“This innovative approach to destination marketing offers millions of Minecraft fans the unique opportunity to virtually explore a range of iconic New Zealand locations. Players can then bring their adventures to life by planning and booking their next holiday to Aotearoa,” says Tourism New Zealand Chief Executive René de Monchy.

“The opportunity for New Zealand is huge. By tapping into Minecraft’s immense fan base, we expect this activity to drive growth for New Zealand’s economy by attracting $50 million in visitor spend this year.”

It’s anticipated that the activity will also generate $50 million in equivalent advertising value via media and social media exposure.

A Minecraft Movie's filming in New Zealand was made possible through the New Zealand Screen Production Rebate, which attract major global productions to film and create here. Warner Bros. accessed an additional incentive ‘uplift’ from the New Zealand Film Commission which enabled Tourism New Zealand to collaborate and supported the creation of the Aotearoa New Zealand DLC.

There’s great crossover between Minecraft users and Tourism New Zealand’s audience. There are 70 million people in Minecraft’s audience who are seriously considering a visit to New Zealand from our key tourism markets. Remarkably, 85% of these players are interested in experiencing Aotearoa New Zealand through Minecraft.

The ‘Aotearoa New Zealand DLC’ (downloadable content) is available for free on the Minecraft Marketplace and features six iconic locations across Aotearoa, New Zealand: Waitomo Caves, Te Puia Village in Rotorua, Kāpiti Island, Abel Tasman, Tekapō/Takapo and Patea/Doubtful Sound.

“The project creatively combines technology, gaming, culture, New Zealand’s otherworldly places, Māori culture, and people to present New Zealand to the vast Minecraft universe in an innovative way. This is something you haven’t seen from Tourism New Zealand before.”

“Tourism New Zealand will promote the collaboration in off-shore markets through travel agents and activations for consumers bespoke to each market. Specific Minecraft itineraries have been developed to help travel sellers sell holidays that allow visitors to experience the locations in person. In market activations will launch alongside A Minecraft Movie in April to harness the buzz created by the movie. We’ll be sharing more as the activations go live.”

The activity supports Tourism New Zealand’s four-year strategy by showcasing New Zealand as a year-round destination and highlights activities that can be enjoyed, or played, in any of New Zealand’s seasons.

“The game was developed in collaboration with tourism operators and mana whenua from the featured regions. It stands as the most recent and comprehensive example of Te Ao Māori being woven into a computer game, developed by Piki Studios with contributions from mana whenua, Te Puia, New Zealand’s Māori Arts and Crafts Institute, and New Zealand Māori Tourism.”

Tourism New Zealand worked with Piki Studios, an official Minecraft Partner and award-winning Māori game design studio, to build the DLC. Chief Business Operator Whetu Paitai led the development, working with Tourism New Zealand, the wider tourism industry and mana whenua (local Māori) from the regions depicted to create an authentic and fun experience.

Paitai says: “Working with Mojang on such an iconic game has been an incredible experience, filled with both excitement and responsibility. Developing the first ever Minecraft game for a destination, especially a place as close to my heart as New Zealand, feels immensely rewarding. However, it also comes with its own set of unique challenges.

“One of these was ensuring that the rich Whāraki (interconnected tapestry of stories, traditions, and cultural heritage) of our land and people was accurately and respectfully represented. We have been able to work with Mojang in a way that is very collaborative and respectful.

“Māori game development is growing, but our whanau (people) have to see models of that happening in front of them and this is what projects like this achieve.”

The player enters the game onto a marae and is welcomed by a mihi whakatau into a central hub, a wharenui. The wharenui was designed, named and gifted for the New Zealand Minecraft game by the expert carvers and designers at the New Zealand Māori Art and Crafts Institute at Te Puia.

Each location offers unique activities such as paddling a waka in Abel Tasman or stargazing in Tekapo/Takapō which can also be experienced in real life, providing a taste of what traveling around New Zealand would be like.

The game includes activities that promote positive traveller behaviours, developed in collaboration with Tiaki – Care for New Zealand. This initiative helps players learn how to travel around New Zealand with care and respect.