Kia ora THE
Tourism New Zealand has launched a new campaign featuring Aotearoa New Zealand’s cuisine and stargazing to grow year-round and off-peak visitation to New Zealand.
The activity is aligned with our strategy to grow tourism by $5 billion by 2028, by building desire for Aotearoa New Zealand as a compelling destination for international visitors all-year round.
With this campaign we’re proving that our cuisine is worthy of a star, or a billion of them, while showcasing our fantastic dark skies and winter experiences in our key markets such as Australia, the US and China which are driving New Zealand’s tourism recovery.
The activity is driven by the consumer insights that New Zealand’s dark sky offering is increasingly important to 70% of potential off-peak visitors and that food is the number one topic of interest for over 85% of travellers from our top markets.
Set beneath Kura Tawhiti at the foot of the Southern Alps, the campaign content features a pop-up restaurant called Pou-o-Kai, where media, tastemakers and social media advocates from TNZ’s key markets gathered to experience some of New Zealand’s best cuisine and stars. The guests included Australian food critic Sofia Levin, Ashley Day of the US’ Food and Wine and Travel + Leisure Southeast Asia. They will share their experiences from their time in New Zealand and the event, which included produce sourced from across the country for a unique menu prepared by acclaimed New Zealand chef Ben Bayly.
The campaign includes New Zealand’s stargazing and culinary experiences from all over the country, as well as a comprehensive suite of trade training resources focused on growing off-peak visitation for travel agents, and content on TNZ’s social media and newzealand.com which potential travellers use to plan their trip.
I’d like to thank ChristchurchNZ and mana whenua Te Ngāi Tūāhuriri who we worked in partnership with on the activity.
We have also put together an industry toolkit for those who would like to leverage the activity through your own channels to promote destination New Zealand’s world-class cuisine and dark sky experiences.
The campaign follows the recent celebration of 25 years of the 100% Pure New Zealand campaign. This is a milestone I am extremely proud of. I'd like to acknowledge New Zealand's tourism industry for bringing 100% Pure New Zealand to life everyday through your experiences and engagement with our international visitors. Thank you.
We are committed to continuing to evolve the campaign to continue to keep inspiring visitors to choose New Zealand now and in the future. Bring on the next 25 years!
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