Posted by: sabrina | February 1, 2010

GO ALL THE WAY… around the world

‘GO ALL THE WAY’ to New Zealand is what my fellow countrymen are being told by a new 100% Pure New Zealand advertising campaign for backpackers.

The campaign was launched in September last year; the website is online since January and paid online advertising had begun in Germany, the UK, Netherlands, Sweden and Denmark.

100% PURE NEW ZEALAND: go all the way

Go all the way is an unmistakable message to young people from the other side of the world: no gap year is complete as long as you haven’t paid a visit to New Zealand.

According to Tourism New Zealand, during 2008/09 visitors from Germany were amongst the most satisfied of all international visitors to NZ. (Which is quite surprising for me, to be honest, because Germans generally tend to complain as they are rather hard to please – so in effect, this is good news: the Kiwis must have done a pretty good job here!)  

There was a 4%-increase in visitor numbers from Germany: almost 64,000 German visitors came to New Zealand in 2009, with 70% of them being holiday visitors.

The median length of stay was 22 days with an average expenditure of almost NZ$ 5,000 per visit.

The Go all the way-campaign targets mainly young people in order to increase the number of backpackers travelling to New Zealand.

The International Visitor Survey defines backpackers as travellers who spend more than 30% of their stay in backpacker accomodation and hostels.

BACKPACKER: with a backpack (pic:

A number of about 183,000 backpackers came to New Zealand in the year up to September 2009. This is an increase of 6% within one year.

In late 2009, Tourism New Zealand gave out 50 video cameras to travellers, who shot video footage of their experiences while travelling around the country.

Some of the videos can already be viewed on the Go all the way-website and are especially aimed at people who are still in the process of planning their trip (or haven’t even made the decision whether to go to NZ or not, yet).

Go all the way is also being actively supported by to “help coordinate industry involvement in the campaign”.

– get more information on Go all the way here and here

– see more stats here

– get an overview over the European tourism market here

follow Tourism New Zealand on Twitter



  1. […] Read more here: GO ALL THE WAY… around the world « International Departures […]

  2. […] This post was mentioned on Twitter by twitstats and Walter Scheer, Sabrina Dankel. Sabrina Dankel said: New blogpost: how NZ tries to attract my fellow Germans to travel as backpackers: #goalltheway #tourism #NZ #blog […]

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