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New Zealand starts new tourism campaign as post-COVID visits lag

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Taika Waititi reluctantly helps Tourism NZ in 'No place like it on Earth' campaign

Thirty second teaser clip for the New Zealand, There's No Place Like It On Earth campaign. Credits: Tourism NZ / Getty Images

Taika Waititi reluctantly lends his services to helping Tourism New Zealand in a new promotional campaign the organisation is launching this week.

In a teaser video, fellow New Zealand filmmaker Jackie van Beek phones the Thor: Ragnarok director while he's on set filming Our Flag Means Death to remind him about an obligation to do the promotional work.

"Jackie, look I can't, I'm busy," Waititi says while hurling a sword at an enemy on the beach.

"You gotta help me out. I need you. New Zealand needs you," she replies.

Waititi, now sitting in a makeup department, solemnly says to himself: "You heard her T-Bone, New Zealand needs you. You can't let them down."

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The teaser clip doesn't show Waititi subsequently answering the patriotic call, but cuts to footage of white water rafting and a scenic flight over Fiordland, after earlier showing footage of a dolphin encounter boat on the Kaikōura coast.

The 30 second clip, uploaded to 100% Pure New Zealand's YouTube account on Monday, precedes a three-and-a-half minute video set to be released on Wednesday - which will "definitely" be starring Waititi, the teaser jokingly insists.

The There's No Place Like It On Earth campaign is being launched as Aotearoa seeks to attract more visitors as the tourism industry continues to recover from COVID-19.

Tourism New Zealand's Rene de Monchy told Reuters tourists from the US are a major target audience, but the promotional video will also play on social media platforms in Australia, Germany, the UK and parts of Asia.

"Competition is heating up and economic times are a bit tough in many parts of the world so we've got to keep being innovative and top of mind for people," de Monchy told Reuters.

The There's No Place Like It On Earth campaign is launching the same week as season two as the premiere of Our Flag Means Death , which was filmed in New Zealand.

Travel Advertising News

Taika waititi definitely (maybe) stars in new zealand travel ad, the oscar-winning actor-writer-director-producer hypes his native country in meta short film.

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Filmmaker and actor Taika Waititi’s schedule is overflowing these days, with highlights that include walking in his first New York Fashion Week show for Hermès, popping into the MTV Video Music Awards and stumping for his soccer-themed flick Next Goal Wins on the film festival circuit. 

The long-gestating Star Wars film he’s supposed to write? That might still be happening. In the meantime, he’s become the chief creative officer for a namesake line of adaptogen-based beverages.

In short, Waititi is a very busy man. So if an ad shoot slips his mind, he can be forgiven. Or can he?

Waititi, clearly burning the candle at both ends, begs off his spokesman duties and sends his stunt double as a replacement to star in a travel campaign for his native New Zealand. The director, Jackie van Beek, is none too pleased.

Viewers, on the other hand, are in for a meta-infused treat—the setup has spawned a delightful long-form commercial for Tourism New Zealand , with a timely Blackbeard cameo and self-referential lines like these:

“I just can’t help right now,” Waititi says during an urgent phone call from van Beek. “I’m shooting season two of the hit show ‘Our Flag Means Death,’ and I just can’t let the fans down.”

Post-pandemic push

“No Place Like It On Earth,” “definitely starring Taika Waititi” per the cheeky credits, drops as the country tries to rebound from Covid-era declines in its international tourism.

Prior to 2020’s lockdown and New Zealand’s border closings, international tourism accounted for about 5.5% of gross domestic product, per BBC News. Overseas guests topped 528,000 in 2019, a number that fell to 178,426 in June 2023, according to Statista.

“Competition for visitors is fierce, and New Zealand needs to work hard to encourage visitation and stand out,” said René de Monchy, chief executive of the tourism board.

“No Place Like It On Earth,” from agency Augusto, shows off a range of the country’s locations and experiences, including whitewater rafting in Rotorua, a scenic flight over Mount Tarawera, dolphin watching in Kaikōra and wine tasting in Auckland.

‘New Zealand needs you ‘

The 3 1/2-minute film also features Waititi’s enthusiastic narration and pre-planned flubs in the production, like unusable shots of stand-in Jade Daniels’ face. “This was a horrible idea,” van Beek says in the video. She eventually lures Waititi into the commercial with the plea: “I need you—New Zealand needs you.”

When he does appear in the ad, Waititi gives van Beek unsolicited tips on how to direct.

“There’s nothing I enjoy more than pretending to be myself bickering with Taika over what makes a good director,” van Beek said in a statement.

Emotional Airline Ad Follows an Iguana’s Skyward Journey

In the cleverly contrived scenario and elsewhere, Waititi continues as a tireless supporter of the home country where he filmed Our Flag Means Death and other projects. 

“I always tell people you can go surfing in the morning and then drive a couple of hours and be skiing in the evening,” Waititi said in a statement. “I don’t think there’s anywhere else on earth where you can do that—it has everything.”

“No Place Like It On Earth” will get distribution on HBO’s Max streaming platform and social channels in the U.S., Australia, Germany, the U.K. and parts of Asia.

CREDITS:   

Client – Tourism New Zealand  Agency – Augusto  Writer and Director – Jackie van Beek  Stills – Graeme Murray  Post Production – Augusto  Sound – Bespoke Post

T.L. Stanley

• @TLStanleyLA
• [email protected]

T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, plant-based food products, pop culture and creativity.

