Auckland is launching its first campaign in a decade to attract more visitors from the rest of the country.
The region hopes to boost domestic tourism earnings by more than $500 million per year over the next 10 years.
Forecasts for the Auckland Tourism Agency show earnings could flatline or shrink if nothing is done.
The agency wants to lift hotel occupancy rates from 60% to 80%.
A campaign to be launched on television on Monday night will pitch Auckland as an internationally flavoured destination - without the need for a passport.
A regular tourism industry survey puts Auckland second, behind Wellington, as the destination that New Zealanders most want to visit.