Auckland has launched a $2 million campaign to persuade people from the rest of the country to visit, and stay longer in the city.
The first big domestic tourism marketing campaign in a decade for Auckland is part of a strategy aimed at lifting the earnings from out-of-towners from $1.3 billion to $2 billion a year.
It is a joint effort by Auckland Council's tourism arm and the downtown business promotion agency Heart of the City.
Under the slogan "The Show Never Stops", the campaign will push major events and the redevelopment of the waterfront and inner city as reasons to visit.
The average stay in Auckland is less than two nights, and if the campaign can lift that to three nights in coming years, its goal could be reached.