News & Activity

Wednesday, October 04, 2023

Taika Waititi showcases aroha for Aotearoa

One of New Zealand’s best-known exports is now helping one of New Zealand’s top export earners. Taika Waititi, well known New Zealand born filmmaker and actor is helping promote tourism.

While in New Zealand filming HBO Max series Our Flag Means Death Season 2, Taika spared some time to support New Zealand tourism.   

“ Tourism is an important contributor to New Zealand, it’s one of our top export earners and is supporting sector and country recovery. Competition for visitors is fierce and New Zealand needs to work hard to encourage visitation and stand out. We partnered with well-known director and actor Taika Waititi to create a piece of content that promotes Aotearoa New Zealand,” says Tourism New Zealand Chief Executive Rene de Monchy.  

The content in typical comedic Taika style showcases a range of New Zealand locations and experiences including whitewater rafting in Rotorua, a scenic flight over Mount Tarawera, dolphin watching in Kaikōura and wine tasting in Auckland. It will be used across Tourism New Zealand and HBO Max channels.   

“We are working hard to attract high quality visitors who will positively contribute to New Zealand’s culture, society, nature and economy and this content will target those audiences in key markets to get them thinking about destination New Zealand.”  

"I always tell people you can go surfing in the morning and then drive a couple of hours and be skiing in the evening [in New Zealand]. I don't think there's anywhere else on earth where you can do that. It has everything."  - Academy Award-winning writer, director, actor, producer and New Zealand native, Taika Waititi.  

The partnership was enabled via the NZ Film Commission Screen Production Rebate uplift.   

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Home » News » Taika Waititi shares the love in latest Tourism New Zealand campaign

Taika Waititi shares the love in latest Tourism New Zealand campaign

Taika Waititi, well known Kiwi filmmaker and actor behind Jojo Rabbit and Thor Ragnarok, is helping promote tourism in new content created by Tourism New Zealand and Augusto.

While in New Zealand filming the second series of the HBO Max series Our Flag Means Death, Taika spared some time to support New Zealand tourism.

Directed by Jackie van Beek, ‘No Place Like It On Earth’ showcases a range of sights and experiences travellers can find in Aotearoa New Zealand.

“Tourism is an important contributor to New Zealand, it’s one of our top export earners and is supporting sector and country recovery. Competition for visitors is fierce and New Zealand needs to work hard to encourage visitation and stand out. We partnered with well-known director and actor Taika Waititi to create a piece of content that promotes Aotearoa New Zealand,” said Tourism New Zealand chief executive René de Monchy.

The content, in typical comedic Taika style, showcases a range of New Zealand locations and experiences including whitewater rafting in Rotorua, a scenic flight over Mount Tarawera, dolphin watching in Kaikōura and wine tasting in Auckland. It will be used across Tourism New Zealand and HBO Max channels.

“We are working hard to attract high quality visitors who will positively contribute to New Zealand’s culture, society, nature and economy and this content will target those audiences in key markets to get them thinking about destination New Zealand,” de Monchy said.

Waititi added: “I always tell people you can go surfing in the morning and then drive a couple of hours and be skiing in the evening [in New Zealand]. I don’t think there’s anywhere else on earth where you can do that. It has everything.”

Adam Thompson, executive creative director at Augusto, said: “This was a wonderfully dizzying experience, getting to collaborate with so many amazing people, from Tourism New Zealand to Taika and Jackie, on a campaign that shows off the wonders of New Zealand in a fun and silly way.”

Jackie van Beek, the film’s director and writer who also appears in the content, says, “I had a ball on this Tourism New Zealand campaign. There’s nothing I enjoy more than pretending to be myself bickering with Taika over what makes a good director.”

• Client – Tourism New Zealand
• Agency – Augusto
• Writer and Director – Jackie van Beek
• Stills – Graeme Murray
• Post Production – Augusto
• Sound – Bespoke Post

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Taika Waititi stars in hilarious new video for Tourism New Zealand

New Zealand actor and director, Taika Waititi, has teamed up with Tourism New Zealand to deliver a thoroughly entertaining new promotional film.

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Despite a packed schedule filming 'Our Flag Means Death' season 2 in New Zealand, the Thor: Ragnarok director found time to star in a new movie promoting his homeland as a tourist destination.

Taika and Tourism New Zealand enlisted real-life stunt double, Jade Daniels, to help undertake the epic task of presenting New Zealand to the world.

Directed by Jackie van Beek, the short film ‘No Place Like It On Earth’ showcases the sights and experiences travellers can find in NZ, with a line-up of landscapes so mesmerising, it’s possible no one will notice the star of the show may or may not be who he seems.

The film also showcases a number of locations that will be used in the upcoming season of Our Flag Means Death - the period romantic comedy set in the Golden Age of Piracy (if you haven't seen it, do yourself a favour and stream season 1 on Binge).

Scenes filmed or depicted in iconic locations around New Zealand for  Our Flag Means Death  season 2 include Bethell’s Beach, Piha Beach, and the Bay of Islands; each offering awe-inspiring natural beauty fit for a swashbuckling romantic comedy. 

