Tourism New Zealand Launches 'Don't be a Stranger' Campaign to Attract Australian Visitors with Family Ties
Tourism New Zealand has initiated a new campaign titled 'Don't be a Stranger,' aimed at encouraging individuals in Australia, the United Kingdom, and Canada with friends and family in New Zealand to visit the country this year. The campaign specifically targets the 'Visiting Friends and Relatives' (VFR) segment, which constitutes New Zealand's second-largest international visitor group, contributing approximately $2.6 billion annually. Australia is identified as a priority market due to its proximity, strong air connectivity, and a significant VFR audience, with 45% of all arrivals from Australia in the past year being VFR visitors. The campaign seeks to increase VFR arrivals by over 5,000 by December 2026, projecting an additional $16.4 million contribution to New Zealand's economy. The initiative is part of Tourism New Zealand's broader strategy to boost tourism value and achieve 3.9 million international arrivals by June 2027. Campaign activities include showcasing moments for reconnection in New Zealan...