What is a regional tourism organisation?
A regional tourism organisation (RTO) is the official body responsible for promoting a region to visitors and managing tourism for the benefit of its communities. New Zealand has around 30 RTOs, each covering a defined area and usually supported mainly by investment from the councils in that area. Hamilton & Waikato Tourism is the RTO for Hamilton City, Waipā, Waikato District and Matamata-Piako.
What do RTOs do?
RTOs turn tourism strategy into action in their region. The Government's Tourism Policy Statement, published in June 2026, describes RTOs as "an important part of the tourism system and a critical delivery mechanism at a destination level". It says RTOs coordinate visitor servicing, experience and itinerary development, destination management activity and regional promotion, and help ensure that what is promoted can be credibly delivered by a region.
In practice, that means:
promoting the region to domestic, international and business events audiences
helping operators become market-ready and reach new customers
attracting and supporting events that bring visitors into the region
gathering and sharing visitor data and insights
bringing councils, iwi, operators and communities together around a shared destination plan.
Where do RTOs fit in New Zealand's tourism system?
The Tourism Policy Statement sets out who leads what:
Central government sets national direction, decides how national tourism investment is deployed, and leads international marketing through Tourism New Zealand.
Local government leads domestic destination marketing, destination management and place-based planning. RTOs are a key part of how councils deliver these roles.
Industry leads product development and delivers the experiences visitors buy.
We work with Tourism New Zealand, Kiwi North and Kiwi NorthNZ on travel trade and international media, so Waikato operators are represented in national and international activity.
Why does a region need an RTO?
An RTO gives a region one coordinated voice in a competitive national market. Individual operators, especially smaller businesses, rarely have the budget to market a whole destination, attend national trade events or bid for business events on their own. An RTO pools that effort.
RTOs are a common channel for central government tourism programmes. For example, MBIE allocated up to $26.6 million in grants to RTOs under the Tourism Communities: Support, Recovery and Re-set Plan, in addition to $20.2 million through the Strategic Tourism Asset Protection Programme in 2020/21.
How do RTOs fit with the Government's plans for tourism?
The Government's goal is to double the 2023 value of tourism exports by 2034, and the Tourism Policy Statement says this needs central government, local government, iwi, communities and industry working together. The Statement gives RTOs a part in several of its actions, including:
working with Tourism New Zealand as the Government supports macro-regions to develop clear propositions for international visitors
leading practical upskilling for tourism businesses on artificial intelligence (AI), alongside industry associations
working with the Department of Conservation and Tourism New Zealand so that marketing of conservation sites matches their capacity.
The Statement signals a partnership pathway with regions to support regional destination management plans. It does not commit new investment, and the Government will set out timing in an implementation plan.
Who represents RTOs nationally?
Regional Tourism New Zealand (RTNZ) is the membership body that represents RTOs across Aotearoa New Zealand. It advocates for RTOs and supports collaboration between regions.