Rotorua looks to Kiwi holidaymakers

A revamped Rotorua will soon be pitched as an attraction for New Zealand holidaymakers.

A full-throttle marketing campaign promoting the district's attractions starts at the end of this month

Rotorua has long been a holiday hotspot for New Zealanders, who make up more than half the city's visitors. But now the area wants more.

Tourism Rotorua marketing manager Earl Bunting says advertising Rotorua at home requires a different spin from that of overseas promotions.

While Rotorua was known for its lakes, forests, geothermal activity and Maori culture, "we need to look at different parts of that iconic strength to see where they will work best in different markets."