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.