Tourism New Zealand’s Latest Campaign Seeks to Boost Off-Peak Travel and Grow Tourism Revenue by $5 Billion by 2028

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Tourism New Zealand has unveiled an innovative initiative aimed at enhancing New Zealand’s appeal as a destination for gourmet dining and stargazing, working alongside local industry stakeholders to boost tourism throughout the year, particularly from March to November. This strategic effort seeks to not only double the nation’s exports but also increase tourism revenues by $5 billion by 2028.

“The campaign is strategically aligned to build desire for Aotearoa New Zealand as a compelling destination for international visitors all-year round. It is all part of helping build a resilient year-round sector, underpinned by international visitation as tourism continues to bounce back,” says Tourism New Zealand Chief Executive René de Monchy. 
 
“With this campaign we’re proving that our cuisine is worthy of a star or a billion, while showcasing New Zealand our fantastic dark skies and winter experiences in our key markets such as Australia, the US and China which are driving New Zealand’s tourism recovery.” 
 
“Stargrazing is based on consumer insight that New Zealand’s dark sky offering is increasingly important to 70% of potential off-peak visitors and for many visitors food is the number one topic of interest for 85% of potential travellers from our top markets,” de Monchy added. 

In collaboration with Christchurch NZ, the agency encouraged local enterprises to showcase their dark sky venues. This led to the creation of a unique event at the base of the Southern Alps, in the shadow of Kura Tawhiti, where the exclusive Pou-o-Kai pop-up restaurant was staged. This venue attracted prominent figures such as Australian food critic Sofia Levin, Ashley Day from the US’ Food and Wine, and representatives from Travel + Leisure Southeast Asia. These influencers experienced a specially curated menu by renowned chef Ben Bayly, featuring ingredients sourced nationwide, highlighting New Zealand’s culinary prowess under the stars.

The campaign is set to promote New Zealand’s stargazing spots and culinary delights nationwide, incorporating feedback from the event and the journeys of attendees across New Zealand. This initiative includes a robust set of trade training tools aimed at travel professionals to increase off-peak travel, supported by TNZ’s digital platforms and social media to help potential visitors plan their trips.

Chef Ben Bayly expressed enthusiasm about the opportunity to advance New Zealand’s hospitality industry on a global stage, reflecting on two decades of significant progress and innovation in the field.

“I’m also incredibly proud to be asked to do this pop-up, Pou-o-Kai, beneath Kura Tawhiti. 
  
“It’s the perfect time to shine a light on Aotearoa’s hospitality industry on the world stage, we have our own unique culture of hosting guests in New Zealand which we call manakitanga and the love of showcasing New Zealand as an extraordinary destination is in the DNA of every Kiwi!” 
 
“Stargrazing is a special campaign for Canterbury as it aligns with two key priorities of the region’s Destination Management Plan, culinary leadership and dark sky experiences. Canterbury’s advanced farming practices make it a unique destination for high quality food production, which is then artfully prepared by our talented community of chefs in Ōtautahi Christchurch,” says ChristchurchNZ Head of Visitor Economy Kath Low.