Tourism New Zealand is targeting special interest travellers with the latest edition of its 100% Middle-earth, 100% Pure New Zealand campaign.
The new look campaign was revealed with the release of the updated 60-second commercial on newzealand.com.
Scenes depicting visitors playing golf, cycling, hiking and enjoying premium holidays are the newest editions to the 14-year old 100% Pure New Zealand campaign.
Tourism New Zealand chief executive Kevin Bowler says special interest marketing is about targeting travellers who decide their holiday destination based on participation in specific activities while they are there.
"Special interest travellers tend to spend more and stay longer than travellers seeking a more general leisure experience," he says.
"For example, over the past five years, 318,000 international tourists participated in a cycling activity. On average, these travellers spend close to $4,000 per trip, compared to $2,500 for all other visitors."
International visitor arrivals data for January-July 2013 show holiday arrivals into New Zealand are up almost 10% on last year.
