Tourism New Zealand is the marketing agency responsible for promoting New Zealand as a tourism destination internationally. It is the trading name of the New Zealand Tourism Board, [1] a Crown entity established under the New Zealand Tourism Board Act 1991. The Ministry of Business, Innovation and Employment; (previously the New Zealand Ministry of Tourism) is the government department tasked with tourism policy and research.
In undertaking this promotion, it has a stated objective to contribute to New Zealand's well-being across four pillars: the Economy, Nature, Culture, and Society. [2]
New Zealand was the first country to dedicate a government department to tourism. In 1901, the Department of Tourist and Health Resorts came into being. Through most of the 20th century, its role was tactical - running hotels and putting together itineraries around New Zealand as well as advertising. [3] The organisation now known as Tourism New Zealand focuses on marketing New Zealand. [4]
International tourism has grown to become New Zealand's largest earner of foreign exchange, [5] pumping around NZD14.5 billion annually into the nation's economy. Over 3.4 million visitors arrive in the country every year.
To achieve the best results Tourism New Zealand focuses marketing activity in core markets. The largest number of international visitors to New Zealand arrive from Australia, China and the USA.
In October 2017 Lonely Planet named New Zealand in the Top 10 countries to visit in 2018. [6]
Prior to the Covid-19 Pandemic tourism was New Zealand's single largest export industry, adding approximately 40.9 Billion dollars to the economy and directly employing approximately 8.4% of New Zealand's total workforce. [7]
As a Crown Entity, Tourism New Zealand is governed by a board chaired by Jamie Tuuta, who work alongside an executive team led by Chief Executive René de Monchy to promote New Zealand in key markets as a visitor destination. [8] As part of the wider Tourism sector which includes the Ministry of Business, Innovation and Employment as well as numerous Regional Tourism Organisations their priorities are set by the Minister of Tourism, Matt Doocey. [9]
The main marketing tool of Tourism New Zealand is the award-winning "100% Pure New Zealand" campaign, which had its ten-year anniversary in 2009.
The brand has attracted debate at times from scientists such as Mike Joy, environmentalists, and the Green Party who see the 100% Pure brand as an environmental statement. [10]
Tourism New Zealand markets New Zealand using the 100% Pure New Zealand marketing campaign.
Tourism New Zealand set up a YouTube channel in 2007 to launch the latest iteration of its 100% Pure New Zealand campaign It has featured the theme of New Zealand being the 'Youngest Country' in the world - the last major habitable landmass to be discovered. [11]
Tourism New Zealand also has an Instagram account. Its #NZMustDo hashtag has attracted over 500,000 images and has over 600,000 followers. All content is user generated.
The economy of Georgia is an emerging free market economy. Its gross domestic product fell sharply following the dissolution of the Soviet Union but recovered in the mid-2000s, growing in double digits thanks to the economic and democratic reforms brought by the peaceful Rose Revolution. Georgia continued its economic progress since, "moving from a near-failed state in 2003 to a relatively well-functioning market economy in 2014". In 2007, the World Bank named Georgia the World's number one economic reformer, and has consistently ranked the country at the top of its ease of doing business index.
The economy of Vietnam is a developing mixed socialist-oriented market economy. It is the 35th-largest economy in the world by nominal gross domestic product (GDP) and the 26th-largest economy in the world by purchasing power parity (PPP). It is a lower-middle income country with a low cost of living. Vietnam is a member of the Asia-Pacific Economic Cooperation, the Association of Southeast Asian Nations and the World Trade Organization.
Tourism in Australia is an important part of the Australian economy, and comprises domestic and international visitors. Australia is the fortieth most visited country in the world according to the World Tourism Organization. In the financial year 2018/19, tourism was Australia's fourth-largest export and over the previous decade was growing faster than national GDP growth. At the time it represented 3.1% of Australia's GDP contributing A$60.8 billion to the national economy.
The tourism industry has been an important part of the economy of Hong Kong since it shifted to a service sector model in the late 1980s and early 90s. There has been a sharp increase of domestic tourists from Mainland China following the introduction of the Individual Visit Scheme (IVS) in 2003.
Tourism in New Zealand comprised an important sector of the national economy – tourism directly contributed NZ$16.2 billion of the country's GDP in the year ended March 2019. As of 2016 tourism supported 188,000 full-time-equivalent jobs. The flow-on effects of tourism indirectly contributed a further 4.3% of GDP. Despite the country's geographical isolation, spending by international tourists accounted for 17.1% of New Zealand's export earnings. International and domestic tourism contributed, in total, NZ$34 billion to New Zealand's economy every year as of 2017.
Tourism Malaysia or Malaysia Tourism Promotion Board (MTPB) is an agency under the Ministry of Tourism, Arts and Culture, Malaysia.
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India Brand Equity Foundation (IBEF) is a Trust established by the Department of Commerce, Ministry of Commerce and Industry, Government of India. IBEF's primary objective is to promote and create international awareness of the Made in India label in markets overseas and to facilitate the dissemination of knowledge of Indian products and services. Towards this objective, IBEF works closely with stakeholders across government and industry.
The Korea Tourism Organization is an organization of the Republic of Korea under the Ministry of Culture and Tourism. It is commissioned to promote the country's tourism industry.
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Tourism in Georgia is an increasingly important component of the country's economy. In 2015 it employed around 158,500 people, producing 6.7% of Georgia's GDP and providing US$1.94 billion of revenue. In 2019, the number of international arrivals reached a record high of 9.3 million people with foreign exchange income in the year's first three quarters amounting to over US$3 billion. The country plans to host 11 million visitors by 2025 with annual revenues reaching US$6.6 billion.
Tourism and Events Queensland (TEQ) is the Queensland Government's lead marketing, experience development and major events agency, representing the state's tourism and events industries.
International tourism advertising is tourism-related marketing on the part of a private or public entity directed towards audiences abroad, and might target potential travelers and non-travelers alike. Wholly private firms such as travel agencies, hotel chains, cruise agencies, non-governmental organizations (NGOs) often run their own advertising campaigns to market their existence, mission, or services and/or goods offered to the consumer, and these advertisements seldom carry intentional political messages.
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Fashion tourism is a niche market segment evolved out of three major sectors: Creative Tourism, Cultural Tourism and Shopping Tourism. Fashion Tourism can be defined as “the interaction between Destination Marketing Organizations (DMOs), trade associations, tourism suppliers and host communities, with people travelling to and visiting a particular place for business or leisure to enjoy, experiment, discover, study, trade, communicate about and consume fashion.”
South African Tourism is the official national marketing agency of the South African government, with the goal of promoting Tourism in South Africa both locally and globally.
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Tourism Fiji is a Fijian government marketing agency responsible for promoting Fiji as a tourism destination abroad. Formerly known as the Fiji Visitors Bureau, the agency was established under the Tourism Fiji Act 2004 and is under the jurisdiction of the Ministry of Commerce, Trade, Tourism and Transport.