Tourism New Zealand

Tourism New Zealand is an international marketing agency responsible for marketing destination New Zealand offshore. Tourism New Zealand's focus has evolved since its creation in 1901.

More than 100 years ago tourism in New Zealand was just beginning, access was difficult, infrastructure was limited and marketing was in its early days.

The tourism industry today has grown to become New Zealand's largest earner of foreign exchange, pumping around NZ$7.4 billion dollars annually into the nation's economy.

Understandably, an industry of this magnitude does not grow by itself and deep within the engine room of the New Zealand tourism industry is an organisation fuelling the desire of the world's travellers to visit there shores.

In what is a fiercely contested market, Tourism New Zealand is responsible for ensuring New Zealand remains attractive internationally as a visitor destination.

The competitive nature of the market dictates that fresh ideas are always needed to differentiate New Zealand, its culture and breathtaking landscapes from what the rest of the globe has on offer.

The major tool in this undertaking is Tourism New Zealand's award-winning 100% Pure New Zealand Campaign. The campaign is evolving to maintain its effectiveness, but the core message is always the same: showcasing the beauty and uniqueness of New Zealand's landscapes, culture and people.

To achieve the maximum yield from limited resources, the marketing effort is particularly directed to a certain type of consumer who will most enjoy what New Zealand has to offer.

Typically, this traveller, among other things, will enjoy the authenticity of the New Zealand experience. They value and are prepared to pay for quality experiences and will try to do as much as they can while here.

Complementary to the 100% Pure New Zealand Campaign, Tourism New Zealand also facilitates other marketing activities aimed at taking our products directly to the consumer.