Tiaki – Care for New Zealand encourages Kiwis and visitors alike to experience New Zealand in a way that keeps everyone safe, protects our environment, respects our culture and protects the country for future generations.
Tourism Minister Hon Kelvin Davis announced the initiative in Wellington this afternoon on behalf of the group: Air New Zealand, Tourism New Zealand, the Department of Conservation, Tourism Industry Aotearoa, Local Government New Zealand, New Zealand Māori Tourism and Tourism Holdings Ltd.
Tiaki means ‘to care and protect’ in Te Reo Māori. Under the banner of Tiaki – Care for New Zealand the group launched the Tiaki Promise today, which outlines what travellers can do to care for New Zealand, travel safely and act as guardians of our land, waterways and oceans.
The Tiaki Promise communicates why caring for New Zealand is important and how to care for Aotearoa while travelling around the country.
A range of Tiaki Promise materials will be provided free of charge to New Zealand tourism organisations, including a brochure and supporting video. The resources will initially be available in English, Te Reo Māori, German and Chinese, with more languages to follow.
The seven stakeholder organisations will promote the Tiaki Promise to their customers, trade partners and staff, ensuring messaging is reinforced at visitor touchpoints across the country and around the world. Kiwis are able to show their support on social media using #tiakipromise.
The Tiaki Promise will be promoted through high traffic site newzealand.com as well as www.tiakinewzealand.com and on Air New Zealand’s international services. Tiaki Promise video content will also be made available to other international carriers to New Zealand, helping to spread the word to visitors as they embark on their journeys.
Further future initiatives will be rolled out under the Tiaki – Care for New Zealand brand, including a responsible camping campaign planned for later this year.
Find out more at www.tiakinewzealand.com and share your support by using #tiakipromise.
The Tiaki promise was informed by consumer research. This research can be found below.