Tourism New Zealand Digs Deep With New Campaign

Tourism New Zealand’s newest tourism campaign goes deeper and farther afield than ever before.

The new global campaign provides a more regional look at the country, highlighting local people and experiences that showcase adventures in familiar landscapes as well as off-the-beaten-path destinations awaiting discovery.

The message of “everyday a different journey” is transforming to “Where one journey leads to another.”

The shift in messaging has been inspired by unprecedented growth in tourism to the country. In 2016, 3.5 million visitors traveled to the country, nearly overwhelming its own population of 4.5 million.

Soon, that number will be surpassed as tourism swells. The country expects to see growth of approximately 5.4 percent annually and expects to reach 4.5 million visitors in 2022.

In its new campaign video, the goal is to inspire visitors heading to New Zealand with offerings that venture beyond traditional destinations.

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“The latest campaign shows off the incredible range of experiences New Zealand has to offer,” said chief executive Stephen England-Hall.

“From diving at Poor Knights Island-one of the world's top dive locations, exploring a glacier in the West Coast and enjoying the beauty of the Kepler Track in Fiordland National Park, a UNESCO World Heritage Site, the campaign shows that there really is something for everyone in New Zealand,” England-Hall added.

This new program will have global reach, inspiring travelers from around the world.

The destinations featured in the video showcase New Zealand’s diversity and include a variety of locations that viewers will be familiar with and inspired, including Abel Tasman National Park, Bowen Falls, Franz Josef Glacier, Haast Blue Pools, Hobbiton, Kepler Track, Paihia Farmers Market, Poor Knights Island Marine Reserve, Waitangi Treaty Grounds and more.