New Zealand's eight year old tourism campaign is to be relaunched to allow it to make the most of digital media.
The 100 per cent New Zealand scheme will use the internet, electronic billboards, blog sites and digital music players to reach a new audience, Stuff.co.nz reports.
Chief executive of Tourism New Zealand George Hickton told the site that the campaign had helped attract some 900,000 additional tourists to the country and that the relaunch of the initiative represented a shift in tourist education.
He noted that many tourists now wish to take part in unique activities, rather than just crossing countries "off a list".
Earlier this month, video website YouTube was recently taken over for 24 hours by Tourism New Zealand as part of its online promotion of the country.
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