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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 16 years 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 NZD10.3 billion annually into the nation's economy. Almost 2.8 million visitors arrive in the country every year. (updated August 2014) 

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 150 staff in 14 offices around the world. From humble beginnings, we are now the oldest tourism marketing department in the world.


  1. 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 a select group of consumers within those key markets.

  2. 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 business operations and overseas activities in our international markets. For contact details, please see Our Offices.

  3. Tourism is one of New Zealand's largest export industries, second only to the dairy industry in terms of foreign exchange earnings. It directly employs 6.9 per cent of the New Zealand workforce.

  4. 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 consumer marketing activities to encourage people to visit New Zealand.

  5. Tourism New Zealand employs more than 160 staff across 14 offices around the world. As an international marketing organisation, we offer exciting global career opportunities for marketing, PR, communications, digital and corporate service professionals.

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

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

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