At least 50,000 tourism workers face job losses and reduced hours in an industry decimated by the lockdown.
That's just out of the 400,000 directly employed by tourism.
Go with Tourism, spearheaded by Auckland Tourism, Events & Economic Development, has changed its strategy to support tourism workers.
Programme director Matt Stenton says tourist workers are under immense strain and need a lot of emotional support.
"They have no one to turn to as everyone is in lockdown at this stage."