New Zealand Classic Wine Trail Gets Nine Hundred Ninety-One Thousand Dollar Boost to Attract Australian Visitors and Showcase World-Class Wine Regions

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Published on
November 14, 2025

WellingtonNZ and its regional partners have been granted a significant boost to the tourism and hospitality sectors, with a special focus on promoting the iconic Classic New Zealand Wine Trail. This campaign aims to bring international attention to some of the country’s finest wine regions, offering a blend of world-class wine, food, and unique travel experiences. The initiative is set to attract a fresh wave of visitors, particularly from Australia, to explore the exceptional offerings of Wellington, Wairarapa, Hawke’s Bay, and Marlborough. This exciting development places New Zealand’s wine regions firmly on the map as a top destination for global travelers.

A Collaborative Effort to Promote New Zealand’s Wine Regions

The government’s latest investment into the tourism sector, totaling $991,000, is a collaborative effort led by WellingtonNZ and its regional partners. This funding will promote the Classic NZ Wine Trail, which connects the country’s top wine regions, showcasing their vibrant food, wine, and cultural experiences. This investment is designed to entice Australian visitors and increase the profile of the participating regions in the international tourism market.

Tourism and Hospitality Minister Louise Upston expressed her excitement over the initiative, highlighting the potential of this campaign to showcase New Zealand’s unique wine regions and culinary delights. She believes that this investment will help elevate the visibility of Wellington, Wairarapa, Hawke’s Bay, and Marlborough, enabling these regions to reach new audiences and further solidify New Zealand’s position as a premier destination for wine and food tourism.

Wairarapa’s Global Recognition and the Importance of Slow Travel

Wairarapa, a key region in the Classic NZ Wine Trail, has recently garnered global attention due to its recognition in Lonely Planet’s “Best in Travel” list, thanks to its stunning Dark Sky Reserve. This prestigious recognition has positioned Wairarapa as a region that attracts international tourists, eager to experience its breathtaking stargazing opportunities alongside its fine wines and exceptional hospitality offerings.

Minister Upston remarked that the campaign’s focus on encouraging travelers to slow down, explore beyond the well-trodden tourist hotspots, and embrace the authenticity of these regions was a vital part of the strategy. She believes that the wine trail offers an immersive experience that allows visitors to discover the rich, diverse flavors and cultural experiences that define each of these remarkable destinations. The wine trail not only highlights the wine but also offers a deeper connection to the heart and soul of New Zealand’s regional communities.

Tourism Boost Initiative and Economic Benefits for New Zealand

The $991,000 funding comes from the Regional Tourism Boost (Round 2), which is part of the New Zealand Government’s larger $70 million Major Events and Tourism Package. This initiative is an extension of an earlier campaign and now includes hospitality offerings to further entice travelers. By supporting this campaign, the government is not just promoting wine tourism; it is encouraging visitors to engage with the full breadth of what these regions offer, from local hospitality to food pairings, tours, and cultural experiences.

The investment aims to bring long-term benefits to New Zealand’s economy by increasing tourism numbers and generating more revenue for local businesses. It is expected that this tourism boost will result in increased visitation and spending, benefiting not only the wine and hospitality industries but also local attractions, restaurants, and accommodations. As travelers flock to these regions, the local economy is set to experience a significant uplift, especially in the hospitality and tourism sectors, which have been recovering in the wake of recent global challenges.

Promoting the Heart and Soul of New Zealand’s Wine Regions

The Classic NZ Wine Trail encompasses some of the country’s most renowned and picturesque wine regions, including Wellington, Wairarapa, Hawke’s Bay, and Marlborough. Each of these regions offers a distinct blend of natural beauty, world-class wines, and a unique cultural heritage, making the wine trail a must-visit for wine enthusiasts and those looking for an authentic New Zealand experience. Whether it’s the rolling hills of Marlborough’s vineyards, the picturesque townships of Hawke’s Bay, or the serene landscapes of Wairarapa, the regions along the wine trail offer something special for every visitor.

The campaign spearheaded by WellingtonNZ aims to capture the essence of these regions, promoting not only the wines but also the vibrant local culture. By connecting visitors with local wineries, food producers, and cultural experiences, the initiative will showcase the authentic flavors and traditions that make New Zealand’s wine regions stand out on the world stage.

Targeting Australian Visitors

The current campaign is specifically targeting Australian visitors, given the close proximity and strong travel connections between the two countries. New Zealand has long been a popular destination for Australians, and this campaign aims to build on that existing tourism flow by offering a fresh perspective on New Zealand’s wine regions. With its excellent food and wine offerings, combined with the opportunity for stargazing and exploring picturesque landscapes, New Zealand is positioned to attract even more Australian tourists in the coming years.

The timing of this initiative aligns with New Zealand’s broader strategy to diversify its tourism offerings and attract a more varied visitor demographic. By spotlighting the Classic NZ Wine Trail and its surrounding regions, the campaign provides Australians with an exciting reason to explore beyond the typical tourist spots and dive deeper into the country’s rich wine and food culture.

Looking Ahead: A Bright Future for New Zealand’s Wine Tourism

The partnership between WellingtonNZ, its regional partners, and the New Zealand Government is expected to have a lasting impact on the country’s tourism industry. The campaign’s success will not only elevate New Zealand’s wine regions but also contribute to the long-term growth of the tourism sector by attracting repeat visitors and encouraging travel to lesser-known destinations. As more Australians and international travelers discover the delights of the Classic NZ Wine Trail, New Zealand’s tourism industry will continue to grow and evolve, providing a sustainable source of income for local businesses and communities.

With the global spotlight on New Zealand’s wine regions, the country is poised to remain a leading destination for wine tourism in the Southern Hemisphere. This investment in the Classic NZ Wine Trail will further enhance New Zealand’s appeal to discerning travelers looking for a unique, immersive, and world-class wine experience.