Kia ora THE 1 July 2024 marked the start of Tourism New Zealand's new financial year and the beginning of our new four-year strategy. As many of you will have seen, our focus is on promoting year-round tourism through growing off-peak visitation. This is where we can make a real difference for our industry and New Zealand's economy. This year we will be working hard to build desire for New Zealand as a year-round destination and encouraging people to consider off-peak when they are planning their holiday. Last week, Tourism New Zealand refreshed our 100% Pure New Zealand global brand campaign IF YOU SEEK with a focus on highlighting New Zealand's year-round experiences. The new content features regions and experiences from across the country, including Manea Footprints of Kupe and in Northland, West Coast beaches in Auckland, Waka Abel Tasman in Nelson/Tasman, Cloudy Bay in Marlborough and Skylark Lodge in the Mackenzie District. IF YOU SEEK has been successful to date, driving some of the highest levels of preference that destination New Zealand has ever experienced. 46% of those who are seriously considering visiting New Zealand have us as at the top of their bucket list, putting Tourism New Zealand in a great position to convert that desire into bookings. Tourism New Zealand's consumer website newzealand.com and trade channels are being refreshed with content focusing on tourism experiences best suited to off-peak seasons. Resources to support and educate trade partners on how to best to sell a New Zealand holiday between March – November are also being developed. The refreshed IF YOU SEEK campaign means our global brand activity is fit-for-the-future and will continue to work hard for us, showcasing the exceptional experiences Aotearoa New Zealand offers across all seasons. | 
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