TNZ partners with PURE Life Experiences 2013 for the inaugural PURE Awards

Tourism New Zealand will demonstrate its commitment to increasing destination New Zealand's presence in the luxury sector, with its support of the inaugural PURE Awards.

The awards form part of PURE Life Experiences, the world's leading travel trade show for the experiential travel market, being held in Marrakech, 11-14 November 2013.

"Our partnership with PURE Life Experiences to support the awards will effectively increase our profile in the premium sector which we have identified as a key growth area for tourism to New Zealand," says Justin Watson, Director of Trade, PR and Major Events.

"As the first activity of its type it will clearly position Tourism New Zealand as a serious player in the luxury travel industry.

"We're very proud to be supporting the PURE Awards and look forward to showcasing New Zealand's unique luxury products, experiences and culture to the PURE audience."

Nominations for the awards were announced this week, recognising the 'best of the best' in experimental travel. Winners will be announced on 14 November at the PURE 2013 Farwell and Awards Party.

Tourism New Zealand recently established its Premium Travel team, tasked with increasing visitor arrivals to New Zealand from the important global premium sector. The team will support and work collaboratively with the industry's premium New Zealand luxury travel companies to deliver this strategy.

The activity follows the Government's 2013/14 Budget announcement of an additional $123 million in funding for Tourism New Zealand over four years, with $20 million over four years specifically tagged to growing the premium sector.

Contact Leah Phelps, Senior Communications Advisor, Tourism New Zealand; phone +64 21 843 896

Notes to editors: PURE Life Experience membership is a by invitation only group of the world's very best luxury travel experience providers. This includes an impressive group of New Zealand's award winning luxury travel management companies, lodges and service providers such as; Ahipara Luxury Travel, Bay of Many Coves, Blanket Bay Lodge, Eagles Nest, Hapuka Lodge and Tree Houses, Heritage Expeditions, Kauri Cliffs, Cape Kidnappers, Matakauri Lodge, Over the Top - The Helicopter Company, Seasonz Travel, Southern Crossings, The Exclusive Travel Group, Lodge at the Hills, and Treetops Lodge and Estate. For information on PURE Life Experiences, visit: