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Christchurch is back onto screens across North America – and they’re ready to turn that airtime into arrivals.
The Amazing Race US has returned to New Zealand for a fourth time, with Christchurch featuring in season 39. The series sees 13 teams racing across five continents and nine countries for US$1 million.
Christchurch-raised host Phil Keoghan is bringing the show to his former hometown, helping to put the city in front of the show’s North American audience.
And that audience is the prize. Destination head Kath Low says the episode shows exactly what North American travellers come to New Zealand for.
“Visitors from the US and Canada relish authenticity, nature, culture and adventure and there’s no doubt this episode oozes all of those attributes fabulously,” she says. “Showcasing this via such a reputable production not only builds our profile but also shines a light on New Zealand and why this little country is so worth the journey.”
ChristchurchNZ was part of the episode from the beginning but isn’t saying who makes it through.
“We were involved in the initial scoping, pitching and then operator introductions as well as various logistics activity,” Kath says. “We can’t divulge the operators – you’ll need to watch the episode!”
But ChristchurchNZ isn’t relying on the episode alone to bring in visitors. It’s working with partners to turn North American viewers into bookings
“Alongside Air New Zealand, Tourism New Zealand, Christchurch Airport and trade partners, we’re continuing to drive awareness and conversion through marketing activity, trade famils, webinars and in-market sales engagement,” Kath says. “Success will ultimately be measured by increasing visitation from the US and Canada.”
Host, Phil promised to bring the show back once Christchurch was rebuilt after the 2011 earthquake. Fifteen years on, he’s kept his word, and viewers will see a very different city from the one that made world headlines.
“Being featured on a global platform like The Amazing Race is recognition of how far Christchurch has come,” Kath says. “Audiences will see a city that has embraced change, celebrates its cultural identity, and has emerged as a vibrant, modern destination where Māori culture is an integral part of the visitor experience.”
For local operators, the benefit could last well beyond one episode.
“This is a great opportunity for local operators, with The Amazing Race showcasing Christchurch and Canterbury to millions of potential visitors,” Kath says. “Canterbury is a sought-after screen destination, thanks to the unique combination of diverse landscapes, alpine and coastal environments, and a vibrant city all within a short distance of each other. That accessibility makes it incredibly easy for productions to film here, while also inspiring future travel through screen tourism.”
