Tourism New Zealand says it's new four-year strategy is progressing well

It unveiled in May, a plan to achieve sector growth of five-billion dollars by the end of 2028 -- largely through increasing the typical 'off-peak' season.

Winter marketing campaigns to Australia and China helped boost visitors numbers from both countries in the colder months this year.

Chief Executive, Rene de Monchy says ads have focused heavily on 'myth-busting'.

He says it's articulating to people that New Zealand still has tourist-friendly weather in Autumn and Winter compared to other places -- to help them make the booking.