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New Zealand’s tourism industry has lost one of its greats. George Hickton – the visionary behind the birth of the 100% Pure New Zealand campaign – has passed away, leaving behind a tourism legacy.
For many working in, around, or inspired by New Zealand’s visitor economy, George wasn’t just a name on a campaign — he was the campaign. When he took the reins of Tourism New Zealand in 1999, he didn’t just market a destination, he helped shape NZ’s national identity on the global stage. 100% Pure New Zealand wasn’t a slogan it was a story, and 25 years on, it remains one of the most well-known destination brands in the world.
But George’s influence didn’t stop at Tourism New Zealand. After a decade leading the organisation, he carried that same energy and vision into a number of governance and advisory roles including chair of Wētā Workshop, Hawke’s Bay Tourism, and Kāpiti Coast’s Tourism Advisory Board, and Board Member for Te Puia, Waimangu, and Hobbiton.
He went on to establish New Zealand Employment and Income Support Services (WINZ) and brought extensive leadership experience from the motor industry, where he served as Sales and Marketing Director for Honda NZ. His impact was recognised with the Sir Jack Newman Award and a place in the New Zealand Marketing Hall of Fame.
To all that knew George, he was genuinely invested in people and had a rare blend of leadership. He listened and he encouraged. And he knew how to bring the best out of those around him which might be his most impactful legacy – the people he mentored and the careers he shaped.
He believed in the power of tourism and worked tirelessly because he believed in what New Zealand had to offer the world.
His absence will leave a gap within tourism.
A service to celebrate George’s life will be held at 2pm on Thursday, October 9, at Gee & Hickton Funeral Directors, corner of Knights Road and Cornwall Street, Lower Hutt. A livestream will be available for those unable to attend, and messages can be shared via the funeral home’s website – www.legacy.com/nz/obituaries/thepost-nz/name/george-hickton-obituary?id=59662037
In lieu of flowers, donations can be made to the Cancer Society.
