Tourism New Zealand is the organisation responsible for marketing New Zealand to the world as a tourist destination. The major tool we use to do this is the 100% Pure New Zealand marketing campaign, a campaign that has evolved over the past 20 years to make New Zealand one of the world's most well-respected and well known tourism brands.

We have a team of around 150 staff in NZ and across the globe. We are the oldest tourism marketing department in the world.

To ensure tourism enriches our home and gives back more than it takes, we target visitors from 15 key markets who we know will stay longer, visit outside of peak season, spend more and visit more regions. This spreads the benefits of international tourism across the country and across the year.

Following the global Covid-19 outbreak, Tourism New Zealand was asked to help support domestic tourism.

Our main marketing tool is the 100% Pure New Zealand campaign, created in 1999. It is used in all of our activity.

Once here, it’s important our visitors have a great experience, so we also provide guidance to them about travelling safely and caring for our home, people and culture.