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100% Pure New Zealand Campaign Gets $5.5m Relaunch
- The New Zealand government launched a $5.5 million 100% Pure New Zealand tourism campaign today across global social media and US paid media channels.
- The new campaign, developed over six months, succeeds the If You Seek initiative from 2022 and aims to drive bookings among 155 million prospective tourists across 15 international markets.
- Alongside the campaign, the government announced a $35 million investment on June 10, 2025, to implement the first phase of a Tourism Growth Roadmap focused on sustainable sector growth.
- Tourism Minister Louise Upston highlighted that overseas travelers contribute billions of dollars to New Zealand's economy, with this year's budget allocating $6 million towards marketing in emerging markets and $5 million dedicated to supporting major events.
- The roadmap aims to return visitor arrivals to 3.89 million by 2026 and double tourism export value to about $19.8 billion by 2034 while supporting infrastructure and community capacity.
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12 Articles
Tourism New Zealand Invites The World To Find Their 100% Pure New Zealand In New ...
Tourism New Zealand Chief Executive René de Monchy said: “This is our call for people around the world to be totally connected, present, inspired and fulfilled in one of the world’s most breathtaking destinations.” ...
·United States
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Coverage Details
Total News Sources12
Leaning Left1Leaning Right0Center6Last UpdatedBias Distribution86% Center
Bias Distribution
- 86% of the sources are Center
86% Center
14%
C 86%
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