Tourist drivers are being targeted with a $25 million dollar campaign, and the Government says there's still more they want to do.

The Transport Agency is spending the funds on state highway and local government initiatives, as well as a social media campaign.

Associate Transport Minister Craig Foss said the accidents around popular tourist destinations need to be reduced.

"Although there's always more we can do."

"There's more rumble strips that we're investigating - anything and everything we can do from government obligations to the private sector, to the rental agreements, to the travel companies."

While Foss admits that tourist drivers don't cause more accidents on average across the country, he said that changes when you look at particular areas.

"There are areas of the South Island - particularly in the height of the summer season - where they are more prevalent, but of course there are much less other cars on the road at the same time."