The industry is made up of a small number of larger companies
and a large number of small to medium enterprises.
While New Zealand's landscapes are still the main driver for
international visitors, there is growing consumer interest in a
range of other activities including eco-tourism, the spa and
wellness sector, and food and wine tourism.
These are in addition to the well established adventure tourism
sector, which includes activities such as river jet-boating, bungy
jumping, sky diving and many other high-adrenalin pastimes.
Tourism New Zealand markets New Zealand internationally through the
100% Pure New Zealand You campaign, with its vision to make New
Zealand the ultimate destination.
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