The $20 million additional funding for marketing New Zealand internationally, announced today by the Prime Minister and Minister of Tourism John Key, is a fantastic initiative and something the industry has been asking for, says Tourism Industry Association (TIA) Chief Executive Tim Cossar.

"It shows the Government really understands where the tourism industry is right now, and we are incredibly thankful for this additional funding," says Mr Cossar, who noted that more money for international marketing was a key focus at TIA's recent Tourism Regional Leadership Series.

Tourism New Zealand (TNZ) says it expects the additional $20 million funding will bring up to some 45,000 additional visitors to New Zealand through increased marketing efforts. It says it will primarily direct the additional funds into the US, China, UK/Europe and further joint venture work in Australia.

"This money will be vitally critically as those markets come out of recession," says TIA's Tim Cossar. "The tourism environment has been very tough, and while there are signs that things are moving towards some degree of recovery, we are still operating in a very competitive international marketplace. This announcement will help ensure New Zealand's marketing voice is heard.

"We are particularly pleased that $5 million has been earmarked for joint venture marketing with the private sector. We think JV marketing projects led by TNZ are going to be the way of the future and will be particularly important in terms of keeping New Zealand competitive."

Mr Cossar says the funding announcement is very good news on the back of other initiatives the Government has put in place this year, including the Smart Gate to ease travel between Australia and New Zealand, and the additional money put into joint venture marketing in Australia, which he says had tangible results. "Other Government initiatives like support for a cruise ship development facility, the Rugby World Cup 2011 and the interest they've shown in a national convention centre, highlight that this is a Government that's put the Prime Minister in the right place as Minister of Tourism. They understand the importance of tourism to New Zealand's economy, and how they can make a tangible different to assist the industry move forward."