Stephen England-Hall at TRENZ making the announcement Stephen England-Hall at TRENZ making the announcement

Tourism NZ’s plans to enrich NZ

Tourism New Zealand aims to grow the visitor spend in the regions by $1 billion per annum (from 2023), and has also announced changes to its 100% Pure Tourism New Zealand brand. ‘Tourism New Zealand will help regional tourism grow by $1 billion per annum more than current numbers by developing, implementing and promoting strategies that are inclusive of our regions as well as the gateways that connect them to the world,’ says Stephen England-Hall, chief executive. ‘Over the coming months Tourism New Zealand will source and share new valuable visitor insights with industry and government to guide decision making and identify opportunities.’


There will also be a brand refresh for TNZ. ‘The brand is incredibly successful, showcasing the country’s landscapes and scenery and has worked because it reinforces the key reasons visitors choose New Zealand,’ says England-Hall. However, he says what it doesn’t do is showcase New Zealand’s people and culture, their way of being and the warm welcome they extend. ‘This is what we know stays with people after they have visited, and becomes the essence of our brand that people share and talk about long after they return to their country,’ he says. Tourism New Zealand is working with Māori Tourism and will talk to a range of stakeholders over the coming months to incorporate people and culture into New Zealand’s tourism brand. ‘Our people and culture are diverse and multifaceted and we need to make sure we capture this authentically and deliver something Kiwis will embrace,’ he says. ‘It’s very easy to screw up so we’re taking our time to make sure we are doing it right.’