Care for people, and connection to place, drives our ingenuity. Our story is grounded in our values – it’s who we are, what we stand for and what we offer the world. Good things come from our country and the more the world knows about these, the greater chance we have to grow our global reputation.
Our curious, ingenious and adventurous spirit.
We warmly welcome others and build relationships based on respect, care and reciprocity.
Our drive to care for people, place and planet for our future.
Acting with integrity, honesty, and transparency.
New Zealand is well-known for the beauty of its landscapes and the friendliness of its people. We have a reputation for doing the right thing, even when nobody is watching.
New Zealand is a creative place – restless, adventurous, unbound by convention. We are able to work with others to find brave new ways of addressing problems that others may not have thought of.
Development of the New Zealand Story was led by Tourism New Zealand, New Zealand Trade & Enterprise and Education New Zealand with extensive input from over 200 leaders from the primary sector, manufacturing, Māori, export industry, education and wider government services; through a series collaborative and robust private and public sector workshops. The story was then tested for relevance and authenticity in a range of international markets across both business and consumer audiences.
The New Zealand Story Group's purpose is to expand New Zealand's reputation and value internationally through storytelling. In a competitive global economy, reputation matters. And it’s important for a country like ours, with an economy that relies on the strengths of its exports, to continue to grow and diversify. The more we can do to ensure we’re all telling a broad, compelling and aspirational story about New Zealand, that’s grounded in our values and resonates with the world, the greater chance we have of attracting people to all that we offer. Put simply, we need to make New Zealand famous for more good things.