism Package and builds on a similar initiative earlier this year to include hospitality offerings as part of the campaigns.

Upston promises there will be more to come. She said: “Our Government will proudly keep backing both hospitality and tourism, promoting New Zealand experiences to overseas visitors, and building on the buzz around the Michelin Guide due to arrive next year.

“But these campaigns are about more than promotion – they’re about helping visitors feel welcome, stay longer, and explore further.”

Long-term vision

Last year, New Zealand announced a four-year plan to grow its international tourism from an NZ$8.2 billion industry in 2023 to a NZ$13.2 billion industry by 2028, with the nation’s food and drink scene at the core of the plan.

“Manuhiri [visitors or guests] visiting our eateries and bars inject much-needed cash into local communities across the country,” said René de Monchy, chief executive of Tourism New Zealand, who formerly worked as marketing director for Heineken and Asia Pacific Breweries Singapore.

“Our fresh kaimoana [seafood], world-class wine, craft beer and produce are second-to-none. Visitors can eat and drink their way around New Zealand with hundreds of cafes, restaurants, wineries and breweries to choose from.”