New Zealand Tourism

What New Zealand Tourism does

Tourism New Zealand (legal entity: New Zealand Tourism Board) is a New Zealand Crown entity that serves as the Government's official international tourism promotion body. It does not sell tourism services directly but funds, designs, and runs marketing campaigns and information infrastructure that drive inbound leisure tourism, education-related visits, and foreign direct investment leads. Its core products are the 25-year "100% Pure New Zealand" brand campaign, the newzealand.com website platform localized across 12+ country-specific sites, the FernMark government-backed country-of-origin accreditation program, and a national network of 50+ isite Visitor Information Centres. The organization also runs the "100% Pure New Zealand Specialist" training and certification program for global travel agents.

The underlying technology is a digital publishing and destination-discovery platform comprising 12+ multilingual country storefronts (US, UK, Australia, China, Japan, Korea, India, Germany, Singapore, Canada plus domestic), integrated accommodation, activity, and flight booking pathways (with airline partners including Air New Zealand, American Airlines, United, Hawaiian Airlines, Fiji Airways, Air Tahiti Nui, Virgin Australia, and Qantas), and trade-facing content tools such as the Visual Library for media assets. There is no app, no disclosed API, no SDK, no proprietary model, and no in-house AI stack referenced in the available data.

Its business model is non-commercial in the traditional sense: Tourism New Zealand is funded through New Zealand Government appropriations (and tourism levies), and revenue mechanics run through downstream tourism operators, travel agents, airlines, and tourism-related education and investment pathways rather than direct sales. Customer segments served include international leisure tourists (primary), international students, and foreign business investors. Distribution flows through digital storefronts, certified specialist travel agents, airline partnerships, tour operators (including Goway Travel and Princess Cruises), and the physical isite network. Strategic activity in 2025-2026 includes the December 2025 India FTA (targeting a doubling of bilateral trade within five years), participation in the September 2025 FIT (Future of Investment and Trade) Partnership with nine other countries, and the April 2026 Cook Islands defence and security declaration.

Name

New Zealand Tourism

Legal name

New Zealand Tourism Board

Website

https://newzealand.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Tourism New Zealand (New Zealand Tourism Board) is the NZ Government's official Crown entity promoting international tourism via the 100% Pure New Zealand brand, the newzealand.com platform across 12+ country sites, 50+ isite visitor centres, and certified travel agent programs serving global leisure tourists, students, and investors.

Ownership category

akta.pro rank

Product category

Destination Marketing and Tourism Promotion

NAICS

Convention and Visitors Bureaus (561591)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Tourism Trade & Services Exports Development (BPADAMAO)

akta.pro secondary industries

Community-Based & Indigenous Tourism Enablement (Local Ownership, Benefit-Sharing) (THAAANAI), Tours, Activities & Experiences Booking (HSACAKAF)

Keywords

• Destination marketing
• Tourism promotion
• Travel planning resources
• Country branding
• Visitor information services

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Distribution channels5 records

Marketing channels6 records

Core offering

New Zealand Tourism (Tourism New Zealand) is a government tourism promotion body that markets New Zealand internationally as a travel destination. It operates the newzealand.com travel planning platform, runs the 25+ year "100% Pure New Zealand" brand campaign, administers the FernMark government-backed country-of-origin accreditation, and supports a nationwide network of 50+ isite visitor information centres. The organization does not sell travel products directly but drives qualified demand to airlines, accommodation providers, tour operators, and certified specialist travel agents.

Product overview

New Zealand Tourism operates primarily as a tourism marketing organization rather than a traditional product company. Its main offerings include the 100% Pure New Zealand branding campaign (running over 25 years), the official tourism website (newzealand.com), and the FernMark country-of-origin accreditation program. The organization also supports the nationwide isite Visitor Information Centre network and participates in international travel events for promotional purposes. These products work together to promote New Zealand as a tourist destination and provide practical travel planning resources for visitors.

