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Tourism NZ launches first post-coronavirus initiative


100% Pure New Zealand is reconnecting with friends and past visitors around the world to share a reflection on what is important in life, as early signs of recovery begin to emerge for the island nation.



Despite borders remaining closed to international visitors for now, the team behind New Zealand’s tourism efforts felt it was an appropriate time to share a message of reflection, hope and aroha [love] as they begin to recover and look forward to welcoming visitors again in the future when safe to do so. 


The video released today (27 May) reinforces deeply important values embedded in the New Zealand way of life from its unique Maori culture.


Values such as kaitiakitanga [protecting and caring for people and place], manaaki manuhiri [welcoming and looking after all visitors] and whanaungatanga [treating others like family] are implicit in the storytelling.


“We take great pride in welcoming Australian visitors to our place and showing them the Manaakitanga we have become known for. This is very important to us.” says Tourism New Zealand General Manager, Andrew Waddel. 


“We are now taken back to a time of simplicity and this gives us the opportunity to reflect on what’s important and what we hope to see for the future.” said Waddel.


“New Zealand takes great pride in the welcome they share with international visitors.



“We know many people around the world feel a special connection to New Zealand. When it is safe to do so, we look forward to sharing it with you again.” 


“We want to reassure future visitors that we are taking care of the nation island, and will continue to care for our place until we open up visitors.”


Ahead of international borders opening, Tourism New Zealand has been focused on encouraging New Zealanders to explore their own backyard with a new campaign launched last week.


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Published: 27 May 2020

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