Tourism New Zealand is getting $25 million to sell New Zealand to visitors during the lead up to the 2011 Rugby World Cup.
Tourism would play an important role in helping grow the economy growing faster, a key focus of next week's budget.
Mr Key also said there importance of the World Cup for New Zealand could not be overstated.
"It's the third largest sporting event in the world, and our fantastic country will be in the spotlight for six weeks. We're expecting at least 85,000 international visitors, and billions more will be watching from home."
Mr Key said the increase in funding bought the investment in tourism to almost $100 million this year.
A campaign targeted at Australia had been very effective and the new money would be used to focus on markets like China, Europe and the United States.
"I think the fact that we spent more money last year and the fact that we were the only long haul destination in the world that didn't see a reduction in their numbers is evidence of the fact that if you get your marketing right you can make a real difference...
"If you pinpoint your marketing it will work. You need more to do that, the $30 million we've got here is really trying to target not just Australia but some of those very high spending markets," Mr Key told reporters.
There was "massive potential" in those markets, he said.
Some of the money could be spent on campaigns in partnership with airlines or hotels or other big operators.
Labour Party tourism spokesman Kelvin Davis welcomed the announcement but said the industry had been led to expect it would be larger.
He said it would be a good idea to put money into Maori tourism because it was a unique drawcard and drop plans to mine in conservation areas.
