Home » TOURISM NEWS » New Zealand Witness Wine Tourism Growth with its Regional Tourism Boost and Classic NZ Wine Trail Initiatives
Published on
November 15, 2025
The NZ$70 million Major Events and Tourism Package, the second round of the Regional Tourism Boost, focuses on encouraging regional tourism growth to complement cultural exchange and attract international visitors to experience New Zealand’s diverse attractions. Among others, this push includes the promotion of wine tourism, one of the fastest-growing tourism segments that also introduces New Zealand’s exceptional wine regions and its culinary heritage.
Wine Tourism: A Key Pillar in New Zealand’s Growth Strategy
One of the standout campaigns under the Regional Tourism Boost is the “Classic NZ Wine Trail”, which will receive NZ$991,000 to promote wine, food, and stargazing experiences across Wellington, Wairarapa, Hawke’s Bay, and Marlborough. This 380-kilometer wine route connects three of New Zealand’s most renowned wine-producing regions and takes travelers through rural towns, coastal waterways, and the country’s capital city, Wellington.
With over 230 wineries and 120 cellar doors in its path, the Classic NZ Wine Trail is more than just a tourist route; it is a vital component of New Zealand’s economic strategy. The NZ$991,000 investment in this campaign highlights the importance of wine tourism in promoting the country’s regional tourism and the food and beverage sector. By targeting Australian visitors, who already have a strong appreciation for New Zealand’s wines, the campaign aims to attract high-value travelers and increase tourism receipts from the wine tourism market.
Wine Tourism’s Economic Impact
Wine tourism is rapidly becoming a key economic driver for New Zealand. In the year leading up to September 2025, approximately 759,000 international visitors visited a vineyard or winery, accounting for nearly a quarter of all arrivals. These wine-loving tourists spent 47% more than other travelers, further highlighting the potential of wine tourism as a major contributor to the country’s tourism economy.
The Classic NZ Wine Trail aligns with New Zealand’s broader tourism goals, leveraging the world-class quality of its wines, from Marlborough’s Sauvignon Blanc to Hawke’s Bay’s premium Syrah. This initiative offers tourists a chance to experience premium wine, gourmet food, and the breathtaking landscapes that these regions are known for, making it a highly attractive option for wine enthusiasts looking to enjoy both the local culture and nature.
Wine Tourism: A Premium Travel Segment
As wine tourism continues to gain traction globally, New Zealand is capitalizing on this growing segment. Travelers who visit wineries tend to spend more, making them a high-value market for New Zealand’s tourism sector. This is particularly true for wine enthusiasts from Australia, who are already familiar with the region’s renowned wine offerings and are increasingly looking for opportunities to experience premium wine tourism firsthand.
The Classic NZ Wine Trail is not only designed to attract more Australian visitors, but it also serves as an opportunity to expand New Zealand’s appeal to international wine tourists, particularly from East Asia and Europe. Wine tourism offers a unique luxury experience that resonates with travelers seeking high-quality gastronomic tourism, and New Zealand’s reputation for producing award-winning wines makes it an attractive destination for this growing demographic.
Connecting Wine Tourism to Sustainable Growth
New Zealand’s focus on sustainable tourism practices further enhances the appeal of wine tourism. With its commitment to eco-friendly tourism and sustainable wine production, New Zealand’s wine regions have become leaders in environmentally responsible farming and sustainable viticulture. The promotion of eco-conscious wine tourism is in line with the country’s broader goals of sustainable development in the tourism sector.
Incorporating sustainable practices into the Classic NZ Wine Trail and other tourism campaigns not only benefits the environment but also enhances the overall visitor experience. Travelers are increasingly seeking destinations that offer authentic, eco-friendly experiences, and New Zealand’s focus on sustainability makes it an attractive option for those interested in both luxury tourism and environmental responsibility.
Long-Term Vision for Wine and Food Tourism in New Zealand
The Regional Tourism Boost and the Classic NZ Wine Trail form just the starting point of New Zealand’s ambitious plan for growth in its international tourism industry. Positioning wine tourism right at the heart of this vision, New Zealand aims for a rise in tourism receipts from NZ$8.2 billion in 2023 to NZ$13.2 billion by 2028. Food and drink experiences, from wine tours to gourmet dining, will remain at the center of the country’s tourism strategy.
As demand for wine tourism continues to rise globally, New Zealand is in a good position to benefit from its world-class wine regions, a focus on sustainability, and the goal of creating premium travel experiences. With continued campaigns, better air connectivity, and innovative marketing, New Zealand will continue into the future as one of the top destinations for both the gourmet traveler and the wine lover who is seeking unique experiences in one of the most stunning wine regions of the world.
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