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Fresh from being named one of the world’s most welcoming places by Booking.com, Taupō is doubling down on its reputation with the launch of its provocatively simple winter campaign: “Welcome.”
The region’s tourism body, Destination Great Lake Taupō, has partnered with Town Centre Taupō to invite domestic travellers to experience the legendary hospitality that earned the destination its global recognition.
“This isn’t just another tourism campaign,” says DGLT head of marketing and communications Jolie Hurdley.
“It’s an invitation to become temporary locals in a place where the welcome is as warm as our geothermal hot pools.”
The “Welcome” campaign strategically targets winter visitors by showcasing the insider experiences that make Taupō both an exceptional place to live and visit. Rather than an exhaustive list of attractions, the campaign focuses on curated moments that define the Taupō experience—steamy thermal soaks against a winter landscape, intimate lakeside dining with mountain views, and boutique shopping discoveries.
Taupō’s approach flips traditional tourism marketing by revealing the “not-so-secret secrets” locals’ treasure: where to find the perfect morning coffee with a lake view, which hiking trails offer the most rewarding scenery, and how to time an afternoon cruise to the Ngātoroirangi Mine Bay Māori Rock Carvings for sunset.
The campaign launches ahead of the critical winter tourism season, positioning Taupō as the premium destination for those seeking a winter escape that balances adventure with comfort and authenticity.
