Locals and visitors alike can look forward to more enticing travel opportunities as Tourism New Zealand has refreshed its 100% Pure New Zealand global brand campaign, ‘IF YOU SEEK’.

This update emphasises the diverse, year-round experiences the country has to offer.

The campaign, which has significantly supported tourism recovery over the past two years, is now focusing on inspiring travellers to visit New Zealand throughout the year.

“Tourism is now New Zealand’s second-largest export earner, and it’s important we maintain that momentum,” said Tourism New Zealand Chief Executive René de Monchy.

Mr de Monchy noted that the campaign has been successful in driving a record high preference for New Zealand as a visitor destination.

“We know 46% of people who are seriously considering visiting New Zealand have us at the top of their bucket list. This puts Tourism New Zealand in a great position to convert that desire into bookings,” he said.

The refreshed content highlights New Zealand’s unique offerings, showcasing various regions and experiences, such as the Manea Footprints of Kupe in Northland, West Coast beaches in Auckland, Waka Abel Tasman in Nelson/Tasman, Cloudy Bay in Marlborough, and Skylark Lodge in the Mackenzie District.

Tourism New Zealand’s new four-year strategy aims to increase international tourism revenue by $5 billion to $13.2 billion by 2028, with a significant portion of growth expected from off-peak visits.

“Growing off-peak tourism supports the government’s goal to double the value of exports over the next ten years and helps alleviate seasonal challenges faced by New Zealand’s tourism industry,” Mr de Monchy added.

The campaign, first launched in August 2022, marks Tourism New Zealand’s first global effort since the reopening of borders.

The initiative will also see updates to the organisation’s consumer website and trade channels, featuring content tailored to off-peak seasons and resources to assist trade partners in promoting New Zealand holidays from March to November.