Differentiator

Problem solved

Functional benefit

Brands

• 100% Pure New Zealand: The primary international branding campaign and certification mark for New Zealand tourism, promoting the country as a pure, natural destination.
• Fernmark

Products and services

• 100% Pure New Zealand brand campaign New Zealand's official country-level tourism brand campaign and identity, running for over 25 years, used to position New Zealand as a premium, natural travel destination to international audiences.
• newzealand.com travel planning platform The official Tourism New Zealand website (newzealand.com) offering destination guides, accommodation listings, activity information, transport guidance, and travel planning tools for prospective visitors, localized across 12+ international markets.
• FernMark country-of-origin accreditation Government-backed country-of-origin accreditation program and trust mark (FernMark) used by licensed New Zealand businesses to signal verified origin and authenticity of their products and services to international consumers.
• isite Visitor Information Centre network National network of over 50 physical visitor information centres across New Zealand that deliver on-the-ground travel information, local advice, and booking assistance to visitors.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Cook IslandscoreStrategic or Co-development Partner · 2 April 2026New Zealand and Cook Islands signed a defence and security declaration ending a year-long diplomatic dispute. The agreement restores New Zealand's funding and requires both parties to consult on defence and security matters.
• HIS (Hankyu International Express)minorGTM or Marketing Partner · 7 March 2026New Zealand Tourism Board participated in the 6th HIS Overseas Travel Thanksgiving Festival in Tokyo, hosting a talk show featuring talent Sakura Inoue to promote New Zealand as a tourist destination.
• IndiacoreStrategic or Co-development Partner · 22 December 2025India and New Zealand signed a comprehensive Free Trade Agreement (FTA) offering zero-duty access for Indian exports, tariff cuts, provisions for services, student mobility, visas, and regional agricultural cooperation. Both countries aim to double bilateral trade in five years.
• FIT Partnership (Costa Rica, Iceland, Liechtenstein, Norway, Panama, Rwanda, Singapore, Switzerland, UAE, Uruguay)coreStrategic or Co-development Partner · 1 September 2025New Zealand joined the Future of Investment and Trade (FIT) Partnership established in September 2025, committing to work together to keep land routes, air and seaports open amid Middle East conflict. Members agreed to identify disruptions to trade of essential goods and exchange information on mitigation approaches for global supply chain security.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Switzerland Tourism: National tourism board for Switzerland with strong nature/mountain positioning. Directly comparable as a premium, government-backed DMO leveraging alpine landscapes and brand consistency similar to '100% Pure New Zealand'.
• Japan National Tourism Organization (JNTO): Japan's national tourism organization promoting inbound tourism. Directly comparable in scale, government backing, multi-market localized websites, and growing inbound leisure focus from Asia-Pacific source markets.
• Tourism Australia: National tourism organization for Australia operating under the 'There's Nothing Like Australia' brand. Closest direct peer as another Anglophone Oceania DMO with similar global marketing mandate, country-specific websites, and government backing.
• VisitBritain: UK national tourism agency operating under the GREAT Britain campaign. Comparable in scale, government backing, and multi-market digital promotion strategy targeting high-value inbound leisure travelers.
• Destination Canada: Canadian national tourism agency. Comparable as a government-backed DMO focused on nature-based tourism, country-of-origin branding, and global inbound marketing across multiple regional markets.
• Inspired by Iceland: Iceland's national tourism marketing initiative. Comparable as a small, remote destination leveraging pure nature branding (similar to '100% Pure NZ') and government-backed destination marketing.
• Brand USA: USA's destination marketing organization promoting inbound travel to the United States. Direct peer as a national DMO with a public-private partnership model and multi-channel global marketing.
• Tourism Ireland: All-island tourism marketing body promoting Ireland internationally. Directly comparable as a national DMO with global localized websites, government backing, and a focus on nature/culture-led destination branding.

Emerging players

• Tourism Fiji: Fiji's national tourism body, also a Pacific Island destination marketing organization. Comparable as a regional peer with similar reliance on international leisure tourism, though at smaller scale and more concentrated on beach/resort positioning.

Broad incumbents

• Visit California: State-level DMO with strong destination branding and high marketing budget. Comparable in nature-led tourism positioning and global promotional activity, though focused on a sub-national region rather than a country.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/purenewzealand
• YouTubeyoutube.com/purenewzealand
• Facebookfacebook.com/purenewzealand
• Instagraminstagram.com/purenewzealand

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about New Zealand Tourism