About Us

Tourism New Zealand is the organisation responsible for marketing New Zealand to the world as a tourist destination. The major tool we use to do this is the 100% Pure New Zealand marketing campaign, a campaign that has evolved over the past decade to make New Zealand one of the world's most well-respected tourism brands.

International tourism has grown to become New Zealand's largest earner of foreign exchange, pumping around NZD9.5 billion annually into the nation's economy.

Understandably, an industry of this magnitude does not grow by itself. In a fiercely contested global tourism marketplace, Tourism New Zealand is responsible for ensuring New Zealand remains attractive internationally as a visitor destination.

Through the 100% Pure New Zealand campaign (read more here) we take New Zealand's story to consumers, the travel trade and the global media, while working with the industry here in New Zealand to ensure we deliver on the promises made through the campaign.

Tourism New Zealand is a Crown Entity funded by the New Zealand Government and established under the New Zealand Tourism Board Act 1991. We are led by a Board of Directors appointed by the Minister of Tourism and have a team of around 120 staff in New Zealand and 13 offices around the world. From humble beginnings, we are now the oldest tourism marketing department in the world.

  • Why Have a Tourism Marketing Board?

    Last Updated on: 27 January 2011

    International tourism is a fiercely competitive industry. For New Zealand to be able to compete, and to provide enough visitors to sustain and grow the New Zealand tourism industry,...

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  • 100% Pure History

    Last Updated on: 28 June 2011

    New Zealand is a country of innovators, and no other industry reflects this better than tourism. We invented the jetboat and ski-plane, and made bungy into a world phenomenon....

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  • What We Do and How We Do It

    To achieve maximum yield for the tourism industry from limited resources, Tourism New Zealand's marketing activity is carefully focused on a number of key markets around the world and...

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  • Who We Are

    Tourism New Zealand is a Crown Entity governed by Board members who are appointed by the Minister of Tourism. Tourism New Zealand's Executive Leadership Team is responsible for the...

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  • Publications

    Download Tourism New Zealand's Annual Report, Statement of Intent, Corporate Profile and other corporate publications. Read and download Tourism News.

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  • Award Winning New Zealand

    New Zealand remains one of the most popular destinations in the world among travellers from our target market. This is reflected in the number of awards Destination New Zealand...

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  • Careers - 100% Pure Opportunities

    Tourism New Zealand employs more than 120 staff across 11 offices in New Zealand and offshore. As an international marketing organisation, we offer exciting career opportunities for marketing, PR,...

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  • Corporate Responsibility

    As a Crown Entity, Tourism New Zealand is dedicated to transparent reporting.

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  • Offices and Contacts

    Need to get hold of us? Find contact details for our offices and key people, or send us an email through our Contact Us form. Are you looking...

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  • Contact Us

    Tourism New Zealand markets New Zealand to the world as a visitor destination. Staff in our international offices work with members of the travel trade and media, and...

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