Case Study: Tourism New Zealand accelerates domestic tourism recovery with Similarweb

Tourism NZ uses Similarweb to shift focus during global pandemic

Tourism New Zealand, the agency that markets New Zealand to the world, was asked in April 2020 to pivot from international promotion to kickstarting domestic tourism after COVID-19 border closures devastated the sector. The brief required rapid research, consumer marketing, industry engagement and content changes to help local operators and restart the economy.

Using Similarweb alongside other tools, Tourism NZ identified content gaps (e.g., “things to do in…”, family- and pet-friendly holidays) and developed regional-specific content, deals and partnerships. Those insights fed the “Do Something New New Zealand” campaign and a refreshed newzealand.com, enabling a test-and-learn approach with real-time reporting to better target domestic travelers and support local tourism recovery.

Tourism New Zealand

Sarah Britton

Global Manager Digital Analytics