Tasked with promoting New Zealand as a top travel destination for international visitors, Tourism New Zealand showcases the breathtaking country and provides the latest consumer insights, industry research, and tourism data to support businesses.
Q&A WITH TOURISM NEW ZEALAND
With a focus on highlighting New Zealand as a year-round destination, Tourism New Zealand is committed to supporting sustainable and productive tourism growth, attracting visitors who positively contribute to the nation’s economy, environment, culture, and communities.
René de Monchy, Chief Executive, provides us with his insight on the national tourism sector based on his 20 years of global expertise in consumer-led business and tells us more about Tourism New Zealand’s sustainable endeavours and “100% Pure New Zealand” campaign.
First, please tell us about your career to date and how you became interested in the tourism sector.
René de Monchy, Chief Executive (RDM): Most of my career has been in marketing and brand building in New Zealand and internationally. I joined Tourism New Zealand in 2015 after returning to the country from a period working in Singapore and Amsterdam and became Chief Executive in 2021.
I have always been interested in the travel sector given its scale and reach. Travel is a force for good as it allows people to open their minds by experiencing the world and different people.
Tourism is a significant export sector for New Zealand, and as a niche destination, the role of marketing is hugely important to ensure you find the niche audience, understand their wants and barriers, and help them fall in love with the idea of a trip to New Zealand and ultimately make a booking.
This is a fantastic marketing challenge, and it is a great privilege to lead this organisation.
Can you talk us through Tourism New Zealand’s long-standing “100% Pure New Zealand” campaign and its initial vision?
RDM: 100% Pure New Zealand is the longest-running destination campaign in the world and turned 25 last year. The award-winning campaign represents the ‘only in New Zealand experience’ you have in our country, made up of our people, activities, and place.
Over the last 25 years, 100% Pure New Zealand has remained the country’s overarching destination campaign, but the concept has allowed it to be used flexibly.
For instance, it became “100% Middle-Earth, 100% Pure New Zealand” during Lord of the Rings filming and promotion, and the “100% Choice” tagline was used when same-sex marriage became legalised in the country.
What are your organisation’s current goals?
RDM: We are focused on growing awareness and appeal for New Zealand as a year-round destination; there is a lot to love about New Zealand at any time on the calendar.
We do this to support our vitally important tourism sector – it’s our second-largest export earner and an important part of the fabric of our regions and communities.
Are there any off-season travel perks or opportunities in New Zealand that travellers may not be aware of?
RDM: New Zealand offers incredible seasonal highlights throughout the year, making it a perfect destination for nature lovers.
From May to October, you can witness awe-inspiring whale watching in Kaikōura and Auckland, with humpbacks, orcas, and giant sperm whales visible during the winter months.
The Otago Peninsula is a haven for penguin enthusiasts, where rare species like the yellow-eyed penguin and little blue penguin are best spotted in the cooler seasons.
Stargazing is another off-peak treat, especially from April to September when the country’s clear night skies reveal celestial wonders such as the Milky Way, the Southern Cross, and even the Southern Lights.
For those seeking adventure, the winter months offer world-class skiing in Queenstown, Wānaka, and Mount Ruapehu. Plus, off-peak travel brings a more tranquil, intimate experience, allowing you to explore New Zealand’s stunning landscapes at your own pace, free from the crowds.
Birdwatching is a popular year-round activity, with native species such as the iconic kiwi, the endangered takahē, and other rare birds like the kea and kākāpō readily spotted across the country.
What makes New Zealand a destination worth visiting throughout every season of the year?
RDM: Whilst it may be a small country, New Zealand offers a remarkable diversity of year-round experiences thanks to its unique microclimates.
With a climate that ranges from subtropical in the far north to snowy in the deep south, every season is spectacular in its own right.
Autumn provides long, balmy days with quieter crowds and perfect conditions for hiking before the snowy mountains come alive in winter.
The vibrancy of spring, meanwhile, offers the chance to visit New Zealand’s cultural hub in the far north, whilst a true kiwi summer is spent on white sandy beaches digging natural geothermal hot pools.
Whether you’re exploring vibrant cities, engaging with Māori culture, or embracing outdoor adventures, New Zealand’s diverse seasonal offerings make it an unforgettable destination no matter when you visit.
How do you showcase New Zealand as an eco-friendly and sustainable tourism destination?
