“Find Your 100%” is the slogan for New Zealand’s latest tourism campaign. The campaign invites global travelers to experience a sense of connection, inspiration, and fulfillment in New Zealand’s destinations. According to Tourism New Zealand CEO René de Monchy, this is an invitation for visitors to fully immerse themselves and discover themselves “100%” in New Zealand.
The “Find Your 100%” campaign began on global social media and paid advertising in the United States, then expanded to key global markets through digital, social, industry partnerships, and trade promotions. The target is to book a trip to the 155 million people currently considering a holiday to New Zealand. With activities ranging from national parks to premium cuisine, the campaign reinforces New Zealand as a year-round destination for adventure, relaxation, and immersive cultural experiences.
The diverse range of destinations featured is captivating: whale watching and creative culinary delights in Kaikōura, premium food and wine experiences in Queenstown, the challenging Hump Ridge trek in Fiordland, the fantasy atmosphere of Hobbiton in Matamata, and conservation ecotourism on Tiritiri Matangi Island and the panoramic views of the Southern Alps. All offer opportunities for travelers to experience nature, serenity, and authentic cultural interactions with Māori and local communities.
The TBWA New Zealand creative team spearheaded this campaign alongside Māori iwi, regional tourism operators, and industry players. For over 25 years, “100% Pure New Zealand” has been the most sustainable and globally recognized destination campaign. This latest version, “Find Your 100%,” refreshes the brand image, replacing the previous campaign, “If You Seek” (2022–2024).
In the context of the Indonesian market, positive trends are also beginning to emerge. Projection data shows that in 2025 the number of tourist visits for holiday purposes from Indonesia is predicted to reach around 34,164 people, up from 18,498 visitors in 2018. Factors such as the reopening of flight routes, direct promotions to major cities such as Jakarta, Surabaya, and Bali, and the offering of unique experiences — from Māori culture, nature tourism, to iconic landscapes — are further strengthening the interest of Indonesian travelers.
