Tourism New Zealand has launched its latest global campaign, “Find Your 100%”, and it’s packed with potential for tourism operators across Aotearoa to amplify their own marketing. This campaign continues the iconic “100% Pure New Zealand” legacy, but with a fresh twist encouraging Kiwis and international visitors to explore what makes their personal 100%.
What does this mean for you? You can make this campaign work for your business - whether you're a boutique accommodation, tour operator, activity provider, or local attraction.
Below are 3 ways you can leverage the campaign to help grow your business and connect with your ideal audience!
1. Make It Your Own - 90% your story, 10% creativity
One of the most playful aspects of this campaign is...
Australia, New Zealand, and the South Pacific: Your moment is now!
As international travel patterns shift, a timely and compelling opportunity is emerging for tourism operators, destination marketing organisations (DMOs), and regional tourism organisations (RTOs): capturing the hearts of Canadian travellers.
Traditionally, the United States has been the top choice for Canadians heading abroad. But times are changing.
For the fourth month in a row, data from Statistics Canada has shown a decrease compared to same month year prior.
The data released 12 May 2025 showed the number of Canadians who had returned from the U.S. in April by vehicle totalled 1.2 million, a 35.2 per cent decline from what was seen the same month last year.
From TikTok to Instagram Reels, snackable and authentic content is one of the most powerful marketing tools for tourism businesses right now. It’s where travellers are dreaming, planning, and booking. But not everyone feels confident stepping in front of the camera. If you’re short on time, ideas, or technical know-how, this guide is for you.
Whether you run a scenic tour, a cosy lodge, or a surf school, here are 5 video ideas that are super simple, don’t require editing skills, and can be filmed on a smartphone. Your first (or next!) video should be fun, not stressful.
Why Short-Form Video Matters in Tourism
Travellers trust real content. They want to see what a place actually looks and feels in an unfiltered and...
We know sequels usually get a bad rap. But this one? It’s the exception. In Part 1, we unpacked the White Lotus Effect and looked at how shows like The White Lotus, The Lord of the Rings, and even Minecraft are sending travellers into booking frenzies.
Now in Part 2, it’s time for the real star...you! Let’s dive into how you can leverage that screen-to-scene momentum and turn pop culture into profit.
1. Get Camera-Ready Before the Hype Hits
Be the savvy local who knows a big production is brewing before it airs.
Keep your ear to the ground. Follow local film offices, production announcements, and tourism news.
Start crafting content early. “Did you know [insert location] was used in XYZ show?” blogs or teaser Reels can help you ride the wave before it...
Peoples lives are increasingly hectic and non-stop, and as a result more travellers are seeking experiences that allow them to slow down, connect deeply with a destination, and travel with greater intention. This is now being referred to as "Slow Travel".
At its heart, slow travel is about quality over quantity. It’s not about ticking off a list of top 10 attractions - it's about immersing yourself in the culture, savouring the moments, and leaving a lighter footprint behind. Phil Dengler, a co-founder of travel information site The Vacationer suggests this to travellers wanting to slow down on their travels:
“Your to-do list should be very short or non-existent,” Dengler said. “Either come with a plan to spend most of your time at only a few locations or take...
Social media is your passport to the world. If you’re in the tourism business, you’re sitting on a goldmine of opportunities to connect, inspire, and engage with future travellers. But here’s the thing – it’s not about being on every platform. It’s about choosing the right ones and using them strategically to tell your story. So, let’s break it down! Here are five key social media platforms you should have in your marketing toolkit and why they’re perfect for your tourism business.
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