RDM: New Zealand’s people, culture, and natural environment are what make us unique. In order to look after people and place, we have many sustainability and regenerative efforts and initiatives ongoing throughout the country.
To name a few, Cape Sanctuary focuses on habitat restoration and the protection of endangered species, whilst Waikato’s Explore with a Light Footprint promotes eco-friendly tourism that minimises environmental impact.
Manaaki Rangers play a vital role in conservation, working to protect native wildlife and ecosystems on sacred land, whilst Rowi Kiwi restoration projects aim to safeguard the critically endangered species through careful breeding and habitat management. These efforts reflect New Zealand’s dedication to preserving its natural heritage for future generations.
At the heart of it all is Tiaki – Care for New Zealand, a guiding principle to encourage all to care for Aotearoa. We invite New Zealanders and visitors alike to stand behind the principles of Tiaki and act as proud guardians whilst they are travelling around New Zealand.
The Tiaki Promise promotes responsible and safe travel behaviour and actively encourages all visitors to experience New Zealand in a way that keeps everyone safe, protects our environment, respects our culture, and protects the country for future generations.
“Tourism restores, maintains, and nourishes the environment to the intergenerational benefit of New Zealand”
René de Monchy, Chief Executive, Tourism New Zealand
Please tell us more about the organisation’s contribution to the economy, nature, culture, and society.
RDM: Our focus is on promoting New Zealand as a year-round destination and growing the number of people who visit during our off-peak season between March and November. Through our work, we are committed to supporting sustainable and productive tourism growth.
To ensure tourism gives back more than it takes, we attract visitors who contribute positively to our economy, environment, culture, and communities.
Once here, it’s important our visitors have a great experience, so we also guide them on travelling safely and caring for our home, people, and culture.
Economy
- Tourism adds incremental value to the New Zealand economy and its assets.
- 82 percent of New Zealand residents personally benefitted from tourism activity in their local area in the year ending September 2024.
- The most commonly felt benefits are consistent with previous years, with the top two being more local businesses opening or being able to stay open (38 percent) and opportunities for employment and income (37 percent).
Nature
- Tourism restores, maintains, and nourishes the environment to the intergenerational benefit of New Zealand.
Culture
- The tourism story and experience preserve and enhance our values, culture, and heritage – the make-up of our identity.
Society
- People in tourism communities thrive through jobs, shared knowledge, and physical and mental well-being.
Are there any interesting projects in the pipeline you wish to highlight?
RDM: New Zealand is welcoming some exciting new openings in 2025, from luxurious hotels to unique, immersive experiences that will offer something for every kind of traveller.
The Roki Collection luxury boutique hotel in Queenstown promises a tranquil lakeside escape, whilst the Nugget Point Hotel, getting a 5-star makeover, will offer stunning views and the closest access to the Coronet Peak ski area.
If you’re a food, wine, or culture lover, the new Signature guided rail tour with Great Journeys launching in March will be a must-do. The 18-day tour will allow guests to immerse themselves in Māori culture, gain insight into New Zealand’s Indigenous heritage, sip their way through Marlborough’s renowned vineyards, encounter playful dolphins in Kaikōura, and indulge in exquisite gourmet dining.
For wildlife enthusiasts, Cape Sanctuary is finally opening its doors to the public, offering the chance to spot endangered species such as the takahē and kākāriki in their natural habitat.
Cape Sanctuary is New Zealand’s largest privately owned and funded ‘mainland island’ conservation project. Established in 2006, the local family’s ambition was to rewrite the future of Hawke’s Bay’s declining birdlife, with a focus on habitat restoration and pest control to facilitate the translocation of many endangered species back to the peninsula.
In an important step in supporting New Zealand’s intention to become a dark sky nation, DarkSky International recently and officially designated Tāhuna Glenorchy as an International Dark Sky Sancturary. This is the fifth International Dark Sky Sanctuary to be certified in New Zealand and 23rd worldwide. Located in New Zealand’s astronomical sweet spot on the 45th parallel and within an hour’s drive of Queenstown, it will be one of the rare places on the planet to see the Total Solar Eclipse in 2028 and the only designated International Dark Sky Sanctuary in its path. New Zealand’s 11th Great Walk, the Hump Ridge Track – a 61km intermediate hiking spot two hours from Queenstown – recently opened.
