New Tourism Campaign Targets 5,000 Extra Overseas Visitors by End of 2026

Tourism New Zealand has launched a fresh initiative aimed at converting long-distance promises into actual travel bookings by targeting overseas friends and whānau. As reported by RNZ on 9 September 2026, the "Don’t be a Stranger" campaign focuses on increasing visitor numbers from Australia, the United Kingdom, and Canada, with a goal of attracting an additional 5,000 visitors by the end of the year. The $820,000 campaign is a strategic component of a broader government effort to grow total international arrivals to 3.9 million. Currently, those visiting friends and family represent the second-largest visitor market for Aotearoa, making up approximately 30 percent of all international arrivals and contributing an annual $2.6 billion to the economy. Tourism New Zealand marketing general manager Brodie McLeish stated that the campaign encourages travelers to turn a simple reconnection into a "richer holiday" by exploring local attractions and supporting tourism businesses. The campaign features high-profile personalities, including a video of New Zealand radio host Bree Tomasel serenading Australian comedian Tanya Hennessy to encourage a trans-Tasman visit. The promotional material also highlights major cultural and sporting events, such as the Bledisloe Cup and Christmas celebrations. Data shared by McLeish indicates a strong upward trend in the sector, with total arrivals reaching 3.7 million as of June—a 9 percent increase year-on-year. Furthermore, holiday arrivals have grown by 15 percent, contributing a total of $14.3 billion to the national economy. With nearly half of all Australian visitors coming specifically to see loved ones, the campaign urges locals to give their overseas connections a "nudge" to ensure they do not become strangers.