Creator of Our Flag Means Death , David Jenkins, says, “I think when you come here (New Zealand), and you’re from the US, you imagine The Lord of the Rings and giant things… And then you actually see it and you're like, ‘Oh, my God, it's real. It's here. I'm standing here and it looks like a visual effect.’"

“Taika Waititi is one of New Zealand’s most well known international talents, and with a bit of Kiwi ingenuity we came up with a creative solution to work within his busy schedule. The result sees Taika and Jade discovering some of the most incredible experiences that Taika’s home country, Aotearoa New Zealand, has to offer," says René de Monchy, Tourism New Zealand Chief Executive.

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From the striking black sand dunes of Te Henga Bethell's Beach, to the untamed beauty of Piha, these stunning destinations provided the perfect backdrop for the show's adventures. 

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Taika Waititi stars in Tourism New Zealand Campaign – There’s No Place Like It On Earth

Celebrated New Zealand actor and director, Taika Waititi, has teamed up with Tourism New Zealand to deliver a new promotional film – despite a packed schedule filming HBO Max series Our Flag Means Death Season 2 in Aotearoa New Zealand.

With Taika busy on set filming Our Flag Means Death Season 2 – for which Aotearoa New Zealand is the official shoot location – Taika and Tourism New Zealand enlisted real-life stunt double, Jade Daniels, to help undertake the epic task of presenting New Zealand to the world.

Directed by Jackie van Beek, the playful short film ‘No Place Like It On Earth’ showcases the thrilling sights and experiences travelers can find in Aotearoa New Zealand, with a line-up of landscapes so mesmerizing, it’s possible no one will notice the star of the show may or may not be who he seems. From whitewater rafting in Rotorua and a scenic flight over Mount Tarawera, to dolphin watching in Kaikōura and wine tasting in Auckland, Waititi and Daniels’ jaw-dropping travels leave both convinced that there’s no place like New Zealand on earth.

“I always tell people you can go surfing in the morning and then drive a couple of hours and be skiing in the evening [in New Zealand]. I don’t think there’s anywhere else on earth where you can do that. It has everything,” says Waititi.

Follow in the footsteps of New Zealand director and actor Taika Waititi (Captain Blackbeard)

This itinerary is your guide to a world of adventure, intrigue, and self-discovery that mirrors the essence of the show.

Be captivated by Auckland’s wild west coast beaches, where nature’s raw beauty reigns supreme. Venture to Piha, where the iconic Lion Rock stands guard over pristine black sands. A key filming location for Our Flag Means Death Season 2, here you can watch the ocean beat against the sea cliffs, or on calmer days, explore the rocky tide pools against your rugged backdrop. Alternatively, visit nearby Bethell’s Beach to scale the sand dunes and take in sweeping vistas. Before visiting, always make sure you check weather conditions and potential closures, and always follow the instructions of lifeguards.

Experience indulgence at Westbrook Winery, where Taika Waititi, stunt double Jade Daniels, and director Jackie van Beek conclude their epic journey through New Zealand in the 100% Pure New Zealand film ‘No Place Like It On Earth’ . Uncover the secrets of New Zealand’s finest wines, savour each sip, and delight in artisanal cheeses and local delicacies. Established as one of New Zealand’s oldest and most esteemed boutique wineries, Westbrook is a must-visit for wine enthusiasts.

Alternatively, enjoy dinner at Prego, a personally favored choice of Taika Waititi in Auckland. The menu orchestrates Italian-inspired dishes using prime local ingredients. With a sophisticated yet welcoming atmosphere and outstanding service, each visit becomes a lasting memory. Opt for the courtyard beneath the robinia tree or the cozy indoor setting, both ensuring an enjoyable time.

“Prego is great. Prego is an institution. ” – Taika Waititi

Venture to the Coromandel Peninsula for a geothermal spa in nature at Hot Water Beach, mentioned as a favorite spot of Taika’s in ‘No Place Like It On Earth’ . With a spade in hand, carve out your own private paradise in the sands and create a natural hot pool, letting the warm embrace of the earth soothe your senses. This is relaxation, adventure, and a connection with nature in its purest form.

Explore the geothermal marvels that make this destination unique, from bubbling mud pools to steaming geysers, each offering a glimpse into the earth’s fiery heart. Swim, sail, or jetboat on one of the 18 surrounding lakes, or immerse yourself in Māori traditions at Te Puia, where the Pohutu geyser dances and ancient arts thrive.

Like Taika’s stunt double Jade Daniels, take a scenic flight with Volcanic Air to Mount Tarawera, where a gourmet picnic amidst stunning vistas awaits. As you relish each bite, let the panoramic views etch themselves into your memory.

Or, make like Jade and ride the rapids with Kaitiaki Adventures. Navigate the iconic Tutea Falls, the highest commercially rafted waterfall in the world, and enjoy an adrenaline rush that perfectly complements the untamed beauty surrounding you.

Journey to Taupō and stand in awe before the majestic Huka Falls – a symphony of raw power and beauty, mentioned by Taika in a list of iconic New Zealand locations in ‘No Place Like It On Earth’. The roaring waters cascade with a force that defies description, leaving you humbled and captivated in its presence. A leisurely walk along the riverbanks offers an intimate connection with nature’s grandeur.

