Work to evolve the country’s destination brand to capture New Zealand’s unique people and culture alongside landscapes and scenery was announced in April.
Stephen England-Hall, chief executive, Tourism New Zealand, elaborated, “Tourism is an increasingly competitive market and New Zealand is a niche destination. To ensure we continue to attract high value visitors we need to highlight our unique point of difference and that is our people and culture.”
The four videos follow a couple as they take road trips across New Zealand’s regions. It seeks to inspire potential visitors by showcasing friendly locals guiding the couple through their journey around the country, ultimately embracing them like friends.