Following the 2007-2009 Global Financial Crisis (GFC), some national governments have been pursuing a counter-reform of the public sector characterised by further policy centralisation and the 'hollowing out' of regional authorities. Public expenditure and sovereign public debt reductions have become the pretext for the implementation of hyperneoliberal development agendas aimed at the attraction of inward capitals and a further 'competitive' repositioning of major cities within a global market. Tourism and the visitor economy have been used as leverage for the attraction of capital and skilled people in the long-term development strategies of cities. This article illustrates how crises have led the way in the recent restructuring of the public sector and of destination management organisations (DMOs) in particular. Findings from national and urban development strategies recently implemented in New Zealand suggest a strong, market-driven agenda that follows a hyperneoliberal script.