Tourism New Zealand’s new 100% Pure New Zealand campaign showcases the beautiful landscapes, inspiring activities, and welcoming people that make New Zealand a 100% successful choice for incentives.
The campaign brings the iconic 100% Pure New Zealand brand to the front and center, inviting manuhiri (visitors) to find their 100%. Tourism New Zealand Chief Executive René de Monchy said: “This is our call for people around the world to be totally connected, present, inspired and fulfilled in one of the world’s most breathtaking destinations.”
The campaign features dozens of regions and experiences from across the country, such as whale watching and creative culinary experiences in Kaikōura, sampling world-class food and wine in Queenstown, Hump Ridge track hiking in Fiordland, exploring Hobbiton in Matamata, and enjoying Auckland’s Tiritiri Matangi wildlife haven.
“However you plan your incentive program in Aotearoa New Zealand, your group will leave 100% fulfilled,” says Tourism New Zealand Global Manager Business Events Penelope Ryan. “Whether you want 20% adventure and 80% relaxation, or 50% nature and 50% vibrant culture, you’ll find your group’s 100% Pure New Zealand.”
Ryan points to recent Destination INsite research that shows event planners are increasingly choosing safe and inclusive incentive destinations that they have not used before.
“New Zealand is politically stable, multicultural, and renowned for its warm welcome. It’s easy to get to and do business with. We’d love to discuss the tailored funding and support we offer for business events.”
She notes New Zealand is closer for North American buyers than many Asian destinations and similar in travel time to many European cities.
“North America is our second largest visitor market, with arrivals now ahead of pre-pandemic figures. Direct flight access between North America and New Zealand is at an all-time high.
“For many in North America, New Zealand is one overnight flight away. Visitors can enjoy an onboard meal and a sleep before waking in New Zealand for a program encompassing epic scenery and activities, fine food and wine, wellness experiences in nature, and an authentic connection with Māori culture.”
Tourism New Zealand worked alongside iwi, regional tourism operators and the wider industry to create the campaign, and will continue to take a collaborative approach on campaign-related activity over the coming months.
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