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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.

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Tourism New Zealand

has 15 offices, two in

New Zealand, and around

160 full-time staff