What is the main focus of Tourism New Zealand?

The main focus of Tourism New Zealand is marketing the country to overseas markets. This involves creating strategies and campaigns to attract international visitors and to showcase New Zealand's unique attractions, landscapes, culture, and experiences. By emphasizing its offerings to potential travelers abroad, the organization aims to boost the country's profile as a prime destination, thereby increasing the number of tourists arriving from overseas.

While promoting local tourism and supporting local businesses are important aspects of the overall tourism ecosystem, the primary role of Tourism New Zealand is to reach those outside the country. Enhancing visitor experiences is also a vital part of the tourism strategy, but it is often a result of successful marketing and outreach efforts rather than the primary focus. By effectively targeting international markets, Tourism New Zealand works to drive economic growth and sustainability through the tourism sector.