Manaakitanga Campaign


Nelson Tasman shines in tourism campaign

The warmth and hospitality of local people, coupled with the fantastic scenery and activities, makes Nelson Tasman stand out in a campaign that will be viewed by millions of people around the world.

The Nelson Regional Development Agency pitched Nelson Tasman as a region to be selected to take part in the Quest for Manaakitanga project, a collaboration with Tourism NZ and National Geographic International to produce stories, videos, artwork, and other content that tells the story about the special people within our stunning landscapes.

Nelson Regional Development Agency Visitor Destination Manager Gisela Purcell says they are thrilled to see Nelson Tasman featuring strongly in the $1.6m partnership that will see more than 100 pieces of content leveraged across National Geographic Travel’s digital, social, and print channels.

National Geographic’s reach alone connects with more than 300 million people around the world, she says.

“These will be further amplified across Tourism New Zealand’s digital channels,” she says.

It is clear from the videos and other content that the National Geographic team found Nelson Tasman to be spectacular, and they loved their time in New Zealand.

Gisela says it is great for the whole region to be seen in such high-quality and positive coverage. This will contribute significantly to the attraction of high-value visitors to the region in the shoulder seasons.

It shows Nelson Tasman as a great place to visit at any time of year, she says.

“The places the visitors found are extraordinary and diverse - from artisan markets, to inviting beaches; from incredible food and beverages, to awesome artists.”

The campaign, launched last month, features National Geographic writer Heather Greenwood Davis, photographer Erika Larsen and illustrator Christoph Niemann as they travel to Nelson Tasman, Kaikōura, Rotorua and Whakatāne.

“New Zealand at some point affects you in the most beautiful way,” says illustrator, Christoph Niemann.

“The welcoming spirit seems to really be the defining element of New Zealand culture; they love their surroundings and they love to share it. “

And this spirit really went through all the people we met, all the regions, there seems to be this mix of pride and welcome that felt truly special as a traveller.”

Through their travels to Nelson Tasman and three New Zealand regions, the National Geographic explorers experienced manaakitanga, New Zealanders’ unique style of hospitality, generosity and kindness.

Tourism New Zealand Chief Executive Stephen England-Hall says that manaakitanga (or hospitality) is what truly sets New Zealand apart as a world-class visitor destination.

“It’s the warm Kiwi welcome that is making a lasting impact on our visitors,” he says.

The campaign’s purpose is to target four of New Zealand’s most valuable visitor markets, USA, UK, Germany and Australia, highlighting the country’s unique culture and warm and welcoming people. Last year these markets contributed $5.3 billion of spending in New Zealand, he says.

The campaign will also target potential visitors in priority markets Brazil, Canada and India.

“Tourism New Zealand shapes what kind of people visit and when to increase the number of high value visitors who come to New Zealand. These are people who visit in the off peak and include the regions into the holidays, spreading the benefits of tourism across the country and throughout the year – bringing more opportunity for businesses, investment and employment, and boosting overall productivity.”

To view more of the National Geographic content click here, or to see the Tourism New Zealand content click here.



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