(TAN): Tourism New Zealand has launched a new campaign aimed at encouraging Kiwis to look at domestic tourism in a whole new light.
The campaign, “Do Something New, New Zealand”, asks New Zealanders to step out of their homes and do something they have never done before, while ticking boxes on their bucket lists.
Stephen England-Hall, Chief Executive of Tourism New Zealand, said it was the “perfect” time for people to accomplish all they have always wanted to do.
“Now is the perfect time for Kiwis to make their ‘NZ must do’ bucket list item a reality. We’ve all got things we’ve always wanted to see and do. This campaign shares those moments and gets people thinking, why wait?” he said.
The film, which runs for 1 minute 40 seconds, shows New Zealanders being asked what new thing they would like to do. Some say they would like to “swim with dolphins, maybe even surf with them” or go to a forest to see a kiwi, while others would like to take a helicopter ride over Mount Cook or go blackwater rafting. There were others that want to visit Stewart Island, Fiordland, the Catlins, or Rotorua to see the “smelly mud pools”.
The campaign is part of the country’s ongoing effort to boost domestic tourism and support the sector with new insights and business support services, after it was badly hit by COVID-19. Domestic tourism contributed 60% of tourism industry’s total revenue to the country’s economy before the pandemic struck.
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Tourism New Zealand will run the campaign on social media, on both demand streaming services and traditional media websites, this year to increase demand across the country.
Tourism businesses across New Zealand suffered huge losses as an aftermath of COVID-19, and are devising new ways to stay afloat, data from an industry survey organised by Tourism New Zealand showed earlier this month.
Around 79% of the 1619 businesses who responded to the survey made changes to their operations to survive, while nearly a fifth were at “high risk of ceasing operation”. The data also revealed that across the country Kiwis employed in the sector had lost jobs – 37% of the businesses had reduced staff.
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