Tourism New Zealand's reflecting on the year that's been for the industry

In May, the agency unveiled a bold new strategy to achieve sector growth of five-billion dollars, by the end of 2028.

It will largely be driven through increasing the typical 'off-peak' tourism season by 3.5-billion dollars.

Chief Executive, Rene de Monchy says they've made a strong start to the four-year plan.

He says Tourism New Zealand heavily invested in advertising the winter months to Australia and China -- attracting increased visitor numbers of 16 and 50-percent.