Over the three-day hike, visitors can enjoy the stunning landscapes of Fiordland National Park and experience ancient regenerating forests, Māori land, and deserted coastlines. The top of the Hump Ridge Track offers panoramic views of Stewart Island, Lake Poteriteri, Lake Hauroko, and mountain ranges. Whilst crossing Te Waewae Bay, visitors may also get a glimpse of the rare Hector’s dolphin.
Why, in your opinion, should someone visit New Zealand?
RDM: In my opinion, New Zealand is more than just a place to visit — it’s a destination that stays with you, offering experiences and memories that are as unique as the land itself.
It’s a haven for adventure seekers, with activities like bungee jumping in Queenstown and hiking the Tongariro Alpine Crossing. The serene beauty of its mountains, beaches, and forests invites you to disconnect from the rush of daily life and reconnect with loved ones, yourself, and nature.
Rich in Māori culture, New Zealand offers opportunities to experience our country’s traditions and deep connection to the land.
From glow-worm caves to fjords, every corner reveals a natural wonder, making it a place that continues to surprise and inspire. No matter when you visit, New Zealand has something to offer.
What are some of the country’s most unique landmarks?
RDM: New Zealand is home to unique landmarks that highlight its stunning natural beauty.
Castle Hill’s dramatic limestone formations against the Southern Alps are a favourite for hikers, whilst Milford Sound’s towering cliffs and pristine waters create an iconic fjord experience.
Fox Glacier offers a chance to explore its historic ice formations, and Mount Maunganui’s summit provides breathtaking views of the coast.
Pōhutu Geyser in Rotorua shows the magnificence of New Zealand’s natural geothermal activity, and Arthur’s Pass offers scenic alpine landscapes and excellent hiking opportunities, showcasing the country’s diverse and awe-inspiring landscapes.
What trends are transforming the tourism industry in New Zealand, and how are you utilising them?
RDM: Cultural and Indigenous tourism – Travellers are increasingly interested in authentic cultural experiences, with Māori-led tours and Indigenous storytelling becoming key highlights of their journeys.
These immersive experiences allow visitors to connect deeply with New Zealand’s rich heritage, offering a unique perspective on its history, traditions, and natural landscapes through the eyes of the tangata whenua.
Food and beverage tourism – New Zealand’s culinary scene is a feast for food enthusiasts, with a focus on farm-to-table dining, native ingredients like mānuka honey and pāua, and a commitment to sustainability in food production.
From indulging in fresh seafood to experiencing the vibrant farmers’ markets, every meal reflects the country’s deep connection to its land and sea.
New Zealand’s culinary scene, known for its wine regions and farm-to-table dining, is attracting many food enthusiasts. Highlights include wine tours in regions like Marlborough and Central Otago, showcasing native ingredients and an emphasis on sustainability in food production.
Off-the-beaten-path destinations – This diversification aims to spread economic benefits more evenly and provide unique experiences to tourists.
These trends demonstrate New Zealand’s adaptability in meeting the demands of environmentally conscious travellers, offering sustainable ways to explore lesser-known destinations whilst preserving the natural beauty that makes the country so special.
What challenges does the tourism industry in New Zealand face?
RDM: A common misconception is that summer is the only time to visit New Zealand, but the rest of the year offers a wealth of opportunities that often go unnoticed.
Visiting between autumn and spring provides a chance to see the country in a completely different light, offering fresh perspectives on New Zealand’s regions and diverse microclimates.
New Zealand is also often associated primarily with its adventure offerings, but it has plenty to offer for those seeking relaxation. Beyond adrenaline-pumping activities, the country is home to serene beaches, peaceful retreats, and calming natural environments, perfect for unwinding and some downtime.
Finally, are you optimistic about the future of the tourism industry in New Zealand?
RDM: We are more than optimistic about the future of tourism in New Zealand – traveller habits are shifting, with a growing demand to see natural phenomena in real life, authentic cultural experiences, adventure, and meaningful connections with nature.
New Zealand is perfectly positioned to meet these desires, offering some of the clearest dark skies in the world, stunning landscapes, thrilling outdoor activities, and the opportunity to immerse in rich Māori culture.
With friendly locals, regenerative tourism initiatives, and innovative new projects, New Zealand is able to provide travellers with the unforgettable experiences they are increasingly seeking.
