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In an era where travel planning is increasingly shaped by digital convenience and personalised discovery, Tourism New Zealand is doubling down on its mission to promote Aotearoa as a must-visit destination in key international markets — and it’s doing so by tapping into how visitors want to explore the country: at their own pace and on their own terms.
Tourism New Zealand representatives says their marketing efforts aim to capture the attention of global travellers by highlighting New Zealand’s diverse range of experiences, including the freedom and flexibility of self-drive holidays. This pairs perfectly with visitor preferences with data from the June 2025 Active Considerer Monitor revealing that 73% of those contemplating a trip to New Zealand are keen on road trips, with 52% drawn by the lure of the country’s landscapes and natural scenery.
These ‘Active Considerers’, as defined by Tourism New Zealand, are travellers who find the country highly appealing, have it on their radar as a preferred destination within the coming years, and are financially ready to make it happen. It’s a group that wants the full “100% Pure New Zealand” experience — and is willing to go the extra mile, literally, to get it.
To support this growing demand, a new Experience Planner has been launched, offering personalised itinerary suggestions based on the traveller’s interests. It’s a move that speaks to a wider trend across the tourism industry and one also reflected in the rise of eSIM technologies and AI-powered planning tools as seen in recent reports where visitors are increasingly seeking independence, spontaneity and tech-enabled convenience.
Yet, the campaign isn’t just about what visitors can do — it’s also about how they do it. Recognising the challenges created by long drives and remote terrain, Tourism New Zealand believes in its commitment to kaitiakitanga (guardianship) through the Tiaki Promise.
By blending old-school adventure with modern-day digital tools, Tourism New Zealand is not just selling a destination, it’s shaping a mindset that says explore freely, plan wisely, and tread lightly.
