BACK TO THE FUTURE - 100% PURE NEW ZEALAND RETURNS.

Positioning Brand New Zealand to Drive Our Tourism Industry Forward! Let's Go!

100% Pure New Zealand: A Fresh Start for Tourism

Tourism New Zealand has officially returned to its iconic global brand position: 100% Pure New Zealand. As proud New Zealanders, we can't express how excited we are about this strong brand platform. This campaign represents a renewed focus and comes with a budget of $5.5 million. In today's media landscape, that’s a significant investment.

The creative team has cleverly repositioned 100% Pure to emphasize the experiences it offers. This shift moves away from environmental claims, which, over the years, faced criticism. The previous branding strategy, “If You Seek,” was decent and had its moments, especially when it implied “You will Find,” although it lacked the strong ownership of the 100% Pure brand.

There’s a wealth of brand equity wrapped up in 100% Pure New Zealand. It’s high time we leverage that.

A Legacy of Tourism

It’s vital to understand that both "100% Pure New Zealand" and its predecessor "If You Seek" are designed to be enduring brand platforms. They stand apart from tactical initiatives like the “Everyone Must Go” campaign launched in early 2025 to attract Australian visitors. This is why the considerable financial backing for this campaign feels justified. The initial responses have been overwhelmingly positive. As New Zealanders, we are vocal when displeased, but our silence about 100% Pure New Zealand speaks volumes—we love it.

The 100% Pure branding sends us back to the golden days of tourism. Picture the Lord of the Rings, Air New Zealand planes decorated with Hobbits, giant inflatable rugby balls at events, and the Rugby World Cups. Cycling dreams from Cape Reinga to Bluff marked an era of unforgettable experiences. It was a magical time, and the brand's timing was impeccable.

Revival of Visitor Numbers

When 100% Pure launched in 1999, we welcomed about 1.6 million visitors annually. By 2010, that number rose to 2.5 million, and by 2019, we reached over 3.9 million international arrivals. At that point, tourism contributed 6.1% of New Zealand's Gross Domestic Product (GDP), amounting to $15.9 billion. This doesn't account for the multitude of jobs and local economies supported by the tourism sector. Those days were indeed glorious!

Then, in a dramatic twist, the world came to a halt. COVID-19 disrupted everything. Tourism faced a standstill as borders closed, and we've been slowly resurrecting our industry since.

Current Trends and Challenges

Currently, we see about 3.6 million visitors per year. This number is encouraging but still below our previous highs. Specifically, we need to focus on key source markets such as Australia, China, USA, and UK. While these visitors are returning, they aren't spending as much as before. In 2024, total spending dropped to $11 billion, nearly 40% lower than the peak of $17 billion.

There’s hope, especially as Chinese visitor numbers slowly increase. However, they remain far from matching the 2019 levels when upwards of 409,000 Chinese visitors contributed over $1.7 billion to New Zealand's economy. For more insights, check out this article from RNZ.

Rallying Behind a Central Idea

Strong, central organizing ideas can wield incredible influence. If we can unite around 100% Pure, we just might capture the hearts of at least 150 million potential travelers worldwide. If they choose to book a trip, we are all for it—100%.

To support this growth, various government initiatives are in place. The Tourism Growth Roadmap includes measures such as a Digital Nomads Visa and a Visa Waiver Trial for Chinese visitors arriving through Australia. The government has set three key objectives:

1. Reach 3.89 million visitors by 2026.

2. Double tourism exports in value to $19.8 billion by 2034.

3. Increase employment within the hospitality and tourism sectors.

   
   

Conclusion: The Appeal of New Zealand

Given the current global climate, experiencing 100% Pure New Zealand has never been more attractive. Whether you're seeking stunning landscapes, adventure, or cultural experiences, New Zealand has it all.

As we navigate this exciting journey, we hope for the best. Together, let’s support the revival of our tourism industry.

(📤 Given These Guys I Know’s passion for the New Zealand tourism sector, we’ll be monitoring this situation closely in the upcoming months. If you want to stay updated, subscribe here!)

---wix---