A boost in the tourism promotion budget is to be used to target tourists from emerging markets such as Latin America, and wealthy visitors.
Prime Minister John Key, who also holds the tourism portfolio, says attracting more business events such as conferences will also be a priority.
Mr Key has told those attending the TRENZ tourism trade show in Auckland, the detail of how the previously announced $158 million boost will be spent.
Over four years, the biggest slice of $44.5 million will target potential visitors from markets including India, Latin America and Indonesia.
He says $34 million will be used to attract lucrative business events such as conferences.
Industry figures show visitors from traditional markets such as Europe and the United States are declining.
And while visitors from China rose by nearly 40% year, most come in low value package tours, and many stay only a few days.
Martin Snedden of the Tourism Industry Association says wealthy Chinese having a good time will help spread the word when they return home.