Tourism New Zealand has launched a business events-focused extension of its 100% Pure New Zealand brand campaign, highlighting the people, culture, and environments that shape conferences and incentive travel across Aotearoa.
The new campaign positions the 25-year-old 100% Pure New Zealand brand at the centre of the country’s business events marketing. It aims to show how organisers and visitors can design event programmes that connect with local communities and experiences.
Tourism New Zealand chief executive René de Monchy said: “This is our invitation to people across the globe to be completely connected, present, inspired, and fulfilled in one of the world’s most awe-inspiring destinations.”
Rolling out across business events media and marketing platforms, the campaign focuses on New Zealand’s mix of innovation, culture, and natural settings as key assets for international meetings and incentives.
Penelope Ryan, global manager business events at Tourism New Zealand, said: “We’re inviting the world to see that New Zealand is more than a destination – it’s a place that nurtures deep connection and leaves visitors feeling genuinely fulfilled. A journey to New Zealand offers far more than scenic beauty. There’s something for every event – whether it’s engaging with leading researchers, experiencing authentic Māori culture, seeking adventure, finding rejuvenation in nature, or indulging in our world-class culinary offerings. Growth comes from stepping outside the familiar. If you’re aiming for a legendary event, New Zealand is where you’ll find it.”
The campaign features imagery of event delegates experiencing cultural and natural attractions across the country, aligning with Tourism New Zealand’s strategy to position business events as a core contributor to its visitor economy.
