Former Wellington mayor Kerry Prendergast hopes to use her new tourism role to get more overseas people investing in and migrating to New Zealand.
Ms Prendergast has replaced Greg Muir as chair of the Tourism Board.
She says although the economic climate and the Christchurch earthquakes have hurt the market, more leverage is needed.
Ms Prendergast says this includes giving visitors an experience that makes them return to invest and live and also spread the word on what the country has to offer.
She says the Rugby World Cup and Sir Peter Jackson's Hobbit films will help bring more people to the city in the coming months.