Tourism New Zealand launched the ‘100% Pure New Zealand’ campaign in 1999. Over the past 16
years it has adapted and evolved promotions to communicate the unique experiences, such as
our Māori culture, diverse environment, and Kiwi cuisine (not to mention our international award
winning coffee), available to people who visit New Zealand under this ‘umbrella campaign’.
A key part of Tourism New Zealand’s successful campaign strategy has been partnerships with
influential travel sellers, airlines, high profile celebrities, and opinion leaders, engaging with
New Zealand tourism operators, providing relevant and up-to-date information for visitors, and
ensuring the quality of New Zealand’s tourism product and experience.
In addition to its day-to-day operations, Tourism New Zealand owns and operates the quality
assurance organisation Qualmark New Zealand, and oversees 80 i-SITE visitor information centres
around New Zealand.
Tourism New Zealand has 15 offices (two in New Zealand) and around 160 full-time staff members.
Tourism New Zealand
has 15 offices, two in
New Zealand, and around
160 full-time staff