Tourism New Zealand is a crown entity funded by the New Zealand Government and established under the New Zealand Tourism Board Act 1991. Our core role is to attract high-value visitors to New Zealand and provide advice to Government and the tourism industry.

We are led by a Board of Directors appointed by the Minister of Tourism and have a team of around 150 staff in 13 offices across the globe. We are the oldest tourism marketing department in the world.

International tourism has grown to become New Zealand's largest export earner, contributing NZD17.2 billion annually to the national economy. Over 3.9 million visitors arrive in the country each year (November 2019 IVA).

To ensure tourism enriches our home and gives back more than it takes, we target visitors from 15 key markets who we know will stay longer, visit outside of peak season, spend more and visit more regions. This spreads the benefits of international tourism across the country and across the year.

Our main marketing tool is the 100% Pure New Zealand campaign, created in 1999. It is used in all of our international marketing work - including advertising, international PR activity and online marketing, event and sponsorship activity. Find out more about the campaign on the campaign and activity page.

Once here, it’s important our visitors have a great experience, so we also provide guidance to them about travelling safely and caring for our home, people and culture.


  1. Our marketing activity is carefully focused on a number of key markets around the world and a select group of consumers within those key markets. This is so we get the maximum yield for the tourism industry.

  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 team is responsible for the organisation's business operations. For contact details, please visit the Contact Us page.

  3. Tourism is New Zealand's largest export industry in terms of foreign exchange earnings. It directly employs 8.4 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. If you are a New Zealand based journalist and have a media query please contact someone on the list below. If you are an international journalist please contact us here.

  5. Tourism New Zealand is the organisation responsible for marketing New Zealand to the world as a visitor destination. We have a bold purpose: to enrich New Zealand. We do this by shaping the impact of international tourism to make New Zealand a better place for New Zealanders.

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

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