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 20 years to make New Zealand one of the world's most well-respected and well known tourism brands.

We have a team of around 150 staff in 13 offices in New Zealand and across the globe. We are the oldest tourism marketing department in the world.

To ensure tourism gives back more than it takes, we target visitors from 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. Find out more about where we market here

Following the global COVID-19 outbreak, Tourism New Zealand was asked to help support domestic tourism. Find out about this work here. 

Our main marketing tool is the 100% Pure New Zealand campaign, created in 1999. It is used in all of our activity. Find out more about this on our 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. Before COVID-19, tourism was New Zealand's largest export industry and delivered $40.9 billion to the country. Tourism made a significant positive impact on regional economies supporting employment by directly employing 8.4 percent (229,566 people) of the New Zealand workforce.

  2. Our marketing activity is strategically 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.

  3. 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.

  4. Tourism New Zealand’s purpose is to enrich New Zealand by maximising the contribution of visitors, we deliver this by maximising the impact domestic and international visitors have across the four wellbeings of nature, society, culture and the economy.

  5. We’re committed to working with and supporting organisations and initiatives to ensure that tourism gives back more than it takes to people, communities and the environment.

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

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

  8. 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.

  9. 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.

  10. This privacy policy explains how the New Zealand Tourism Board, a New Zealand Crown entity that trades as Tourism New Zealand (‘we’ or ‘us’) collects, stores, uses, and discloses any personal information that you provide to us when using this website.