旅游政策声明发布 政府明确未来增长方向
👉 新西兰正在把旅游业从“自然增长产业”升级为“国家级战略出口产业”，并通过政策系统化推动长期翻倍增长目标。
新西兰政府今日发布《旅游政策声明》（Tourism Policy Statement），为未来旅游业发展设定长期方向，旨在推动行业增长，使企业、员工与社区全面受益。
旅游与酒店业部长Louise Upston表示，旅游业作为新西兰第二大出口收入来源，对经济发展至关重要。
政策核心目标：系统性增长
Louise Upston指出，该政策声明将明确：
- 中央政府、地方政府与产业的协作方式
- 旅游发展优先事项
- 投资与基础设施方向
- 应对行业变化的长期策略
她表示：
“有计划、有方向的发展方式，是实现旅游增长目标并保持国际竞争力的关键。”
长期目标：旅游出口翻倍
政府设定的核心目标包括：
- 到 2034年将2023年旅游出口价值翻倍
- 提升游客体验质量与整体消费水平
- 增加就业岗位与区域经济收益
已有政策工具正在推动增长
政府指出，目前推动旅游增长的措施包括：
- 国际营销投入增加
- 大型活动推广
- 签证便利化试点（visa-waiver trial）
- 推动区域旅游发展
其中，“区域旅游提升计划（Regional Tourism Boost）”是重要组成部分。
新一轮区域旅游资金（Round 3）
政府同时宣布：
- 新增资金 500万纽币
- 用于第三轮区域旅游推广计划
- 资金来源：
- 200万来自国际游客税（IVL）
- 300万来自大型活动与旅游专项基金重分配
推广重点市场包括：
- 澳大利亚
- 中国
- 北美
目标是鼓励游客：
- 访问更多地区
- 延长停留时间
- 增加消费（住宿、餐饮与活动）
当前旅游恢复情况
最新统计数据显示：
- 2026年4月国际游客：288,500人
- 同比增长：8%
- 恢复至疫情前水平的：94%
政府认为，旅游业正稳步回到疫情前轨道，并逐步恢复增长动力。
政策意义总结
这一政策文件释放出三个清晰信号：
1. 从“恢复”进入“增长阶段”
旅游业不再只是复苏，而是进入结构性扩张期。
2. 政府主导系统规划
强调中央+地方+产业协同，而非分散发展。
3. 区域经济成为重点
推动游客从大城市向区域扩散，提高全国经济覆盖面。
The Government is setting a clear pathway to grow tourism so that New Zealand businesses, workers and communities see benefits, Tourism and Hospitality Minister Louise Upston says.
“As our second largest export earner, tourism is vital to growing our economy. Tourism supports jobs and businesses right across the country which helps our regions and communities to thrive.
“The Tourism Policy Statement released today sets a clear direction for how central government, local government and industry will work together to set priorities, take action and respond to change,” Louise Upston says.
“A deliberate, planned approach is essential to achieving our tourism growth goals and maintaining New Zealand’s international competitiveness. The Statement sets a long‑term direction to guide decisions on policy, investment, infrastructure and marketing across the tourism system.
“It’s about making sure our foundations are solid, we continue to build the quality of our visitor experience so tourism delivers more value, more jobs, brilliant events and superb hospitality offerings in our communities.
“This will help us achieve our ambitious goal of doubling the 2023 value of tourism exports by 2034.
“We’re already making strong progress towards this goal, supported by investments in international marketing and major events, the introduction of a visa-waiver trial, and the promotion of regional tourism.
“An example of this in action is our Regional Tourism Boost, which has encouraged more visitors to explore beyond the main centres and outside peak seasons.
“I’m also pleased to announce today that $5 million will be available through round three of the Regional Tourism Boost. It will open to applications for campaigns to attract more international visitors to travel, stay and dine in New Zealand from Spring 2026 to early summer 2027.
“Regional Tourism Boost is a great example of partnership between industry and government – the same collaborative approach that underpins the Tourism Policy Statement.
“By working together, we can create a tourism system that reflects the best of who we are and delivers real value for New Zealanders across the country,” Louise Upston says.
Notes for Editors
The Tourism Policy Statement can be found here.
The Regional Tourism Boost Round 3 is a contestable process providing $5 million to attract more international visitors.
Round 3 funding is made up of $2 million from the International Visitor Levy and a $3 million reallocation of funding from the $70 million Major Events and Tourism Package, announced in September 2025.
Round three will prioritise campaigns targeting the Australian, Chinese and North American markets.
Previous campaigns have had a positive impact on international visitor arrivals and dispersals.
This month’s Stats NZ data show 288,500 international visitors came to New Zealand in April 2026 – up 8 per cent on the same period last year, and 94 per cent of pre-pandemic levels.
