“Visitors influenced by IF YOU SEEK spent +6% more, stayed an extra day, visited +11% more regions and were +17% more likely consider sustainability on their travels, versus visitors who weren’t influenced,” says Tourism New Zealand Chief Executive René de Monchy  (Source: International Visitor Survey)

“Tourism is critical to the economy including supporting our regions, this will be especially important as the world continues to operate in tough economic conditions.”

“For those who haven’t quite booked a trip yet, the campaign has made them more likely to visit—with 92% of people in Australia, China and the US saying the campaign got them closer to choosing a New Zealand holiday.”

In June, New Zealand had over 97k daily visitors travelling around NZ, a significant +91% increase on last year's arrivals. The Mackenzie and Fiordland regions both saw good recovery from 2022 when the New Zealand border opened to visitors, with arrivals more than three times the previous year.

Tourism New Zealand Chief Executive René de Monchy says IF YOU SEEK has also contributed to record high brand preference. This key measure means that the campaign has done its job to drive awareness of New Zealand as a destination and strong desire for a holiday in Aotearoa.

“Our results have been supported airline route recovery from key markets including North America. We still have a big job to do – recovery is expected to be gradual after a strong start and we’re working hard to support the sector and New Zealand recover.”

“Our insights show that we have a group of highly motivated people who are actively considering visiting New Zealand to reach with our campaign activity and convert to high-quality visitors,” he adds.