About Tourism New Zealand

Tourism New Zealand is a Crown Entity established under the New Zealand Tourism Board Act 1991. Tourism New Zealand's principle objective is to ensure New Zealand is marketed internationally as a visitor destination in order to maximise the long term benefits for New Zealand.

Tourism is New Zealand's highest export earner.

Tourism New Zealand is an international marketing agency responsible for marketing destination New Zealand offshore.

Tourism is now the world's largest industry, with more than 650 million people travelling globally on holiday each year and increasing by 3 percent annually. In this growth environment comes increased competition for New Zealand as a visitor destination.

Tourism New Zealand's focus has evolved since its creation in 1901. More than 100 years ago tourism in New Zealand was just beginning, access was difficult, infrastructure was limited and marketing was in its early days.

Today, the tourism industry has developed to a level of sophistication where Tourism New Zealand confidently markets New Zealand offshore, safe in the knowledge that when visitors arrive the New Zealand tourism experience will rival any world-class destination.

Our Target Market

Travellers in the world today have widely differing motivations, needs and expectations of their travelling experience, not all of which would match with what New Zealand has to offer.

So New Zealand needs to reach not everyone, but its ideal customers - motivated travellers whose expectations match what we can offer. By applying these criteria to who we market to and narrowing down our target market, New Zealand's resources go far further.

We call these people Interactive Travellers® These people travel regularly; participate in a wide range of tourism experiences; actively participate in the natural environment, are environmentally and culturally aware; and seek authentic and new experiences - and then want to share them with others.

Interactive Travellers® are also high users of technology, (such as the internet), are leaders with liberal attitudes and have a global mindset.

From this emerging group of global travellers New Zealand is targeting those with motivations that align with the types of product New Zealand offers. In this way we attract that type of visitor who will fully engage with New Zealand and go home 100 percent satisfied.

100% Pure New Zealand

	A 100% Pure New Zealand campaign image.

Tourism New Zealand markets New Zealand under the 100% Pure New Zealand global campaign. In an increasingly competitive environment, New Zealand needs to concentrate on a consistent message, and a way of differentiating ourselves from every other destination.

The global marketing campaign, 100% Pure New Zealand, has been winning awards and cutting through the many tourism offerings to gain the attention of the world. This is how we are making our message heard.

The campaign was launched in 1999, and has constantly evolved since then.

The 100% Pure New Zealand campaign combines advertising, internet, international media coverage, events and trade training to market destination New Zealand to our key target markets.

Internet

www.newzealand.com aims to be an important part of any potential visitor’s travel decision- making and planning. It provides authoritative factual and motivational information for visitors to New Zealand.

The website lists more than 6,000 accommodation, transport, activities and visitor attractions. Special features on current events and activities are continually updated, as well as travel journals, 40 driving routes combining New Zealand highlights and activities and a full listing of all visitor information centres. newzealand.com currently attracts over 200,000 user sessions per month.

Events

The gold medal winning '100% Pure New Zealand Ora ­ Garden of Well-Being' .

Tourism New Zealand uses offshore events to act as a "hook" to promote New Zealand around. Recent events successes have been the 100% Pure New Zealand Showcase Event in Sydney, and the 100% Pure New Zealand Ora – Garden of Well-Being, our entry in the Chelsea Flower Show, London.

Tourism New Zealand also supports a selected range of New Zealand based events.

International Media Programme

In the year to June 2003, the programme hosted 472 media organisations, including 52 television crews from all target markets, and hosted more than 300 visiting media across 27 New Zealand events.

You can find out more about the work of the International Media Centre at www.media.newzealand.com

Trade Training

	A group of travel trade on a self drive familiarisation.

Trade training organised by Tourism New Zealand gives New Zealand operators the chance to present to front liners and wholesalers in key tourism markets.

Training is coordinated by Tourism New Zealand staff, or representative offices, based offshore and includes training seminars and product education; organising familiarisation trips to New Zealand; public relations activities aimed at travel trade audiences; and responding to travel trade enquiries.

A number of trade training tools have also been developed to assist travel trade in selling New Zealand.