A new report released by ANZ this week shows that New Zealand’s food tourism generated higher earnings per visitor than non-food tourism.
When tourists return home, 60 percent seek out to find the products they experienced during their holiday.
John Bennett, ANZ Central Region’s commercial and agri general manager describes it as "a huge marketing campaign” without having to spend any money.
Not only that, but they're probably going to talk to their friends when they get back home.
The eating and drinking experience is equally as important to this added value.
"[Tourists] will go to a vineyard, have a great bottle of wine and prime lamb, but sometimes their experience isn't so great," Mr Bennett told RadioLIVE’s Rural Exchange.
"So it's making sure that we're consistent in that. It's the whole experience that they buy into."
Watch the full interview with John Bennett above.