Visitors’ photos help boost TNZ’s Instagram followers to 500,000

Images shared by visitors and local advocates have been the driving force behind phenomenal growth of Tourism New Zealand’s Instagram account.

The @purenewzealand account now has 500,000 followers – an increase of 159 per cent in 12 months. The images have been seen 70 million times.

Tourism New Zealand is now in the top five destination marketers in the world, ahead of other tourism marketers such as the UK and USA.

Tourism New Zealand’s Marketing Director Andrew Fraser said this is a remarkable feat for an account that was set up just two years ago.

“We’ve taken an organic approach to growing Instagram, with every photo shared on the account taken by visitors. The photography skills of visitors to New Zealand and local advocates are quite remarkable – although they do have some pretty good backdrops to work with!

“Showing New Zealand ‘through the eyes of others’ is proving to be popular with the audience, with the account generating an average engagement rate of 14 per cent per post.

“Combined with over 2.2million Facebook fans our social media accounts are an important part of promoting of New Zealand as ‘every day a different journey’,” said Andrew Fraser.