Destination Wairarapa general manager David Hancock said a number of sectors had record numbers of transactions for much of 2014, while more visitors had come from Auckland, Wellington, Manawatu, Hawke's Bay and Canterbury.
"We try to encourage domestic and international tourists from Auckland to come down State Highway 2," he said. "Lower fuel prices have got to help."
Destination Wairarapa was focused on adding value to the region's tourism products, he said.
"Tourism used to be the number one contributor to GDP, now dairy's taken over that spot. We want tourism to be back there.
"Events definitely draw people to a region and we must just about have the best event calendar in the country."
The Rimutaka Cycle Trail was also increasingly drawing visitors to Wairarapa and creating opportunities for local businesses, he said.
Countrywide, international tourism spending was up 21 per cent year-on-year while domestic spending was up 4 per cent.
Labour's tourism spokesman Peeni Henare said tourism seemed to be tracking along well - but there was room for improvement.
"I think there's scope for more to be done around eco-tourism," he said. "There are operators out there who feel they're being ignored at the moment.
"Adventure tourism also needs tightening up. The Government put in a whole lot of regulations for compliance which have caused a lot of operators to go under because they cost too much."
"Eco-tourism in the likes of Northland is amazing but no-one ever talks about it."
Prime Minister and Tourism Minister John Key was unavailable for comment.NZME.
