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Tourism New Zealand has revealed a new campaign designed to lure international visitors year-round by highlighting two of our country’s most captivating offerings—its exceptional cuisine and stargazing opportunities.
In a recent media release, August 14, Tourism New Zealand say “Our strategy is to increase tourism revenue by $5 billion by 2028. “With this campaign, we’re proving that our cuisine is worthy of a star, or a billion of them, while showcasing our fantastic dark skies and winter experiences in key markets such as Australia, the US, and China, which are driving New Zealand’s tourism recovery.”
The initiative is grounded in strong consumer insights. New Zealand’s unique dark sky experiences are increasingly becoming a key motivator, with 70% of potential off-peak visitors highlighting it as a significant attraction. Meanwhile, food remains a central theme, capturing the interest of over 85% of travelers from New Zealand’s top markets.
Set against the backdrop of Kura Tawhiti at the foot of the Southern Alps, the campaign’s centerpiece is a pop-up restaurant, Pou-o-Kai. Here, media, tastemakers, and social media influencers from Australia, the US, and Southeast Asia gathered to savour New Zealand’s best cuisine under the stars. Guests included Australian food critic Sofia Levin, Ashley Day of the US’ Food and Wine, and representatives from Travel + Leisure Southeast Asia. They will share their unique experiences with their audiences, showing a menu meticulously crafted by New Zealand chef Ben Bayly, using locally sourced produce from across the country.
In addition to highlighting New Zealand’s stellar culinary and stargazing experiences, the campaign includes a comprehensive suite of trade training resources aimed at boosting off-peak travel for travel agents. Further content will be shared on Tourism New Zealand’s social media channels and website where potential travelers frequently begin their journey planning.
Gratitude was also expressed to ChristchurchNZ and mana whenua Te Ngāi Tūāhuriri, whose partnership was integral to the success of this activity.
For those in the industry looking to amplify this initiative, an industry toolkit has been developed. This resource enables stakeholders to leverage the campaign’s momentum through their own channels, promoting New Zealand as a premier destination for both culinary and stargazing experiences.
This campaign arrives on the heels of the 25th anniversary of the iconic 100% Pure New Zealand campaign—a milestone that has shaped New Zealand’s tourism identity.
As Tourism New Zealand says “We are committed to continuing to evolve the campaign to keep inspiring visitors to choose New Zealand now and in the future. Bring on the next 25 years!”
