C’mon Aussie. New Zealand’s world-class cycle trails are calling you over to cycle Aotearoa — to slow down to nature’s pace and to experience true Kiwi hospitality, great food and stays along-the-way.
Cycle Aotearoa — announced in Taupō today by the Tourism and Hospitality Minister Louise Upston — is the latest government-funded tourism initiative designed to increase international visitation, support hospitality growth and encourage visitors to discover the delights of regional Aotearoa New Zealand during off-peak seasons.
The $600,000 investment is part of the second round of the Government’s Regional Tourism Boost, Tourism and Hospitality funding. It will support a digital marketing campaign targeting holiday makers in Australia running from 1 April until 30 June 2026.
Destination Great Lake Taupō will be the lead marketing agency facilitating the project in partnership with other regional cycling destinations across New Zealand and New Zealand Cycle Trails (NZCT) which promotes the 23 cycle trails designated as New Zealand’s Great Rides.
“It starts with a trail and a bike, but adventures on New Zealand’s ‘great rides’ offer a multitude of pleasures that include nature, foodie experiences and boutique stays — and the kind of relaxed nature-filled holidays that make great memories,” says Patrick Dault, GM of Destination Great Lake Taupō.
“There’s a lot to be said for slowing down to pedal pace and we’ll be looking to show how easy it is to do a leisurely cycling holiday in NZ. No need to bring your bike, hire one here — we’ve got everything in hand, and here’s how to book your no-hassle Kiwi break.”
Janet Purdey, Chief Executive, Ngā Haerenga New Zealand Cycle Trails says “this funding will enable us to position New Zealand as a world class cycling destination, raise awareness of our fantastic Great Rides' cycling infrastructure and encourage Australians to cross the ditch to enjoy a cycling holiday. Our key Australian market will be able to collect Great Rides at their own pace and spend much needed dollars in regional New Zealand.”
The campaign will target active leisure travellers interested in food, nature and short adventure experiences and looking to incorporate that into 1-3 day cycling experiences, Dault said.
“The goal is to connect visitors with a slow tourism proposition that emphasises connection to people through hosted and guided experiences, hosted accommodation, dining and culinary creations, at a time (April – June) when the weather is ideal and availability is plentiful,” he said.
For more information, please visit MBIE.
NOTES:
- The NZ Government invests up to $8 million annually through NZCT for the maintenance, development and promotion of the nation’s Great Rides trail network.
- The trails generate just under $1 billion in visitor expenditure annually.
- The NZ Government has the goal of doubling trail-related visitor spend in the next decade.
