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100% Pure New Zealand Campaign Gets $5.5m Relaunch

The New Zealand government launched a $5.5 million 100% Pure New Zealand tourism campaign today across global social media and US paid media channels.
The new campaign, developed over six months, succeeds the If You Seek initiative from 2022 and aims to drive bookings among 155 million prospective tourists across 15 international markets.
Alongside the campaign, the government announced a $35 million investment on June 10, 2025, to implement the first phase of a Tourism Growth Roadmap focused on sustainable sector growth.
Tourism Minister Louise Upston highlighted that overseas travelers contribute billions of dollars to New Zealand's economy, with this year's budget allocating $6 million towards marketing in emerging markets and $5 million dedicated to supporting major events.
The roadmap aims to return visitor arrivals to 3.89 million by 2026 and double tourism export value to about $19.8 billion by 2034 while supporting infrastructure and community capacity.

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NZ Herald

Center

100% Pure New Zealand campaign gets $5.5m relaunch

Tourism New Zealand is encouraging international visitors to “find their 100% Pure New Zealand” as it launches a $5.5 million revamped global marketing...

3 days ago·Auckland, New Zealand

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World News

Center

Tourism New Zealand Invites The World To Find Their 100% Pure New Zealand In New ...

Tourism New Zealand Chief Executive René de Monchy said: “This is our call for people around the world to be totally connected, present, inspired and fulfilled in one of the world’s most breathtaking destinations.” ...

3 days ago·United States

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RNZ

Center

Plan to double tourism value by 2034 unveiled

The government has unveiled how it plans to double the value of tourism exports by 2034 and boost visitor numbers.

4 days ago·New Zealand

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Otago Daily Times

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Plan to double tourism value by 2034 revealed

Tourism and Hospitality Minister Louise Upston. Photo: RNZ The government has unveiled how it plans to double the value of tourism exports by 2034 and boost visitor numbers.

4 days ago·Otago, New Zealand

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Devdiscourse

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NZ Launches $35M Tourism Growth Roadmap to Double Sector's Value

The roadmap’s funding comes from the International Visitor Conservation and Tourism Levy (IVL), a charge applied to most international visitors to New Zealand.

4 days ago·India

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scoop.co.nz

Lean Left

More Funding To Grow International Tourism

“Recent tourism funding has been about boosting visitor numbers. As those higher numbers become established, the Roadmap will shift over time to focus more on supporting communities to look after them well,” Tourism and Hospitality Minister Louise Upston ...

5 days ago·Wellington, New Zealand

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