Tourism New Zealand is going to stop promoting the country in the high season because operators can't cope with any more visitors in summer.
Tourism New Zealand chief executive Kevin Bowler said in the last two years, spending on the high season had already been slashed to one fifth of the marketing budget.
He said all $90 million of Tourism New Zealand's marketing budget would now be spent on selling the country in the off peak seasons.
"What we're finding is operators are saying to us that New Zealand is pretty full over the peak and there's plenty of demand.
"Where the opportunity really sits is growing the spring and autumn periods."
Visitor arrivals topped more than three million in the last 12 months and are expected to hit four million in 2018.