Marlborough targets Aussie tourists

Marlborough is preparing to turn on the charm for Australian travellers after landing a starring role in two Government-backed tourism campaigns.

Destination Marlborough is involved in two of six initiatives funded through the Government’s $5 million Regional Tourism Boost programme, which is designed to attract more overseas visitors during spring 2026 and early summer 2027.

The first campaign has received $644,902 and focuses on encouraging Australian travellers to explore the top of the South Island beyond Christchurch.

The project brings together Visit Hurunui, Destination Marlborough, Destination Kaikōura, Nelson Tasman and Development West Coast in a collaborative marketing campaign promoting food, wine, adventure tourism and self-drive itineraries.

Destination Marlborough general manager Tracey Green says the funding is particularly important because Australia remains Marlborough’s largest international market.

“It’s a great thing for the top of the South. Because New Zealand is a short haul visit for Australians, they come more often and they tend to do more smaller trips and explore the regions.

Tracey says the campaign should help spread visitor spending more evenly across the region.

“It helps with spreading the love around to smaller operators and moving people around the whole of Marlborough, including Pelorus and south Marlborough.

Marlborough will also benefit from a second initiative, the Classic New Zealand Wine and Food Trail campaign.

Led by WellingtonNZ, the project has received $594,902 and includes Hawke’s Bay Tourism, Destination Wairarapa and Destination Marlborough.

The campaign will target high-value Australian travellers, promoting one of New Zealand’s premier self-drive touring routes through Wellington, Wairarapa, Hawke’s Bay and Marlborough.

Using food, wine and hospitality experiences as its drawcard, the campaign aims to increase visitor spending, encourage longer stays and support travel across multiple regions.