It's not Waitomo Caves or Hobbiton that are the Waikato's biggest attractions - it's Wintec and Waikato University that are keeping visitors in the region.
Hamilton's tertiary sector is boosting the region's international visitor stay to an average of six nights, the second-highest behind Auckland.
Tourist mecca Queenstown's average international stay is four nights, according to the International Visitor Survey.
Hamilton and Waikato Tourism director Graeme Osborne said people stayed in Waikato for longer periods largely because of its international export market, which was an under-valued but important source of talent for New Zealand.
The international education sector also contributed about $140 million to the Waikato economy each year.