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Tourism New Zealand

January 01, 1970

Tourism New Zealand is the marketing agency responsible for promoting New Zealand as a tourism destination internationally. It is the trading name of the New Zealand Tourism Board,[1] a Crown entity established under the New Zealand Tourism Board Act 1991. The Ministry of Business, Innovation and Employment; (previously the New Zealand Ministry of Tourism) is the government department tasked with tourism policy and research.

The mountainside resort town of Queenstown

In undertaking this promotion, it has a stated objective to contribute to New Zealand's well-being across four pillars: the Economy, Nature, Culture, and Society.[2]

History edit

 
A New Zealand tourism poster from the 1960s.

New Zealand was the first country to dedicate a government department to tourism. In 1901, the Department of Tourist and Health Resorts came into being. Through most of the 20th century, its role was tactical - running hotels and putting together itineraries around New Zealand as well as advertising.[3] The organisation now known as Tourism New Zealand focuses on marketing New Zealand.[4]

International tourism has grown to become New Zealand's largest earner of foreign exchange,[5] pumping around NZD14.5 billion annually into the nation's economy. Over 3.4 million visitors arrive in the country every year.

To achieve the best results Tourism New Zealand focuses marketing activity in core markets. The largest number of international visitors to New Zealand arrive from Australia, China and the USA.

In October 2017 Lonely Planet named New Zealand in the Top 10 countries to visit in 2018.[6]

Prior to the Covid-19 Pandemic tourism was New Zealand's single largest export industry, adding approximately 40.9 Billion dollars to the economy and directly employing approximately 8.4% of New Zealand's total workforce.[7]

Leadership edit

As a Crown Entity, Tourism New Zealand is governed by a board chaired by Jamie Tuuta, who work alongside an executive team led by Chief Executive René de Monchy to promote New Zealand in key markets as a visitor destination.[8] As part of the wider Tourism sector which includes the Ministry of Business, Innovation and Employment as well as numerous Regional Tourism Organisations their priorities are set by the Minister of Tourism, Matt Doocey.[9]

"100% Pure New Zealand" edit

 
Aoraki / Mount Cook

The main marketing tool of Tourism New Zealand is the award-winning "100% Pure New Zealand" campaign, which had its ten-year anniversary in 2009.

The brand has attracted debate at times from scientists such as Mike Joy, environmentalists, and the Green Party who see the 100% Pure brand as an environmental statement.[10]

Tourism New Zealand markets New Zealand using the 100% Pure New Zealand marketing campaign.

Social media edit

Tourism New Zealand set up a YouTube channel in 2007 to launch the latest iteration of its 100% Pure New Zealand campaign It has featured the theme of New Zealand being the 'Youngest Country' in the world - the last major habitable landmass to be discovered.[11]

Tourism New Zealand also has an Instagram account. Its #NZMustDo hashtag has attracted over 500,000 images and has over 600,000 followers. All content is user generated.

See also edit

References edit

  1. ^ Tourism New Zealand (New Zealand Tourism Board), Directory of Official Information, Ministry of Justice, 2007
  2. ^ "What we do". www.tourismnewzealand.com. Retrieved 20 June 2023.
  3. ^ 100% Pure Progress publication 2010-01-04 at the Wayback Machine Tourism New Zealand Corporate Website, published 2001
  4. ^ Corporate Overview (from the Tourism New Zealand corporate website. Retrieved 2007-09-30)
  5. ^ "Regions benefit as tourism confirmed as New Zealand's top export".
  6. ^ "New Zealand named in Lonely Planet's Best of Travel for 2018".
  7. ^ "What we do". tourismnewzealand.com. Retrieved 20 June 2023.
  8. ^ "Who we are". www.tourismnewzealand.com. Retrieved 20 June 2023.
  9. ^ "What we do". www.tourismnewzealand.com. Retrieved 20 June 2023.
  10. ^ Anderson, Charles (16 November 2012). "New Zealand's Green Tourism Push Clashes With Realities". The New York Times. Retrieved 18 March 2016.
  11. ^ "1 million people view Tourism New Zealand commercial on YouTube Archived 2013-02-04 at archive.today" - Tourism New Zealand website feature, 14 November 2007

External links edit

  • Tourism New Zealand (corporate website)
  • Tourism New Zealand (traveller's website)
  • Tourism New Zealand (international travel trade website)
  • Tourism New Zealand (international media website)

