Bay of Islands tourism slump: Northland operators push for more marketing
Northland businesses say the Bay of Islands needs to be better promoted to support local economic growth.
Northland tourism and hospitality businesses are calling for better regional promotion as visitor numbers drop and fewer cruise ships call into the Bay of Islands.
According to Infometrics, total guest nights in Northland region decreased by 1.5%, from 1.78m in 2024 to 1.75m in the year to December 2025.
This compares with an increase of 1.9% in New Zealand.
Meanwhile, bookings for the Bay of Islands 2025/26 cruise season have almost halved from their peak two years ago.
Dive Paihia owner Craig Johnston said Northland doesn’t have enough destination marketing compared to other tourist towns like Queenstown and Rotorua.
“They need to market the whole region, and the Bay of Islands as the crown within Northland.
“There doesn’t seem to be that emphasis on advertising in that area.
“A lot seems to spread into Whangārei, but Bay of Islands businesses are suffering for that lack of advertising.”
Duke of Marlborough part-owner Riki Kinnaird agreed not enough was being done to promote Northland, including the Bay of Islands.
There needed to be more investment to “collectively promote key stories” in the area, he said.
“A lot of travellers are really interested in authentic places to go, stories of history and heritage, and in our case the birthplace of the nation.
“Customers require authentic experiences and we have that in the Bay of Islands, we fit that bill.
“Why are they not being promoted as well as going to Queenstown and doing a bungy jump?”
There are 47 cruise ships scheduled to visit the Bay of Islands this season.
This compares with 92 cruise ships that were booked in 2023/24.
A cruise ship representative blamed the decline on tougher biofouling rules and compounding cost increases from central government, ports and regional authorities.
However, a Ministry for Primary Industries spokesman said the downturn was because of rising operational costs and global economic factors.
Business Bay of Islands chairwoman Lesley Lucas said any decline in guest nights or cruise ship visits is “naturally felt” by businesses throughout the community.
Many businesses felt the region would benefit from stronger and more consistent destination marketing, she said.
Awareness of the Bay of Islands had declined compared with destinations such as Queenstown, Rotorua and Taupō, Lucas said.
“While marketing efforts are happening across local operators, Business Bay of Islands, regional tourism organisations and Tourism New Zealand, businesses would welcome a more co-ordinated and well-resourced approach that leverages the Bay of Islands as Northland’s flagship destination.
“When the Bay of Islands performs well, the benefits flow throughout the wider region through increased visitor nights, spending and economic activity.”
Northland Inc - the agency responsible for promoting regional economic growth, tourism, and business development – said guest nights could fluctuate from month to month.
However, Northland continued to see a strong domestic market, with about 81% of visitor nights coming from domestic travellers and 19% international, Northland Inc head of destination Ben Chapman said.
“Despite the fluctuations, the Bay of Islands remains one of New Zealand’s most iconic cruise destinations, and cruise ship days continue to generate significant visitor activity for local businesses and communities.”
Chapman said Northland Inc had a mandate to promote all of Te Tai Tokerau.
That includes iconic destinations such as the Bay of Islands, and destinations across the Kaipara, Far North, and Whangārei districts.
“Whangārei District Council also does an excellent job promoting Whangārei as a destination in its own right.
“Our role is slightly different.
“We position the wider Northland region in national and international markets and encourage visitors to explore more of what the region has to offer.”
Northland Chamber of Commerce Leah McKerrow said there “could never be too much marketing” for Northland.
Adverse weather meant domestic tourists could go elsewhere, especially if the roads were not up to scratch, she said.
“I do believe we would benefit from more marketing and exposure and reinforcing those things about Northland that are really good.”
Jenny Ling is a senior journalist at the Northern Advocate. She has a special interest in covering human interest stories, along with finance, roading, and social issues.