Category Archives: Social Media

Tourism New Zealand has just dropped a game-changing global campaign ‘100% Pure Play’, bringing the magic of Aotearoa into the pixelated world of Minecraft! This epic collaboration lets millions of players explore New Zealand’s breathtaking landscapes, sparking their imagination (and hopefully their travel plans). It's also been cleverly planned to time with the April release date of the Minecraft movie filmed in New Zealand. View campaign media release.

Despite the gaming nature of the campaign, this is a real opportunity for your tourism business to join the adventure and turn virtual interest into real-world bookings. Ready to press start? Here are five key ways to integrate ‘100% Pure Play’ into your marketing strategy and attract more explorers!

1. Does the Minecraft...

Marketing isn’t a one-size-fits-all game - especially in the tourism industry! To create winning strategies, you’ve got to crack the code on different generations - who they are, what makes them tick, and where they hang out online.

Are you charming Baby Boomers who love a touch of luxury? Helping Gen Xers break free from the 9-to-5 grind? Fuelling Millennials’ never-ending quest for bucket-list adventures? Or keeping up with Gen Z’s fast-moving, trend-chasing travel style?

No worries - we’ve got you covered! By tapping into these generational insights, you can sharpen your focus, craft killer campaigns, and create content that speaks directly to your dream travellers. Let’s make your marketing work smarter, not harder!

1. Baby Boomers (Born 1946-1964)

Who Are...

The digital landscape is evolving at an unprecedented pace, and staying ahead in social media requires agility and strategy. The best-performing brands are not merely chasing trends but integrating social listening, AI-driven content, and innovative engagement techniques into their strategies. Here’s what tourism operators need to know to harness these trends for success in 2025.

1. The Shift Towards Entertainment-Driven Content

Consumers now expect brands to entertain, educate, and inform without overt self-promotion. In response, businesses are prioritising content that engages audiences authentically. Nearly half of surveyed marketers in the Hootsuite 2025 social media survey state that over 60% of their content serves this purpose.

Some brands are even experimenting...

The trend of taking a ‘workcation’ - working remotely while travelling - has gained momentum as companies become more flexible with remote work policies. In response, countries like New Zealand and Australia have introduced flexibility to their visitor visas designed to attract digital nomads, allowing them to live, work, and explore for extended periods with ease.

As a tourism business, this presents a golden opportunity to attract this growing segment of travellers. By implementing the following strategies, you can effectively attract and cater to digital nomads, and at the same time lift your occupancy rates in quieter months when you need a boost.

Below are five simple strategies to tap into the digital nomad market.

1. Create a Remote-Friendly Environment

Digital...

In digital marketing, we often focus on the latest trends - whether it’s TikTok, Instagram Reels, or AI-driven marketing. But while newer platforms grab attention, Facebook remains one of the most powerful tools for marketers in 2025, and it's no exception for tourism.

In fact, Hubspot has identified Facebook in their list of "Top Digital Marketing Trends in 2025" and highlighted from their survey of over 1700 marketers, that 40% of them indicated that the Facebook platform is among their top 3 drivers of ROI. 

If you’ve been neglecting Facebook in favour of newer trending platforms, it’s time to rethink your strategy.

Here’s why.

1. A Massive & Engaged User Base

Despite predictions that Facebook would decline, the platform still boasts nearly 3 billion monthly...

When most people think of summer holidays, they imagine sun-drenched countries like Hawaii, Spain, or Greece. But with rising global temperatures, these destinations are becoming less appealing to travellers looking for a comfortable getaway. Enter the coolcation—a growing travel trend that favours cooler, temperate destinations over traditional summer hotspots….and less crowds.

What is a Coolcation?

A coolcation is a holiday in a destination with a cooler climate, offering respite from extreme summer heat. Coined by Condé Nast Traveler in late 2023, the term has quickly gained traction. In fact, a survey by Virtuoso, a network of luxury travel advisors, found that 82% of their clients expressed interest in coolcations for 2024, with bookings to Scandinavian countries...