New Zealand’s cultural system plays an important role in advancing New Zealand’s relationships with the global community, generating broad value across a range of outcomes. This includes facilitating collaboration and partnership through cultural diplomacy and foreign investment, growing New Zealand’s brand and international reputation, and creating opportunities for tourism, trade and cultural exchange. Though existing evidence indicates impact at a high level and potential for growth, more research is needed to understand the value created in this area in more depth, including return on investment for specific interventions or initiatives.

https://www.mch.govt.nz/publications/global-connections-evidence-brief#key-insights