John Key

Wellington, Jan 21 NZPA - As part of efforts to attract more Aussies across the ditch, the Government is spreading $5 million across several regions.

Prime Minister John Key, who is also Tourism Minister, said the money would be matched by Regional Tourism Organisations (RTOs) and private sector funding.

"New Zealand is a collection of beautiful but diverse regions, each with its own unique attractions. This is an opportunity for those regions to use their distinctive selling points to attract Australian visitors while ensuring it is coordinated with Tourism New Zealand's 100 percent Pure New Zealand campaign," Mr Key said.

"It is also a valuable opportunity to market experiences, seasons and occasions that are unique to a region."

RTONZ chairman Don Gunn said the Government's commitment to the industry will cause a fantastic boost to New Zealand tourism. The regional groups will be able to take their own flavour and mix, compelling Australians to visit now, he said.

"I believe this is the start of a new era in the way that regions market off-shore, and we have proved, through the ability to cluster together effectively, that joint ventures can be a successful method of getting more grunt in our key source markets."

"The Government deserves all credit for delivering this opportunity, and I commend the regions and the private sector for stepping up to partner in this first year initiative. It will be money well spent."

Tourism Industry Association (TIA) chief executive Tim Cossar said New Zealand was operating in a very competitive marketplace and it was important its voice was heard internationally.

"Joint venture marketing projects like this are the way of the future and the industry is keen to keep working with the Government to maximise our marketing investment."

"This money will help attract visitors to New Zealand and, even more importantly, their foreign exchange. International visitors spend about $25 million every day of the year and that money is spent throughout communities, from attractions, accommodation and transport through to restaurants and wineries, bars, cinemas, theatres, retail outlets, supermarkets and hairdressers," Mr Cossar said.

"Those visitors then go home and spread the word about New Zealand and its products, further benefiting our export sectors."

The funding will go towards raising the profile of:

* Auckland ($1m)

* Hamilton/Waikato, Bay of Plenty and Dunedin ($250,000)

* Destination Rotorua Tourism Marketing ($600,000)

* Central Park (Rotorua, Taupo, Bay of Plenty, Hawke's Bay, Ruapehu, Coromandel) ($442,000)

* Wellington, Wairarapa, Taranaki and Marlborough ($1m)

* Canterbury ($775,000)

* Queenstown and Lake Wanaka ($463,000)

* Ski Tourism ($370,000)

* RTO Campaign Tracking research ($100,000).