Rotorua New Zealand’s More Than Four Million Dollar Push to Attract Tourists from China, Japan, South Korea, Hong Kong, and Australia to Rotorua’s Geothermal Wonders

Published on November 17, 2025

Rotorua, one of New Zealand’s premier tourist destinations, is about to get a major tourism boost thanks to a $4.5 million investment. This funding will power two separate yet complementary campaigns designed to bring in international visitors, particularly from Asia and Australia. The initiative, spearheaded by RotoruaNZ, will showcase the region’s geothermal wonders, vibrant Māori culture, and world-renowned hospitality to attract more tourists. The North Island is set to shine on the global tourism map as a key destination for travelers seeking adventure, relaxation, and cultural immersion.

Double the Campaigns, Double the Impact

New Zealand’s government has allocated over $4.5 million in funding to support RotoruaNZ’s two major campaigns. One of these is aimed at luring travelers from Asia, particularly China, Japan, South Korea, and Hong Kong. The second campaign will focus on attracting Australians, particularly those from Australia’s eastern seaboard, looking to explore new destinations. Together, these initiatives promise to significantly bolster the tourism sector across the North Island.

Both campaigns are backed by significant regional tourism organisations, including key partners such as Air New Zealand, Qantas, Expedia, and TripAdvisor, among others. By using the Ctrip online travel agency, RotoruaNZ will be able to tap into millions of potential tourists, especially those looking for customized itineraries and new experiences in New Zealand.

Promoting New Zealand’s Unique Attractions

The North Island x Ctrip campaign, which is worth $2.025 million, will primarily target Asian travelers. Ctrip is China’s largest online travel agency, providing an enormous platform to reach millions of potential customers eager to explore international destinations. This partnership will allow Rotorua to position itself as a must-visit destination for those seeking adventure and cultural enrichment in New Zealand.

Meanwhile, the KiwiNorth campaign, valued at $2.5 million, will appeal to visitors from Australia. In partnership with 14 regional tourism organisations across the North Island, this campaign will highlight Rotorua’s geothermal attractions, natural beauty, and rich Māori heritage, encouraging tourists from Australia to venture beyond the usual destinations.

A Collaborative Effort for Long-Term Success

The campaigns aim to deliver a long-lasting impact on Rotorua’s tourism industry. By collaborating with a range of stakeholders, RotoruaNZ hopes to create bespoke itineraries that offer more than just a visit to Rotorua. Travelers will be encouraged to explore the entire North Island, taking in everything from the stunning landscapes to cultural landmarks.

Local businesses are also set to benefit from this influx of international tourists. The campaigns will include opportunities for local operators to collaborate with major industry players, ensuring that attractions and hospitality providers are aligned with these new tourism initiatives.

The Economic and Cultural Impact of These Campaigns

Tourism is a key driver of New Zealand’s economy, and these campaigns are expected to support local businesses by bringing in fresh international customers. The infusion of tourists from Asia and Australia will not only boost the hospitality and tourism sectors but also support other industries such as transport and retail. For Rotorua, this means increased bookings for hotels, tours, and adventure activities, as well as a stronger reputation as one of New Zealand’s premier tourist destinations.

Moreover, these campaigns will help Rotorua reinforce its status as a cultural and geothermal hotspot. Rotorua’s iconic hot springs, bubbling mud pools, and Māori cultural experiences have long drawn tourists, and the new campaigns will spotlight these unique attractions for a global audience.

Key Tips for Visitors Planning to Explore Rotorua and Beyond

As tourists from Asia and Australia prepare to visit Rotorua, here are a few essential tips for making the most of their journey:

• Plan Your Itinerary: Rotorua is part of the broader North Island, which is home to stunning beaches, lush forests, and vibrant cities. Make sure to plan a diverse itinerary to experience the full range of activities and landscapes.
• Explore Māori Culture: Rotorua offers deep immersion in New Zealand’s Māori culture. Visitors can take part in cultural performances, feasts, and storytelling to understand the rich heritage of the area.
• Geothermal Wonders: The geothermal activity in Rotorua is like nowhere else on Earth. Don’t miss the famous geysers, hot springs, and mud pools, which make Rotorua a unique destination for nature lovers.
• Adventure Awaits: Rotorua is not just about relaxation; it’s also a hotspot for adventure tourism. From bungee jumping to hiking, there’s something for adrenaline junkies.
• Accommodation Choices: Rotorua offers a wide variety of accommodation options, from luxury resorts to budget-friendly motels. For an authentic experience, consider staying in a traditional Māori lodge.

What to Expect from These Groundbreaking Campaigns

The campaigns are poised to kick off in early 2026, with the first international visitors expected in Rotorua shortly thereafter. These efforts will build on the success of RotoruaNZ’s earlier initiatives, such as the highly successful 2 Easy campaign, which drew Australians from the eastern seaboard earlier this year. The scale of these new campaigns will ensure even greater success, bringing tourists from further afield.

New Horizons for Rotorua Tourism

Rotorua has long been an iconic destination for tourists in New Zealand, but these new campaigns represent a fresh wave of opportunity for the region. By embracing innovative marketing strategies and collaborating with top industry players, Rotorua is set to welcome even more international visitors, bolstering its tourism industry and local economy. As travelers from Asia and Australia flock to experience Rotorua’s geothermal wonders and rich cultural heritage, the North Island will solidify its place as one of the world’s most sought-after travel destinations.