Wellington proudly stands as the film capital of New Zealand, famed for hosting the production of numerous blockbuster movies including The Lord of the Rings , Avatar , District 9 and The Chronicles of Narnia . With its stunning landscapes and state-of-the-art facilities, the city has attracted filmmakers worldwide, contributing to its vibrant cinematic culture. Explore Wellington’s streets and you might just find yourself amidst the magic of the big screen.

Enjoy an iconic ride on the Wellington Cable Car, taking in panoramic cityscape views as it glides up to the lush Botanic Garden. Connecting Lambton Quay to Kelburn, this charming cable car ride provides a memorable and picturesque experience of New Zealand’s capital. Explore the rugged south coast of Wellington by walking from Owhiro Bay to the Red Rocks (Pari- whero); an area of national significance with fascinating geology and Māori history. If you have more time, continue on to Sinclair Head, where a New Zealand fur seal colony resides from May to October, populated by bachelor males who were unsuccessful in their breeding rank attempts in the South Island colonies.

Dine at Hiaki, a restaurant renowned for presenting the flavors of Aotearoa with contemporary flair and mentioned by Taika Waititi as a personal favorite. Delight in authentic dishes that honor Māori heritage, inviting you to savor the essence of New Zealand’s indigenous gastronomy in every exquisite bite.

“ Wellington, where I was raised, is always a special place to me. The south coast of Wellington was very dramatic, quite an intense place to go, very beautiful.” – Taika Waititi

Experience the thrill of a lifetime by getting up close and personal with New Zealand’s playful dusky dolphins. Just as Taika Waititi embarked on a quest to unveil New Zealand’s hidden treasures, you can embark on a journey with Dolphin Encounter to discover these graceful marine mammals in their natural habitat. Departing from the picturesque shores of Kaikōura, you’ll find yourself surrounded by the breathtaking beauty of the South Island’s coastline, a place where the majestic Southern Alps meet the ocean.

Described by Taika Waititi as a bit of a hidden gem, venture to Dunedin’s Tunnel Beach and be entranced by nature’s dramatic canvas. Over centuries, the Southern Ocean’s salt-laden winds have crafted a stunning sandstone coastline adorned with majestic cliffs, arches, and headlands, offering endless breathtaking viewpoints. Follow a fenced path downhill to unveil the hand-carved rock tunnel, which lends its name to the beach. Dating back to the 1870s, this passage guides you to a secluded, sheltered haven at the cliffs’ base.

“The little beach with the little secret tunnel with the steps that you go down [Tunnel Beach, Dunedin], that place is amazing. I like the little hidden-away places where you have to walk to get to them. So Tunnel Beach, south side of the needle is great itself.” – Taika Waititi

Travel to the Waitaki Coast and be amazed by the Moeraki Boulders on Koekohe Beach, an iconic New Zealand destination mentioned by Taika in ‘No Place Like It On Earth’. These captivating ancient spherical formations are strewn along the shore, some towering over two metres and possessing an almost otherworldly appearance, shaped over millions of years.

Steeped in Māori legend, these natural wonders are believed to be remnants of a wrecked voyaging canoe. Their ethereal allure and cultural importance form a distinctive destination that entwines nature’s artistry and vibrant folklore.

Central Otago

Nestled in the heart of Central Otago, Clyde is a historic town that encapsulates the region’s gold rush legacy. Its charming streets, adorned with heritage buildings, exude an old-world allure that beautifully complements the surrounding natural beauty. Situated alongside the Clutha River, Clyde serves as a gateway to cycling adventures, nearby vineyards, and stone fruit orchards.

Notably, the esteemed Two Paddocks Vineyard, owned by actor Sam Neill and mentioned by Taika Waititi as a personal favorite, lies in proximity. Much like Clyde’s blend of history and nature, the wines of Two Paddocks reflect the intricate landscape, inviting enthusiasts to relish the very essence of Central Otago with each sip.

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Taika Waititi stars in new NZ tourism campaign

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The star power of Kiwi director and actor Taika Waititi has been enlisted to help boost New Zealand tourism.

Tourism New Zealand will tomorrow premiere a 3-1/2 minute promotional film featuring the Oscar winner and Jade Daniels, his stunt double in the HBO romantic comedy series "Our Flag Means Death" which is filmed in Aotearoa.

Visitors from United States are a major target audience, said Rene de Monchy, chief executive for Tourism New Zealand.

The film, shot in December 2022, will also play on social media platforms in Australia, Germany, the UK and parts of Asia.

"Competition is heating up and economic times are a bit tough in many parts of the world so we've got to keep being innovative and top of mind for people."

Prior to COVID and the closure of New Zealand's borders, international tourism was New Zealand's largest source of foreign exchange and accounted for about 5.5% of gross domestic product.

Tourists are returning but overseas visitors in July were still 16% lower than in July 2019.

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One of New Zealand’s best-known exports is now helping one of New Zealand’s top export earners. Taika Waititi, well-known New Zealand born filmmaker and actor is helping promote tourism.

While in New Zealand filming HBO Max series Our Flag Means Death Season 2, Taika spared some time to support New Zealand tourism.  

“Tourism is an important contributor to New Zealand, it’s one of our top export earners and is supporting sector and country recovery,” says Tourism New Zealand chief executive Rene de Monchy.

“Competition for visitors is fierce and New Zealand needs to work hard to encourage visitation and stand out. We partnered with well-known director and actor Taika Waititi to create a piece of content that promotes Aotearoa New Zealand.”

