Home
| About Us
| Corporate Overview
Corporate Overview
|
Tourism New Zealand is a Crown Entity established under the New Zealand Tourism Board Act 1991. Tourism New Zealand's principal objective is to ensure New Zealand is marketed internationally as a visitor destination in order to maximise the long term benefits for New Zealand.
|
 |
 |
|
| Tourism is New Zealand's highest export earner.
|
|
|
|
|
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$8.8 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 these shores.
Tourism New Zealand is this organisation. 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 continually 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 they are 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.
100% Pure New Zealand
| |
 |
| |
A 100% Pure New Zealand campaign image. |
|
| |
Tourism New Zealand markets New Zealand under the 100% Pure New Zealand global campaign. In an increasingly competitive environment, New Zealand needs to concentrate on a consistent message, and a way of differentiating ourselves from every other destination.
The global marketing campaign, 100% Pure New Zealand, has been winning awards and cutting through the many tourism offerings to gain the attention of the world. The campaign was launched in 1999, and has constantly evolved since then.
The 100% Pure New Zealand campaign combines advertising, internet, international media coverage, events and trade training to market destination New Zealand to our key target markets.
Internet
The internet is a key component of the 100% Pure New Zealand campaign and was launched in 1999 with the new campaign.
www.newzealand.com aims to be an important part of any potential visitor’s travel decision making and planning. It provides authoritative factual and motivational information for visitors to New Zealand.
The website lists more than 6,000 accommodation, transport, activities and visitor attractions. Special features on current events and activities are continually updated, as well as travel journals, 40 driving routes combining New Zealand highlights and activities and a full listing of all visitor information centres. newzealand.com currently attracts over 300,000 user sessions per month, and has won the 'Webby' award for best tourism website twice, most recently in 2006. Events
 |
|
| The 100% Pure New Zealand Garden at the Chelsea Flower Show 2006
|
|
|
|
|
Tourism New Zealand uses offshore events to promote New Zealand around the world.
Successful events have included the Good Food and Wine Shows in Sydney and Melbourne, and the 100% Pure New Zealand Garden, our entry in the Chelsea Flower Show for 2006 which won the prestigious Silver Gilt Award.
Tourism New Zealand also supports a selected range of New Zealand based events, but only those that have been granted funding through the Major Events Fund.
International Media Programme
Getting positive media coverage for destination New Zealand is a key focus of the International Media Programme, with specific emphasis on profiling events held in New Zealand.
The programme hosts media organisations, television crews from all target markets, and hundreds of visiting journalists every year. You can find out more about the work of the International Media Programme at www.media.newzealand.com Trade Training
| |
 |
| |
Famils are an integral part of Tourism New Zealand's work. |
|
| |
Trade training organised by Tourism New Zealand gives New Zealand operators the chance come face to face with front liners and wholesalers in key tourism markets.
Training is coordinated by Tourism New Zealand staff and includes destination and product education, familiarisation trips to New Zealand, public relations activities aimed at travel trade audiences, and also responds to travel trade enquiries.
A number of trade training tools have also been developed to assist travel trade in selling New Zealand including the online training modules which assist offshore agents in getting the most up to date information on products and developments within New Zealand.
The trade website, www.traveltrade.newzealand.com can provide further information on our work with trade.
Further Information
More details on key contacts at Tourism New Zealand can be found on the About Us section of this website.
Details on key teams within Tourism New Zealand can be found on our Who We Are page.
A baseline review of Tourism New Zealand was undertaken by Interbrands in December 2005. You can find their reports here.
Baseline Review Final Focus.pdf
Baseline Review.pdf
Baseline Review - Effectiveness of Objectives Report.PDF
|
