The Government has unveiled plans for a regional tourism fund to attract more Australian visitors.
John Key, who is also tourism minister, says the Government will put $5 million into the fund, which will be matched by money from regional tourism organisations and private sector funding.
Eight groups will receive a share of the $10 million fund, with amounts ranging from $250,000 to $1 million.
Mr Key says the joint venture will allow regional tourism organisations and Tourism New Zealand to work together to raise the profile of their regions and target Australian visitors.
Tourism Industry Association chief executive Tim Cossar says the regional campaigns will show Australians that New Zealand is more than just a winter ski destination.
He says regions will use the marketing to differentiate their brand overseas.