Discover New Zealand Hidden Gems: Off-Peak Adventures

Published on August 15, 2024

Tourism New Zealand Unveils Off-Peak Campaign Highlighting Cuisine and Stargazing

As part of a four-year initiative to boost year-round tourism, Tourism New Zealand has introduced a new off-peak season campaign that focuses on local cuisine and dark sky tourism, encouraging travelers to visit from March through November.

The ambitious strategy aims to increase tourism revenue by NZD$5 billion (approximately AUD$4.5 billion) and double export growth by 2028, with a vision for all New Zealand visitors to be “high-quality tourists” by 2030.

The campaign creatively combines dark sky tourism with world-class cuisine to position Aotearoa New Zealand as a destination worthy of Michelin stars or an entire starry sky. Insights indicate that 70% of potential off-peak visitors are drawn to dark sky tourism, while 85% are motivated by the country’s culinary offerings.

Tourism New Zealand launched the campaign with the Pou-o-Kai pop-up ‘restaurant with the most stars’ at Kura Tawhiti (Castle Hill, South Island). Media, tastemakers, and social media influencers from key markets were invited to experience a unique menu crafted by renowned NZ chef Ben Bayly, showcasing the evolution of New Zealand’s culinary scene over the past two decades.

Bayly expressed his excitement about promoting New Zealand’s hospitality sector on the global stage, emphasizing the importance of manakitanga—New Zealand’s unique culture of hosting guests. He highlighted that showcasing the country as an extraordinary destination is intrinsic to Kiwi identity.

Tourism New Zealand Chief Executive René de Monchy explained that the campaign is strategically designed to elevate Aotearoa New Zealand as a desirable destination for international visitors year-round. By highlighting the country’s stellar cuisine and breathtaking dark skies, along with winter experiences, the campaign targets key markets such as Australia, the US, and China, which are instrumental in driving New Zealand’s tourism recovery.

The campaign will feature New Zealand’s stargazing and culinary experiences, supported by an extensive array of trade training and planning resources aimed at promoting off-peak visitation.