“IF YOU SEEK has been incredibly successful over the last two years supporting tourism recovery. Tourism is now New Zealand’s second largest export earner, and it’s important we maintain that momentum. Our focus now is on inspiring travellers to choose Aotearoa New Zealand at all times of the year,” Tourism New Zealand Chief Executive René de Monchy said. 

“The campaign has helped drive record high preference for New Zealand as a visitor destination. We know 46% of people who are seriously considering visiting New Zealand have us as at the top of their bucket list. This puts Tourism New Zealand in a great position to convert that desire into bookings.” 

The refreshed content showcases New Zealand as a year-round destination, while being grounded in what makes us a special place to visit: our warm welcome, unique culture, stunning landscapes, and our world-class foodie experiences. 

The new content features regions and experiences from across the country, including Manea Footprints of Kupe and in Northland, West Coast beaches in Auckland, Waka Abel Tasman in Nelson/Tasman, Cloudy Bay in Marlborough and Skylark Cabin in the Mackenzie District.     

Tourism New Zealand’s new four-year strategy aims to grow international tourism by $5 billion to $13.2 billion by 2028, with 70% ($3.5 billion) of growth from off-peak visits. Mr de Monchy said growing off-peak tourism supports the government’s goal to double the value of exports over the next ten years and helps alleviate seasonal challenges faced by New Zealand’s tourism industry.   

Launched in August 2022, IF YOU SEEK was Tourism New Zealand’s first global campaign since borders opened.     

“The refreshed IF YOU SEEK campaign means our global brand activity is fit-for-the-future and will continue to work hard for us, showcasing the exceptional experiences Aotearoa New Zealand offers across all seasons.” 

Tourism New Zealand’s consumer website newzealand.com and trade channels will be refreshed with content focusing on tourism experiences best suited to off-peak seasons. Resources to support and educate trade partners on how to best to sell a New Zealand holiday between March - November will also be published.