“Many people in our key markets already have a strong personal reason to visit New Zealand, whether that’s family, friends or important moments they do not want to miss,” says Brodie McLeish Tourism New Zealand’s General Manager – Marketing. “This campaign is about encouraging those people to stop putting the trip off and come to New Zealand this year.”

“While connection may be the reason for travel, visitors also eat out, explore, attend events and book experiences while they are here, supporting tourism businesses across the country.”

Visiting friends and relatives (VFR) is New Zealand’s second largest international visitor segment, making up around 30% of all international arrivals and contributing $2.6b per year. 

“VFR audiences already contribute strongly to New Zealand’s economy and there is room to grow both VFR arrivals and the value they deliver to New Zealand. The campaign aims to increase VFR arrivals by over 5,000 by the end of December 2026, contributing an estimated $16.4 million to New Zealand’s economy.”

The campaign is one part of Tourism New Zealand’s broader strategy to grow the value of tourism and reach its target of 3.9 million international arrivals by the end of December 2026. It sits alongside other activity focused on building desire for destination New Zealand and converting holiday audiences into travel.

Australia is the priority market because it is close, well connected by air and has a large VFR audience – 45% of all arrivals to New Zealand from Australia in the last 12 months were VFR visitors.
The activity also targets VFR audiences in the United Kingdom and Canada, where strong personal connections create an opportunity to bring forward travel.

Activity includes creative assets showcasing moments to reconnect in New Zealand, including the Bledisloe Cup, school holidays and Christmas celebrations, alongside a partnership with well-known Aussie and New Zealand based radio host Bree Tomasel. Through the power of song, Bree encourages her friend, Aussie comedian Tanya Hennessy to come across the ditch for their long-talked-about New Zealand catch-up.

The campaign also features locations across New Zealand, including Mudbrick Winery on Waiheke Island, Eden Park, Plume Villas in Matakana, Green Jersey Explorer Tours Cycle Hire in Martinborough, and Moutohorā Island in the Bay of Plenty.

Tourism New Zealand research shows VFR travellers are interested in the same experiences many international holiday visitors seek out in New Zealand, including nature, trying local cuisine, visiting towns and cities, stargazing, scenic cruises and rail journeys.

The same research shows many VFR travellers already want to visit but are delaying travel, with 35% waiting for leave, 29% waiting for deals and 28% waiting for the right time.

“Don’t be a Stranger encourages more people to take that trip to New Zealand now and turn a chance to reconnect into a richer holiday,” says McLeish. “It’s about inspiring visitors and their hosts to see more and do more while they are here.”

“So New Zealanders, here’s our challenge to you: if you have friends or whānau overseas who keep saying they’ll visit ‘one day’, give them a nudge,” says McLeish. “Invite them over, show them your favourite tourism experiences, and make sure you’re not in danger of becoming strangers.

*Don't be a stranger song credit: sung by Tyran(opens in new window)