Beyond Landmarks: Tourism New Zealand On Evolving APAC Traveller Expectations

07/14/2025

In a time when every destination is vying for attention, how do you build lasting appeal especially across diverse APAC markets? For Tourism New Zealand, it goes beyond promoting iconic scenery. It’s about reimagining how travellers connect with place, purpose, and people.

In this conversation, Tse Wei Ma, Regional trade and partnerships manager, at Tourism New Zealand, shares how the brand is shifting gears to meet the evolving needs of APAC travellers. From bold campaign thinking to redefined traveller journeys, she offers a fresh perspective on what meaningful travel really looks like and why the next wave of growth will come from getting personal.

What APAC Travellers Want in 2025

How have traveller expectations of a destination evolved in the last 2–3 years, especially in APAC source markets?

For first-time travelers to any destination, it’s common to want to cover at least some of the iconic locations and activities. However, there is an increasing desire not just to sightsee, but truly experience. Using travel to reconnect with loved ones, with oneself, with nature and the environment, being immersed in the travel experience has become a lot more important. Manifestations of the desire for transformative, meaningful travel include multi-generational travel, solo female travel, rise of wellness tourism and sustainable luxury experiences. Tourism New Zealand’s global 100% Pure New Zealand campaign showcases the depth and diversity of experiences available to today's traveller.

Reconnecting with self and nature: A tranquil wellness experience under the New Zealand sky, reflecting the desire for transformative travel.

What’s Resonating in New Zealand Right Now

From your perspective at Tourism New Zealand, what types of experiences are resonating most with travellers today?

Travelers go to New Zealand for rejuvenation, exploration and for a break from their everyday lives. Nature and outdoor experiences, enjoying the beautiful landscapes and scenery and wildlife experiences are common interests among travelers across the Asia region. Immersive experiences such as trying the local cuisine (we know how important food is in Asia!), or interacting with the local people and culture are also very desirable.

Immersion in culture: Engaging with the rich heritage and vibrant traditions of New Zealand's indigenous people.

The Golden Route in New Zealand is a very popular and scenic travel itinerary for our Asian travelers that spans both North and South islands, showcasing vibrant cities like Auckland and Wellington, geothermal wonders in Rotorua, coastal beauty, alpine landscapes, adventure hubs like Queenstown, and iconic natural landmarks like Milford Sound and Mount Cook.


Auckland's vibrant cityscape, a key highlight on New Zealand's popular Golden Route.


One unique way to experience this and many other routes in New Zealand is by campervan. In the second half of 2024, campervan bookings rose by over 40% from travellers in Singapore, Malaysia, and South Korea highlighting the growing appeal of adventurous, flexible travel.

New Zealand's Golden Route—where every turn reveals a new wonder. A top choice for campervan holidays from APAC markets, offering flexible and adventurous travel.


The 100% Pure NZ Campaign in Action

How does Tourism New Zealand differentiate its brand in a competitive, experience-rich region like APAC?

While travellers are spoiled for choice in APAC, and there are many experiences to be had, Tourism New Zealand also recognizes there is a certain sameness to the experiences. Social media and easy access to information have been amazing, but they’ve also led many people to see the same travel images and go on the same travel experiences.

With its new global 100% Pure New Zealand campaign, Tourism New Zealand is inviting travellers to build their own, unique 100% New Zealand trip—because one person's 100% may look very different from someone else's. Hopefully, this allows people to break away from the sameness and create something that is truly their own personal experience.

Exploring unique trails like the Hump Ridge Track

One campaign highlight is the Experience Planner, an itinerary builder that lets consumers create their own version of 100% New Zealand. This tool can be found on newzealand.com and, based on the images that consumers pick, it suggests a unique mix of activities with links to deals so they can easily go from travel dreaming and discovery to planning and booking.


From Inspiration to Booking: Bridging the Emotional and Practical

How do you design destination messaging that speaks to both emotional aspirations and real-world decision-making?

Tourism New Zealand recognises that the decision-making process in travel is not linear, and many factors and considerations can influence where travellers end up for their next trip. Alongside creating its own destination content, the organisation teams up with trusted influencers who inspire travel. By experiencing New Zealand firsthand, these influencers capture and share genuine moments through their unique voice—bringing the magic of the destination to life for their audiences.

Tourism New Zealand has found that when the awareness and interest generated through emotive, authentic, and visually attractive content on its paid, owned, and earned platforms is directed to channels that provide practical information and deals offered by travel agent partners, conversion rates increase. The team continues to enhance the connection between consumer and trade efforts to spark desire for New Zealand, address key knowledge gaps, and provide booking triggers..

Strategic Outlook: What Travel Brands Need to Focus on Next

Know your consumers and travelers and have them at the heart of every decision you make. As a traveler, the choice of destination comes down to a few key things: a strong, appealing brand, ease of access, and a smooth, enjoyable journey from planning to arrival. Destinations that stand out, are easy to reach, and remove friction in the booking process naturally rise to the top. A safe, welcoming, and memorable experience seals the deal.

But to thrive, brands must also work hand-in-hand with regional partners to stay relevant, responsive, and real.


Our contributor:


Tse Wei Ma,  Regional trade and partnerships manager, Tourism New Zealand

Download The 2025 Agenda