The tourism industry was abuzz with the appointment of Louise Upston as minister of Tourism and Hospitality especially as she hails from the mighty Waikato.
Nicola Greenwell
Her leadership presents an exciting opportunity for our region to play a central role in shaping the future of New Zealand’s visitor economy.
At the same time, prime minister Christopher Luxon and finance and economic growth minister Nicola Willis confirmed the government’s commitment to driving economic growth, identifying tourism as a key enabler.
As Willis stated: “When we’ve got more tourists coming, more tourists spending, that’s good for jobs, it’s good for growth, and it’s good for the wealth of individual New Zealand families.”
Luxon added: “The government could do more to support tourism growth.”
We couldn’t agree more but HOW we grow matters just as much as how MUCH we grow.
The Tourism Growth Roadmap, initiated under former Tourism minister Matt Doocey, is continuing with Upston working with key industry bodies. The recent announcement allowing “digital nomads” to work remotely from New Zealand is an interesting step – will it drive real change?
The Going for Growth plan, unveiled at the NZ Economics Forum at Waikato University, hints at a broader vision. Tourism is woven into its five priority areas: developing talent, fostering competitive business settings, promoting global trade and investment, advancing innovation and technology, and strengthening infrastructure for growth.
A new international marketing campaign has been announced, aiming to attract more Australian visitors; along with newly announced Regional Tourism Boost fund.
But here’s the question: is more always better?
We need to shift the conversation beyond volume.
Growth must be regionally driven, seasonally balanced, and strategically sustainable.
If we do not have a clear plan for regional dispersal, we risk repeating the same patterns – congested hotspots while other areas struggle for visibility.
This will be top of mind as we submit our collaborative proposal for the fund.
Celebration time, from left: Shelley Musk, NZ Manager – Jetstar, Hamilton Airport’s Mark Morgan, Hamilton mayor Paula Southgate, Jetstar crew, Matamata Piako and Otorohanga mayors Adrienne Wilcock and Max Baxter. Photo: Supplied.
With Hamilton Airport welcoming Jetstar flights from Sydney and Coolangatta from June, we are well set to be the gateway for international visitors directly to Hamilton, the mighty Waikato, central North Island and beyond.
As regional tourism organisations, we are ready to work alongside Upston to ensure smart, sustainable growth. International manuhiri must be encouraged to explore more destinations.
Our communities must be prepared — not just with great visitor experiences, but with the infrastructure and workforce to match. If we’re not careful, growth without balance could erode our social licence and strain resources.
Tourism brings undeniable economic benefits; are we being bold enough in how we shape its future? Will a marketing campaigns alone be enough? We need real investment in regional infrastructure, product development, and workforce readiness. Let’s challenge ourselves to think beyond numbers and create a strategy to benefit all of Aotearoa – not just a select few destinations.
We look forward to more from the government. Let’s be ambitious. Let’s be bold. Let’s demand tourism growth that works for everyone.
Dining in Hamilton City
