$4.5M Tourism Investment to Spotlight Heritage Sites and Revitalize Rural Economies

A major boost to New Zealand's regional tourism sector is underway, with Conservation Minister Tama Potaka announcing a $4.5 million investment from the International Visitor Levy (IVL) to develop and expand cultural heritage tourism through the Tohu Whenua programme.

Unlocking Regional Potential through Cultural Tourism

Over the next three years, the funding will help grow the Tohu Whenua initiative, extending its footprint to two new regions: Manawatū-Whanganui in the North Island and Murihiku Southland in the South. This expansion is expected to generate jobs, increase income, and strengthen the economic resilience of rural communities by attracting visitors to heritage-rich locations that have often been overlooked by mainstream tourism.

“Tohu Whenua is a proven model that celebrates and showcases Aotearoa New Zealand’s unique cultural narratives,” Minister Potaka said. “It connects people to the land, our history, and to one another. Sites that have gained Tohu Whenua recognition have seen up to 150 percent increases in visitation in their first year.”

What Is Tohu Whenua?

The Tohu Whenua programme is a collaborative heritage tourism and regional economic development initiative led by the Department of Conservation (DOC), Heritage New Zealand Pouhere Taonga, and the Ministry for Culture and Heritage. It aims to identify and elevate culturally significant sites that offer authentic and meaningful storytelling experiences, thus boosting cultural pride and economic growth through tourism.

Recent additions to the programme include:

• Kate Sheppard House (Canterbury) – Home of New Zealand’s suffrage leader and a pivotal site in women’s rights history.

• Kaikōura Peninsula Walkway – Highlighting Māori history, early European settlement, and stunning coastal ecology.

These join a prestigious network of sites such as:

• Waitangi Treaty Grounds – The birthplace of New Zealand’s founding document.

• Te Ana Ngāi Tahu Māori Rock Art Centre (Timaru) – A window into 1,000 years of Ngāi Tahu heritage.

• Historic Hayes Engineering Works (Otago) – A preserved 19th-century innovation hub of New Zealand’s agricultural tools.

Economic and Cultural Impact

Tourism to the country’s heritage places—including pā, whaling stations, WWII defences, lighthouses, and mining relics—is already a significant economic contributor, valued at approximately $1.3 billion per year. DOC manages over 15,000 such places, many of which remain untapped in terms of their full tourism potential.

The new funding will support development of enhanced facilities, rich interpretation signage, and storytelling resources that immerse visitors in New Zealand’s complex and layered history. It also aligns with the Government’s broader strategy to support regenerative tourism that spreads benefits equitably and sustains cultural landscapes.

A Call to Discover Aotearoa’s Stories

Minister Potaka urged both domestic and international tourists to actively seek out Tohu Whenua sites. “These places offer rich stories and opportunities for cultural exchange. They encourage visitors to stay longer, learn more deeply, and spend more locally—benefitting accommodation providers, eateries, artists, and shop owners across the regions.”

With this fresh investment, Tohu Whenua continues to illuminate New Zealand’s storied landscapes, ensuring they are not only protected and celebrated but are also helping to sustain the communities who care for them.