It was a year of dramatic change for Tourism New Zealand with an expanded presence in South America and the Philippines, leadership changes, challenges associated with the Kaikoura earthquake, the establishment of a significant partnership with the Department of Conservation to enhance the visitor experience on the DOC estate, 2017 DHL New Zealand British and Irish Lions Series promotions, and changes around the organisation’s strategic marketing focus.
Tourism New Zealand chair Kerry Prendergast, and chief executive Stephen England-Hall
One of our key objectives for FY17 was to continue our work in shifting the seasonal profile of arrivals by investing all marketing funds into promoting New Zealand holidays in the shoulder and off-peak seasons. We are thrilled to see this working with a combined 13.1% increase in spring 2016 and autumn 2017 arrivals against peak summer growth of 8.3%.
We began the year launching a new 100% Pure New Zealand campaign with Hollywood director James Cameron and his wife Suzy Amis Cameron sharing their personal stories and insights while exploring some of our most beautiful places. Australian supermodel and actress Megan Gale continued as our ambassador promoting spring and autumn holidays to Australian cyclists, and Pete’s Dragon lead actress Bryce Dallas Howard has now joined Tourism New Zealand as an ambassador.