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 second largest earner of foreign exchange, pumping around NZD9.8 billion annually into the nation's economy. More than 2.7 million visitors arrive in the country every year. (updated December 2013)

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 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 140 staff in 13 offices around the world. From humble beginnings, we are now the oldest tourism marketing department in the world.

  • 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 Leadership Teams are responsible for the organisation's...

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  • 100% Pure Opportunities

    Tourism New Zealand employs more than 120 staff across 14 offices in New Zealand and offshore. As an international marketing organisation, we offer exciting career opportunities for marketing, PR,...

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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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  • Corporate Responsibility

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

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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 carry out...

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