The content in typical comedic Taika style showcases a range of New Zealand locations and experiences including whitewater rafting in Rotorua, a scenic flight over Mount Tarawera, dolphin watching in Kaikōura and wine tasting in Auckland. It will be used across Tourism New Zealand and HBO Max channels.  

“We are working hard to attract high quality visitors who will positively contribute to New Zealand’s culture, society, nature and economy and this content will target those audiences in key markets to get them thinking about destination New Zealand,” says Rene.

“I always tell people you can go surfing in the morning and then drive a couple of hours and be skiing in the evening [in New Zealand]. I don’t think there’s anywhere else on earth where you can do that. It has everything,” says Academy Award-winning writer, director, actor, producer and New Zealand native, Taika Waititi. 

Watch the campaign on YouTube here .

The partnership was enabled via the NZ Film Commission Screen Production Rebate uplift.  

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New Zealand Woos American Travelers Beyond Peak Season

Dawit Habtemariam , Skift

June 14th, 2024 at 11:44 AM EDT

Americans and Canadians have long held winter as not a good time to travel to New Zealand. The island's tourism bureau is confident it can bust this myth.

Dawit Habtemariam

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New Zealand is eager to get its tourism sector back to full-throttle after the country was entirely shut during the pandemic. One way to do this is to attract more tourists beyond the popular December to February months.

Tourism is typically its number-one employer, but overseas visitation is still around 20% off its pre-pandemic level. The destination was late to fully open to international travelers, having reopened its borders in July 2022. 

We spoke with Tourism New Zealand boss René de Monchy about the country’s recovery and push to draw more visitors beyond its summer.

This interview has been edited for brevity.

Americans and Canadians Flock to New Zealand

The North American market has been pretty strong for you this year. What’s driving it?

There is a nice tailwind from a positive foreign exchange rate. The U.S. dollar has been strong relative to the New Zealand dollar. We had about 120% more American arrivals over the summer just gone compared with pre-pandemic. 

We are more connected to North America from a flight perspective than we were pre-Covid. Delta Airlines, which launched late last year, is flying to New Zealand for the first time ever.

We’ve had new routes open up, such as United Airlines flying San Francisco into Christchurch in the South Island, Auckland to New York, and American Airlines returning over our summer as well. 

New Zealand Wants More Tourists During the Winter

Talk about your renewed focus on growing tourism during the off-season.

We are still quite a seasonal destination, and our focus going forward will be on how we encourage people to travel year-round, with North Americans being one of the most seasonal. 

We acknowledged that at the end of this February summer, whilst we are still not a hundred percent of what we were, we see a strong trajectory, yields are up, and satisfaction is high.

We’re really focusing our attention on the challenge that has returned to the tourism sector, which is seasonality. So those three months are about 40% of the sector’s value spent in a quarter of the time.

You’ll see new work coming for us that will really highlight all the things that New Zealand has to offer because we’ve got to do quite a lot of myth-busting. Winter in New Zealand is quite different from winter in New York, even spring and Autumn.

So, lots of our activities in New Zealand are actually evergreen. The best time to go whale watching, for example, is June or July. 

Collaboration with Taika Waititi

You launched a campaign with New Zealand director and actor Taika Waititi in October last year. It made international headlines. How did it perform?

We had Taika, a well-loved New Zealander, as a director and also an actor in that series. He was making that. I think it was the second or third series. They were filming it here in New Zealand.

As part of that, there’s an incentive for production companies to do that, and part of that is promoting New Zealand. So we spoke to him and said, look, here’s a nice idea to promote New Zealand, would you be interested? And he was really engaged, and it actually ended up being about a three-day shoot that involved him, and he obviously directed it with his talent.

He just brought his own kind of quirky sense of humor to the idea where he played up, he couldn’t make it and his body double had to do all the things, but in the end highlighted whitewater rafting and scenic flights and he did golf and watching and all sorts of the variety of activities that he can do. It was really well received actually. 

New Zealand Embraces Maori Culture

A few years ago, you launched a campaign called “If You Seek” . It focused on the country’s Maori identity and putting them at the center of telling New Zealand’s story. It highlighted Maori concepts in a way that piqued the viewer’s interest. 

That’s exactly what we wanted. We wanted to pique people’s curiosity and make them do a little bit of work. It’s still marketing, at the end of the day. So we did not do much work, but we wanted them to do a bit of work. So that’s exactly right. 

Maori culture is unique to New Zealand. We know from our research that visitors find it an intriguing and cherished part of a visit to New Zealand. How do we sort of bring that out and tell that story as part of your dream to New Zealand?

Increasingly, we’re also seeing a lot of new Maori-owned tourism products developed over the years. People can actually also see a variety of Maori businesses beyond the ones that they thought were the more obvious ones.

Lord of the Rings Still Draws Tourists

Lord of the Rings and The Hobbit were filmed in New Zealand in the early 2000s. Is that still a draw for tourists?

it’s the gift that keeps on giving. In our research, we haven’t redone that since Covid, but before Covid we found that still one in five visitors became interested in New Zealand because of Lord of the Rings and the Hobbit.

It was a magnificent advertisement that actually keeps on doing its work because as I always say, there are still people who haven’t seen who are watching Lord of the Rings or The Hobbit for the first time on a streaming service. And there is New Zealand on display.

