New Zealand has been voted ‘Best Destination’ by readers in the Telegraph Travel Awards announced this morning in the UK.

Telegraph Group Travel Editor Graham Boynton said his readers had busy lives and liked New Zealand’s old-fashioned values and shared culture.

"People like the friendliness of the people, the serenity and the beautiful, unspoilt environment of New Zealand. They can get in tune with the place and relax with the people," he said.

Mr Boynton added that New Zealand was a place people visited not for a few days, but for a few weeks, "to become part of things".

The Telegraph has a readership of 2.5 million and a circulation of 1.2 million on Saturday.

Last month New Zealand won the Virgin Holidays Responsible Tourism Awards, being named 'Overall Winner' as well as 'Best Destination'.

In October, New Zealand won the Observer/Guardian Reader's Travel Awards for favourite long-haul destination.

Tourism New Zealand has just launched the new $7.3 million ‘What Do You Say UK?’ campaign, which recently rated in the top-10 for advertising recall.

The Giant Rugby Ball venue was also opened last night by Prime Minister John Key and visited by Queen Elizabeth II, London Mayor Boris Johnson and the All Blacks rugby team.

"New Zealand’s profile has never been higher in the UK than it is at the moment and this is the icing on the cake of a huge week," Tourism New Zealand chief executive George Hickton said.

"We never take these awards for granted and the New Zealand tourism industry is always looking for ways to improve people’s time in New Zealand to send them away with great stories to tell their friends and family," Mr Hickton added.

For further information contact: