Pictures of world-renowned sculptor Michael Parekowhai's Tongue of the Dog have been popping up all over social media since it was unveiled in May.
Hamilton & Waikato Tourism chief executive Jason Dawson said the sculpture had added to the visitor experience.
"Every time a new sculpture is unveiled in the city, there's been a spike. People are drawn to it. They want to take photos with it."
Having an internationally recognised artist develop it has helped too, he said.
"Public art is something that adds to visitor attraction, whether it be culture or fashion or hospitality or retail. Public art definitely helps."