By Tourism New Zealand has rekindled the spirit of exploration with the launch of ‘If You Seek’ 2.0, a campaign that beckons travelers to discover the country’s hidden gems beyond the beaten path. This initiative is not just a call to travel; it’s an invitation to embark on a journey of discovery in a land renowned for its stunning landscapes and rich cultural heritage.
The campaign shines a spotlight on the allure of New Zealand’s off-peak seasons, showcasing the country’s year-round appeal. From the serene beauty of the Blue Pools Track in autumn to the vibrant energy of Northland’s Manea Footprints of Kupe, the campaign encourages visitors to experience the diverse offerings of each season.
By promoting travel during quieter times of the year, Tourism New Zealand aims to balance visitor flow and enhance the sustainability of its tourism industry. This strategic move is part of a broader four-year plan to boost international tourism and ensure that growth is both responsible and beneficial to the nation.
A Strategy for Sustainable Growth
Tourism New Zealand’s refreshed campaign aligns with its ambitious goal to increase international tourism revenue significantly by 2028. A substantial portion of this growth is expected to come from off-peak visitation, highlighting the importance of attracting travelers year-round.
The campaign’s creative approach, featuring a hero video and captivating posts, entices the curious traveler to delve deeper into New Zealand’s offerings. It’s a narrative that extends beyond mere sightseeing, promising a more immersive and enriching travel experience.
The Impact of ‘If You Seek’ 2.0
The success of the original ‘If You Seek’ campaign has set a high bar, with New Zealand witnessing some of the highest levels of destination preference recorded. The 2.0 version builds on this foundation, aiming to convert the heightened interest in New Zealand into actual visits.
With a focus on quality over quantity, the campaign targets travelers who seek to engage with the culture, society, and environment in meaningful ways. It’s a testament to New Zealand’s commitment to preserving its natural beauty and cultural integrity while welcoming the world.