Tourism New Zealand embraces new colouring-in trend

Tourism New Zealand is giving travellers the opportunity to ‘colour their journey’ with a series of adult colouring-in sketches available to download from

Colouring-in is believed to have the same effect on the brain as meditation has on the mind. Considering these benefits, Tourism New Zealand has created four sketches of iconic New Zealand locations from the new 100% Pure brand campaign.

With colouring-in fast becoming a popular pastime for adults to relieve stress and increase mindfulness, the colour sketches allow adults to unleash their creativity whilst planning their next adventure to New Zealand.

Tourism New Zealand collaborated with New Zealand artist, Gabby Malpas to re-create four evocative destinations sketches using line art. The North and South Island images reflect those featured in the latest brand campaign and include a couple exploring Waiheke Island, Hobbiton™ Movie Set, Milford Sound and Cathedral Cove.

Colouring-in books for adults have shot to the top of Amazon’s best-seller list with five of the top 20 best-selling books being colouring-in titles.

Tourism New Zealand General Manager, Australia, Tony Saunders says it’s a holiday for the mind.

“It’s exciting to offer people a new way to experience New Zealand - especially as we’re the first National Tourism Board in the world to showcase our landscapes through colouring-in.

“New Zealand has such a rich story; we chose the four locations as they each present a different adventure and are all easily accessible from Australia. Whether it is sipping wine at a vineyard on Waiheke Island or jumping in a kayak to explore the wonders of Milford Sound, New Zealand has something for everyone.

“Colour Your Journey is a great way to hero our new brand campaign, which marks a fresh chapter for 100% Pure New Zealand,” says Tony.

Gabby Malpas was born and raised in Auckland and is now based Sydney where she infuses New Zealand and Pacifica culture into her work. Gabby said she is honoured to be taking destination storytelling to a new level for a place that’s close to her heart.

Tourism New Zealand’s latest brand TVC which inspired the line art illustrations can be found here.

People are encouraged to use #colouryourjourney #NZMustDo and @purenewzealand to share their colouring-in creations on Instagram, Facebook and Twitter.