Tourism New Zealand launches ‘Don’t be a Stranger’ campaign

Tourism New Zealand has launched a new social-led marketing campaign titled ‘Don’t be a Stranger’ through the creative agency Yarn. The campaign aims to encourage international visitors to reconnect with friends and family residing in the country.

The Visiting Friends and Relatives (VFR) segment is New Zealand’s second-largest international visitor group, representing approximately 30 percent of all international arrivals. This segment contributed $2.6 billion to the economy during the year ending June 2026.

Australia is identified as the priority market for this initiative, with 45 percent of Australian arrivals traveling to visit friends or relatives. The campaign also targets visitors from the United Kingdom and Canada. The promotional content features a collaboration between Bree Tomasel and comedian Tanya Hennessy to highlight the personal connections that drive tourism.