Tourism New Zealand is the marketing agency responsible for promoting

New Zealand New Zealand ( mi, Aotearoa ) is an island country in the southwestern Pacific Ocean. It consists of two main landmasses—the North Island () and the South Island ()—and over 700 smaller islands. It is the sixth-largest island count ...

as a

tourism Tourism is travel for pleasure or business; also the theory and practice of touring, the business of attracting, accommodating, and entertaining tourists, and the business of operating tours. The World Tourism Organization defines tourism mor ...

destination internationally. It is the trading name of the New Zealand Tourism Board, a Crown entity established under the New Zealand Tourism Board Act 1991. The

Ministry of Business, Innovation and Employment The Ministry of Business, Innovation and Employment (MBIE; mi, Hīkina Whakatutuki) is the public service department of New Zealand charged with "delivering policy, services, advice and regulation" which contribute to New Zealand's economic p ...

; (previously the New Zealand Ministry of Tourism) is the government department tasked with tourism policy and research.

History

New Zealand was the first country to dedicate a government department to tourism. In 1901, the Department of Tourist and Health Resorts came into being. Through most of the 20th century, its role was tactical - running hotels and putting together itineraries around New Zealand as well as advertising. The organisation now known as Tourism New Zealand focuses on marketing New Zealand.

International tourism International tourism is tourism that crosses national borders. Globalisation has made tourism a popular global leisure activity. The World Tourism Organization defines tourists as people "traveling to and staying in places outside their usual en ...

has grown to become New Zealand's largest earner of foreign exchange, pumping around NZD14.5 billion annually into the nation's economy. Over 3.4 million visitors arrive in the country every year. To achieve the best results Tourism New Zealand focuses marketing activity in core markets. The largest number of international visitors to New Zealand arrive from Australia, China and the USA. In October 2017 Lonely Planet named New Zealand in the Top 10 countries to visit in 2018.

"100% Pure New Zealand"

The main marketing tool of Tourism New Zealand is the award-winning "100% Pure New Zealand" campaign, which had its ten-year anniversary in 2009. The brand has attracted debate at times from scientists such as

Mike Joy Michael Joy (born November 25, 1949) is an American TV sports announcer and who currently serves as the lap-by-lap voice of Fox Sports' coverage of NASCAR. His color analyst is Clint Bowyer. Counting 2022, Joy has been part of the live broadcast ...

, environmentalists, and the

Green Party A green party is a formally organized political party based on the principles of green politics, such as social justice, environmentalism and nonviolence. Greens believe that these issues are inherently related to one another as a foundation f ...

who see the 100% Pure brand as an environmental statement. Tourism New Zealand markets New Zealand using the 100% Pure New Zealand marketing campaign.

Social media

Tourism New Zealand set up a

YouTube YouTube is a global online video sharing and social media platform headquartered in San Bruno, California. It was launched on February 14, 2005, by Steve Chen, Chad Hurley, and Jawed Karim. It is owned by Google, and is the second mo ...

channel in 2007 to launch the latest iteration of its 100% Pure New Zealand campaign It has featured the theme of New Zealand being the 'Youngest Country' in the world - the last major habitable landmass to be discovered.1 million people view Tourism New Zealand commercial on YouTube
" - Tourism New Zealand website feature, 14 November 2007 Tourism New Zealand also has an Instagram account. Its #NZMustDo hashtag has attracted over 500,000 images and has over 600,000 followers. All content is user generated.

History

"100% Pure New Zealand"

Social media

See also

References

External links