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New Zealand starts new tourism campaign as post-COVID visits lag

WELLINGTON - New Zealand is launching a new tourism campaign with Kiwi director and actor Taika Waititi to attract visitors after the sector was hammered by COVID-19 and border closures.

Tourism New Zealand on Wednesday will premiere a 3-1/2 minute promotional film featuring the Oscar winner and Jade Daniels, his stunt double in the HBO romantic comedy series "Our Flag Means Death" which is filmed in New Zealand.

Visitors from United States are a major target audience, said Rene de Monchy, chief executive for Tourism New Zealand. The film, shot in December 2022, will also play on social media platforms in Australia, Germany, the UK and parts of Asia.

"Competition is heating up and economic times are a bit tough in many parts of the world so we've got to keep being innovative and top of mind for people."

Prior to COVID and the closure of New Zealand's borders, international tourism was New Zealand's largest source of foreign exchange and accounted for about 5.5% of gross domestic product.

Tourists are returning but overseas visitors in July were still 16% lower than in July 2019.

The film, which cost NZ$689,000($409,890) to make, highlights activities like dolphin watching in Kaikoura on the South Island's east coast and wine tasting in the country's largest city Auckland.  —Reuters

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Tourism New Zealand and Taika Waititi team up for new promotional film

Taika Waititi hatches a foolproof plan to promote Aotearoa New Zealand.

Celebrated New Zealand actor and director Taika Waititi has teamed up with Tourism New Zealand to deliver a new promotional film – despite a packed schedule filming the HBO Max series  Our Flag Means Death  Season 2 in Aotearoa, New Zealand.  

With Taika busy on set – for which Aotearoa, New Zealand is the official shoot location – Taika and Tourism New Zealand enlisted real-life stunt double Jade Daniels to help present New Zealand to the world.

Directed by Jackie van Beek, the playful short film  ‘No Place Like It On Earth’  showcases the thrilling sights and experiences travellers can find in Aotearoa with a line-up of mesmerising landscapes.

From whitewater rafting in Rotorua and a scenic flight over Mount Tarawera to dolphin watching in Kaikōura and wine tasting in Auckland, Waititi and Daniels’ jaw-dropping travels leave both convinced that there’s no place like New Zealand.

“There’s nothing like the New Zealand landscape, especially the coastline. The west coast up here in the North Island is very unique. You know, just that sand. I have a house out in Piha, and it’s one of my favourite places. That very dark sand out there is very brooding and moody, and it’s got a sort of heavy drama to it,” said Waititi.  

“I always tell people you can go surfing in the morning and then drive a couple of hours and be skiing in the evening [in New Zealand]. I don’t think there’s anywhere else on earth where you can do that. It has everything.” 

Scenes filmed or depicted in iconic locations around New Zealand for  Our Flag Means Death  Season 2 include Bethell’s Beach, Piha Beach, and the Bay of Islands, each offering awe-inspiring natural beauty fit for a swashbuckling romantic comedy. 

Working with Taika Waititi was a welcome opportunity to promote tourism – an important contributor to New Zealand as one of its top export earners supporting sector and country recovery.

“Taika Waititi is one of New Zealand’s most well-known international talents, and with a bit of Kiwi ingenuity, we came up with a creative solution to work within his busy schedule. The result sees Taika and Jade discovering some of the most incredible experiences that Taika’s home country, Aotearoa New Zealand, has to offer,” says René de Monchy, Tourism New Zealand Chief Executive.

Our Flag Means Death  Season 2 is not the only series filmed in New Zealand. The country has been the visually gorgeous backdrop for many productions such as  The Lord of the Rings  and The  Hobbit , allowing travellers to immerse themselves in natural landscapes admired on the big screen. 

You can spot recognisable New Zealand locations on HBO Max and partners in  Our Flag Means Death  Season 2 from 5 October 2023.  

To watch the 100% Pure New Zealand production  ‘No Place Like It On Earth’ and discover more filming locations in New Zealand, visit  newzealand.com

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Taika Waititi Takes Us On a Dad’s Tour of New Zealand, and the Internet Is Obsessed

All weekend long I have spent my time liking Taika Waititi’s Instagram stories because he told me to. The Our Flag Means Death star and director of Thor: Love and Thunder is back in his home country of New Zealand and taking a tour of some of the major tourist “hotspots” with his daughters. This means going to see the hobbit homes from the Peter Jackson Lord of the Rings movies (which is funny if you know any of Waititi’s history with the franchise), along with some of New Zealand’s natural wonders. Throughout the collection of Stories, Waititi’s comedy shines through, especially as he does a running bit styled after YouTube influencers, reminding (and imploring) his audience to “like” his videos if they want to see more.

But what does #DadsOnTour, the hashtag Waititi has been using, actually mean? It appears to be an elaborate joke that revolves around Waititi lovingly “bullying” fans into liking his videos for more content and all of us doing it, because watching Taika Waititi tease his kids and tease New Zealand while clearly loving them and doing anything for them (both the kids and New Zealand) is good content.

