Amid New Zealand’s reopening of its borders with certain travel requirements, Tourism New Zealand has launched a campaign centered on the natural and cultural splendors of the country that is known in the Māori language as Aotearoa.
The new campaign, titled “If You Seek,” wants international visitors to not only be mindful of but also embracing distinct aspects of Māori values and traditions.
“If You Seek” includes an emphasis on the value of the Māori words, manaakitanga (a deep expression of hospitality and reciprocal understanding and connection) and kaitiakitanga (guardianship and care for the environment).
“Tourism New Zealand is committed to authentically representing New Zealand’s unique culture – the campaign is a reflection of this,” said René de Monchy, Tourism New Zealand’s chief executive.
As part of the new “If You Seek” campaign, which is the first for the brand in two years, Tourism New Zealand has curated itineraries in mind for those curious enough to look deeper and go a little further to grow as people and in their worldview.
In referring to American travelers, de Monchy stated that the tourism board finds that they “are craving something different that New Zealand can offer: more immersive and intentional experiences. With borders fully opened, ‘If You Seek’ invites the curious to unleash the seeker within, while traveling through New Zealand unearthing a sense of discovery and long-term personal growth.”
Tourism New Zealand has released some snippets of the campaign online. They involve short videos that can be seen on the tourism board’s YouTube channel. They feature locations extend to Tāne Mahuta and Hell’s Gate in New Zealand’s North Island; Hooker Valley near Aoraki/Mt Cook, which is highest mountain in New Zealand; and the Tasman’s Great Taste Trail in the country’s Nelson/Tasman region.
This is an excerpt from an article by Michele Herrmann originally published by Forbes.