Working with the trade

Tourism New Zealand works with travel sellers across all key offshore markets to ensure they have a good understanding of New Zealand, that they offer the products Tourism New Zealand’s target market wants to buy and that they are passionate about selling New Zealand as a holiday destination.

Each office does this in a way that works best for their individual market, including:

  • partnering with travel sellers in both consumer and trade marketing campaigns and assisting them with promoting New Zealand
  • bringing travel sellers to New Zealand on famil to build their knowledge of New Zealand regions and products
  • training frontline travel sellers (both face to face and via webinar) to help them increase the value of their New Zealand itineraries.


Tourism New Zealand organises and participates in a number of offshore training and networking events with travel sellers each year which New Zealand regions and operators can take part in. These events are designed to assist New Zealand operators and offshore travel trade generate new business opportunities and inspire offshore travel trade to sell more New Zealand product.


A number of travel sellers visit New Zealand each year, both independently and as part of Tourism New Zealand’s familiarisation programme.

For those travelling independently, the Explore New Zealand discount programme offers quality travel sellers and accredited media the opportunity to see and do more while they are here. If you are a tourism operator and would like to participate in this programme, you can do so by signing up or using your login details through the operator database.

The travel trade website 

The travel trade website is a valuable resource for thousands of travel sellers who visit the site, offering a number of tools to educate and assist them in selling New Zealand. If you are a tourism operator and offer full commission on your products, you can list your business on this website for free, through the operator database. For more information, please visit the travel trade website

The 100% Pure New Zealand Specialist Programme is a core part of Tourism New Zealand's work with travel agents offshore and offers travel professionals the chance to build in-depth destination knowledge, get access to an exclusive logo highlighting their status and in turn, grow their New Zealand sales.

To talk to someone about working in a specific market, get in touch with the key contact in the relevant offshore office.

Inbound Tour Operator Marketing & Partnership Programme

Tourism New Zealand are pleased to announce an Inbound Tour Operator (ITO) Marketing and Partnership Programme to support ITOs to reconnect with off-shore buyers and accelerate the recovery of the tourism sector.  

Tourism New Zealand has introduced this initiative as part of its wider activity to support the Governments reconnecting plan. The programme is designed to support the recovery of the sector by partnering with ITO's to attend key offshore trade and business event events. This will help boost brand New Zealand’s presence at these events, leverage opportunities to reconnect with our buyers and build new buyer connections. This enables a fast start to converting pent-up demand into sales.   

Partnership opportunities will be based on Tourism New Zealand’s priority market approach and assistance will depend on assessment of each application.  ITO’s will be required to be a current Qualmark member and report on agreed metrics at 30 days, 12 months, and 24 months post-event. The partnership programme will run from February 2022 until June 2023, to support the industry in the tourism recovery phase.  

To apply for the ITO Marketing and Partnership Programme, please complete the ITO Marketing and Partnership Programme application form