Tourism New Zealand —Who We Are
Tourism New Zealand is the Government organisation responsible for promoting New Zealand to
the world and encouraging international visitors to this amazing country.
Tourism New Zealand was established in 1991 as a Crown Entity by the New Zealand Tourism Board
Act, and since then our staff has worked tirelessly to create award winning campaigns marketing
New Zealand as an international visitor destination.
Tourism has a major impact on New Zealand’s economy and Tourism New Zealand has an
instrumental role in spurring its growth. We are the only Government organisation in New Zealand
with the mandate and resources to develop and implement a strategy for international tourism
The cornerstone of our promotions is the ‘100% Pure New Zealand’ campaign, first launched in
1999 and continually evolving to tell the story of the unique experiences available to people who
visit New Zealand.