Tourism New Zealand is an international marketing agency responsible for marketing ‘destination New Zealand’ offshore. We market in 12 countries around the world, through more than 100 staff in 16 offices.
Our Wellington based trade marketing team look after the needs of the travel trade who sell destination New Zealand in a variety of ways. We organise familiarisation trips, provide product updates and assist in the development of the New Zealand travel offer.
Some of our activities include trade training, itinerary, regional and product workshops and marketing support for specific sectors such as cruise. We're also responsible for managing trade tools such as our trade website, product updates and collateral such as training DVDs.
Our offshore offices focus on managing our relationship with the travel trade, organising trade events and providing training and day to day marketing support for key partners in each of our key markets.
Our vision is to have New Zealand known as the ultimate destination for interactive travellers. Tourism New Zealand’s mission is to motivate our target market to come now, to do more, and to come back. We aim to achieve this by:
- Targeting visitors who will improve the value of inbound visitor business to New Zealand
- Developing the 100% Pure campaign to establish New Zealand as the ultimate holiday destination for our target market
- Focussing on our relationships with the international distribution channels to better service the needs of our target market
- Managing systems in New Zealand to influence the quality of the visitor experience
Tourism New Zealand’s staff offshore work in conjunction with the marketing team in New Zealand to implement the 100% Pure New Zealand global marketing campaign in-market. Networking and making contacts with the industry and media offshore, they also provide an information service on New Zealand to consumers and trade from their offices. This includes organising New Zealand’s presence at travel and trade events.
With limited resources, Tourism New Zealand relies on working with the industry to maximise the impact of our marketing activity. Working together with our international partners is an effective way in which New Zealand can maximise our impact on our target visitor. Visit our corporate website to find out more on our operational structure and governance.
The Environment and Tourism
Environmental protection is an important issue for the tourism industry in New Zealand. Our natural landscapes motivate our visitors to come here. Over the last 100 years we have faced the challenge of ensuring our environment lives up to visitor expectations.
With rising global awareness of climate change and the New Zealand government’s aspiration of becoming carbon neutral, environmental concerns have escalated which means we are facing new challenges. For tourism, the release of the Tourism Strategy 2015 has formalised our commitment to environmental protection as part of our goal of being a leading contributor to a sustainable New Zealand economy.
Qualmark, one of our subsidiaries, is New Zealand tourism’s quality assurance system. Qualmark's new environmental criteria encourages tourism product operators to incorporate environmentally and socially responsible practices into their businesses.