January 01, 1970
tourism, zealand, marketing, agency, responsible, promoting, zealand, tourism, destination, internationally, trading, name, zealand, tourism, board, crown, entity, established, under, zealand, tourism, board, 1991, ministry, business, innovation, employment, p. Tourism New Zealand is the marketing agency responsible for promoting New Zealand as a tourism destination internationally It is the trading name of the New Zealand Tourism Board 1 a Crown entity established under the New Zealand Tourism Board Act 1991 The Ministry of Business Innovation and Employment previously the New Zealand Ministry of Tourism is the government department tasked with tourism policy and research The mountainside resort town of Queenstown In undertaking this promotion it has a stated objective to contribute to New Zealand s well being across four pillars the Economy Nature Culture and Society 2 Contents 1 History 2 Leadership 3 100 Pure New Zealand 3 1 Social media 4 See also 5 References 6 External linksHistory edit nbsp A New Zealand tourism poster from the 1960s New Zealand was the first country to dedicate a government department to tourism In 1901 the Department of Tourist and Health Resorts came into being Through most of the 20th century its role was tactical running hotels and putting together itineraries around New Zealand as well as advertising 3 The organisation now known as Tourism New Zealand focuses on marketing New Zealand 4 International tourism has grown to become New Zealand s largest earner of foreign exchange 5 pumping around NZD14 5 billion annually into the nation s economy Over 3 4 million visitors arrive in the country every year To achieve the best results Tourism New Zealand focuses marketing activity in core markets The largest number of international visitors to New Zealand arrive from Australia China and the USA In October 2017 Lonely Planet named New Zealand in the Top 10 countries to visit in 2018 6 Prior to the Covid 19 Pandemic tourism was New Zealand s single largest export industry adding approximately 40 9 Billion dollars to the economy and directly employing approximately 8 4 of New Zealand s total workforce 7 Leadership editAs a Crown Entity Tourism New Zealand is governed by a board chaired by Jamie Tuuta who work alongside an executive team led by Chief Executive Rene de Monchy to promote New Zealand in key markets as a visitor destination 8 As part of the wider Tourism sector which includes the Ministry of Business Innovation and Employment as well as numerous Regional Tourism Organisations their priorities are set by the Minister of Tourism Matt Doocey 9 100 Pure New Zealand edit nbsp Aoraki Mount Cook The main marketing tool of Tourism New Zealand is the award winning 100 Pure New Zealand campaign which had its ten year anniversary in 2009 The brand has attracted debate at times from scientists such as Mike Joy environmentalists and the Green Party who see the 100 Pure brand as an environmental statement 10 Tourism New Zealand markets New Zealand using the 100 Pure New Zealand marketing campaign Social media edit Tourism New Zealand set up a YouTube channel in 2007 to launch the latest iteration of its 100 Pure New Zealand campaign It has featured the theme of New Zealand being the Youngest Country in the world the last major habitable landmass to be discovered 11 Tourism New Zealand also has an Instagram account Its NZMustDo hashtag has attracted over 500 000 images and has over 600 000 followers All content is user generated See also editTourism in New ZealandReferences edit Tourism New Zealand New Zealand Tourism Board Directory of Official Information Ministry of Justice 2007 What we do www tourismnewzealand com Retrieved 20 June 2023 100 Pure Progress publication Archived 2010 01 04 at the Wayback Machine Tourism New Zealand Corporate Website published 2001 Corporate Overview from the Tourism New Zealand corporate website Retrieved 2007 09 30 Regions benefit as tourism confirmed as New Zealand s top export New Zealand named in Lonely Planet s Best of Travel for 2018 What we do tourismnewzealand com Retrieved 20 June 2023 Who we are www tourismnewzealand com Retrieved 20 June 2023 What we do www tourismnewzealand com Retrieved 20 June 2023 Anderson Charles 16 November 2012 New Zealand s Green Tourism Push Clashes With Realities The New York Times Retrieved 18 March 2016 1 million people view Tourism New Zealand commercial on YouTube Archived 2013 02 04 at archive today Tourism New Zealand website feature 14 November 2007External links editTourism New Zealand corporate website Tourism New Zealand traveller s website Tourism New Zealand international travel trade website Tourism New Zealand international media website Retrieved from https en wikipedia org w index php title Tourism New Zealand amp oldid 1221021569, wikipedia, wiki, book, books, library,

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