Taika Waititi doing hobbit hole tours is incredibly important to me in a way I can’t fully explain pic.twitter.com/wea4eAxTNl — Rachel Paige (@rachmeetsworld) April 24, 2022

As stuff.co.nz elaborates :

Waititi ended each post by asking his followers to hit the like button, which turned into a running joke. “Okay, make sure you push like down the bottom, because I haven’t seen you guys doing that. Seems like you aren’t actually taking this seriously,” he says in one clip. […] Waititi again instructed his followers to like his post, with a caption saying: “Click like, you scumbags. It’s important that you like me.”

Whether it is Waititi jokingly telling us all to like and comment about his adventures (in the style of a YouTube influencer vying for popularity) or the commentary he’s giving on things like New Zealand’s Death Lake (that will just kill you, according to Taika Waititi), or the second #Deadpool that he goes to that will entice you in and kill you anyway, it’s just weirdly wholesome and wonderful to watch.

“This here is a big beautiful hot water lake full of boiling water that will kill you. Welcome to New Zealand. It’s a terrifyingly beautiful lake,” Waititi says in one video. “Make sure you hit that like button if you like the idea of me taking my children around the edge of a Death Lake.” These Instagram stories have made us instantly want to book tickets to New Zealand as well as made us extremely sad that we cannot go on the Taika Waititi tour.

We are used to Waititi being funny and posting videos of his kids’ antics ( like when they cut his hair on livestream in quarantine ) but #DadsOnTour is now a series I want to see daily.

#DadsOnTour

The entire Instagram story saga is hilarious because it’s Waititi’s brand of humor mixed with his kids making fun of him for talking to his “followers” and also him making fun of his kids in return. The “she bitches about everything looooooool” caption truly sent me into a fit of laughter. Waititi’s daughters Matewa Kiritapu, 6, and Te Hinekāhu, 9, are great sports and we imagine they’re used to these sort of fun antics with their dad. They often accompany him on set, so Waititi doing this sort of “directing” as they walk around is likely old hat. (Did we mention the red dad hat yet??)

I have liked, commented, and subscribed to #DadsOnTour and I would do it again @TaikaWaititi pic.twitter.com/GQ51GkT6YS — Rachel Leishman ➡️D23 (@RachelLeishman) April 25, 2022

There was also the saga of the ballet flats where Waititi shared that his daughter wanted the shoes but wore them on a hike so they got destroyed.

There are eels named eel, lakes of imminent death, too much mud, and hobbit breakfasts to go around, and yeah, pretty much everyone I have seen online is obsessed with it.

When can we expect merch, Taika?

Hi @TaikaWaititi when can we expect Dads on Tour merch? I've liked, commented, subscribed and smashed that bell button! — Darren (@darbr0) April 25, 2022

Dads On Tour has now gotten to the point where Twitter is just openly talking about it as if we’re all on the same page. And maybe we are, but it’s astonishing how fast Twitter has gone from strictly Blackbeard from Our Flag Means Death Taika Waititi content to Thor: Love and Thunder Waititi content, and now this, within the span of weeks. (Maybe we just all love him too much. Maybe this is Taika Waititi’s world and we’re just living in it.)

no one: absolutely no one: taika waititi documenting the dads on tour: ☺✌ — comfort for taika stans (@comfortaika) April 25, 2022

It helps that Waititi throws up a peace sign every single time he ends an “episode” as he tells us to like and comment.

every time taika waititi throws up a peace sign in #DadsOnTour ✌️ pic.twitter.com/gak9YYWbIn — pathetic man kisser ? (@vampiciide) April 25, 2022

That has also turned into fan art.

taikas dads on tour fanart ‼️ #TaikaWaititi pic.twitter.com/uclmDAOrWE — judas / em ⚙️ COMMS OPEN 1/3 (@hauures) April 25, 2022

All of this to say that hopefully, Dads On Tour becomes his next Oscar-winning motion picture.

Dads on Tour – a Taika Waititi film — molly |RCCC!! | #SaveOFMD??‍☠️ (@aproperpirate) April 25, 2022

We don’t know how many episodes of Dads On Tour we’re going to get or whether we’ll get a season 2 ( #RenewOurFlagMeansDeath ) but for now, we can all just log into Instagram each day and see Waititi sharing the beauty (and horribly frightening lakes) of New Zealand while being a great dad. Please like, comment, and scream to the gods for more content.

(image: Kevin Winter/Getty Images)

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Japan Warns of Elevated Risk of Giant Earthquake After Strong One Hits

The official warning came after a 7.1-magnitude temblor struck off the coast of southern Japan on Thursday.

Strong Earthquake Hits Southern Japan

Shake intensity.

By River Akira Davis Kiuko Notoya Hisako Ueno and Victoria Kim

River Akira Davis, Kiuko Notoya and Hisako Ueno reported from Tokyo, and Victoria Kim from Seoul.

Japan’s meteorological agency said on Thursday that there was a higher-than-usual chance that an immense earthquake could hit the country in the next few days, following a 7.1-magnitude temblor off the southern island of Kyushu.

Japan has long expected a major earthquake to occur along the Nankai Trough off its eastern coast. As of last year, researchers said there was a 60 percent chance that an earthquake of magnitude 8 to 9 — even more devastating than the one in 2011 that laid waste to the country’s northeast coast and knocked out cooling systems at the Fukushima Daiichi nuclear plant — would occur in the trough area over the next 20 years.

After the 7.1-magnitude quake on Thursday, Japan’s meteorological agency convened a group of experts to evaluate whether it could be related to the long-anticipated bigger disaster, called a “Nankai Trough megathrust earthquake.”

