The boss of Tourism New Zealand is quitting after seven years to head a drinks company.
The body responsible for marketing the country as a tourism destination, which gets about $113 million each year from the Government, announced Kevin Bowler's resignation on Tuesday.
Mr Bowler will leave at the end of October to become chief executive of Frucor Beverages.
Tourism NZ chairwoman Kerry Prendergast praised him for his work through the Canterbury earthquakes recovery and the success of the 2011 Rugby World Cup and working off the Hobbit films.
He had transformed the body into a high performing, digital-led, integrated marketing communications business with a clear mission and values that are shared by all its staff, she said.
"During his tenure, Kevin has reinvigorated the way the country is marketed, narrowing the organisation's focus to people already actively considering New Zealand and delivering significant value to the economy."
Visitor spend had risen 25 percent to $10.2 billion in the past 12 months alone, she said.