Experts warn that an earthquake between two tectonic plates that converge along the Nankai megathrust fault, which runs from Kyushu north through Tokyo, could cause devastation. It could extensively damage cities throughout Japan, potentially cause a tsunami and lead to hundreds of thousands of deaths.

“The possibility of a large-scale earthquake occurring in the area of ​​the Nankai Trough is relatively higher than usual,” the meteorological agency said in a statement late Thursday.

The risk that an earthquake of magnitude of 8 or higher would occur after one with a magnitude of 7 is particularly elevated for about a week after the initial temblor, the agency said.

Japan’s meteorological agency issued a “caution” level of warning on Thursday. The next step up would be an “alert,” which would advise residents to evacuate from areas deemed a tsunami risk. The agency said it was the first time Japan had issued a “caution.”

Prime Minister Fumio Kishida urged people to ensure that they were ready at all times in case an earthquake occurred and they had to evacuate. He told reporters that the government was on high alert.

Earlier on Thursday, a tsunami advisory was issued for coastal regions on the southern Japanese islands of Kyushu and Shikoku after the 7.1-magnitude quake. As of late Thursday evening, the maximum height of waves recorded reached about a foot and a half off the coast of Miyazaki Prefecture on Kyushu.

A handful of injuries but no deaths were reported related to the earthquake. Footage showed images of strong shaking in buildings in Miyazaki Prefecture, but damage in the area appeared to be minimal. The earthquake occurred less than 20 miles off the coast of Miyazaki, according to the United States Geological Survey.

Bullet train service was temporarily halted on Kyushu, and the Miyazaki Airport suspended takeoffs and landings to inspect runways for any damage. Both bullet train and airport operations resumed later Thursday evening.

The Kyushu Electric Power Company said its nuclear power plants were operating normally.

Separate from the heightened possibility of a Nankai Trough earthquake, Japan’s meteorological agency advised being alert for aftershocks of a similar magnitude off the eastern coast of Miyazaki Prefecture over the next week. It said that landslides could also be a risk if there is rain in the coming days.

An earlier version of this article used an incorrect map showing an earthquake on Japan’s west coast. The earthquakes occurred on Japan’s east coast.

How we handle corrections

River Akira Davis covers Japan, including its economy and businesses, and is based in Tokyo. More about River Akira Davis

Kiuko Notoya is a Tokyo-based reporter and researcher, covering news and features from Japan. More about Kiuko Notoya

Hisako Ueno is a reporter and researcher based in Tokyo, writing on Japanese politics, business, labor, gender and culture. More about Hisako Ueno

Victoria Kim is a reporter based in Seoul and focuses on breaking news coverage across the world. More about Victoria Kim

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Air New Zealand Airpoints loyalty programme: Four updates travellers should know

Sarah Pollok

The Airpoints programme has introduced several changes with more to come over the next 12 months. Photo / Dean Purcell

Air New Zealand has launched several changes to its loyalty programme, Airpoints™ which include a revamped dashboard and increased flexibility.

Several features have been added, removed or changed for the programme’s 4.6 million members.

Here are four key changes you should know about.

1. There is a new dashboard

The dashboard will have a “more modern look and feel” according to Air New Zealand, which will make it easier to view benefits and activities.

To see your personalised Airpoints dashboard, log into the Air New Zealand website, click on your profile icon in the top right corner of the homage and select ‘Your Airpoints’ from the dropdown menu.

Here, travellers can manage their accounts, view benefits, and keep track of Airpoints™ activity.

2. You can share your Airpoints™ with more people

Previously, members could only share their Airpoints with four people across two home addresses. Now, a ‘Shairpoints’ account can have 10 members from different households, as long as they reside within Aotearoa.

This allows people to pool Airpoints Dollars with a wider circle, making group trips easier.

3. Tier Reviews are becoming simpler

Elite, Gold or Silver members previously had a tier review date and a separate end-of-membership year date. Now, there will be just one date; your tier end date.

This makes it easier to track membership status and understand when benefits are up for renewal. If you maintain your tier, the new membership year begins immediately and you can enjoy the benefits rather than wait several weeks for the membership to restart.

Tier upgrades can happen whenever you earn enough Status Points and benefits will be available one day after reaching the new tier.

4. Kiwibank Airpoints Dollars Top-Up

Air New Zealand has temporarily removed members’ ability to top up Airpoints dollars online using a Kiwibank Airpoints earning credit card.

While the online functionality is unavailable, members can top up Airpoints Dollars by contacting the airline. This will take between two and four days.

Members will continue to automatically earn Airpoints Dollars on eligible purchases made using the Kiwibank Airpoints earning credit card.

Air New Zealand chief digital officer Nikhil Ravishankar said the airline is excited to unveil the first of “many” improvements to the Airpoints programme.

“Our customers have told us what they love about the Airpoints programme, but we’ve also heard that we need to make some changes.

“What does not change is that our Airpoints programme will remain transparent and member-centric, with our members being able to redeem their Airpoints Dollars™ across all Air New Zealand flights and our Airpoints Store.”

Members will reportedly have “more earning power” over the next 12 months as the airline adds more partners, more rewards and a new tier.

“We’re not slowing down, we’re committed to creating an even more rewarding travel experience for our members, so watch this space.”

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