Home » News » Tourism NZ and Special PR join forces to drive off-peak and year-round tourism in Aotearoa through food

16 August, 2024

Tourism NZ and Special PR join forces to drive off-peak and year-round tourism in Aotearoa through food

By Zach Havard

After years of being snubbed by the Michelin Guide to its remote location, New Zealand has taken matters into its own hands by opening ‘the restaurant with the most stars’.

To celebrate, Special PR and Tourism New Zealand (TNZ) have joined forces to host international tastemakers at an exclusive preview as part of a campaign to put New Zealand’s night skies and culinary offering on the map.

Set beneath Kura Tawhiti at the foot of the Southern Alps, the pop-up Pou-o-Kai restaurant is part of TNZ’s new strategy aimed at growing off-peak, year-round visitation and helping tourism continue to thrive as a vital export for New Zealand.

A foodie delight. (Supplied)

Media, tastemakers and social media advocates from TNZ’s key markets including MasterChef Australia judge Sofia Levin and Ashley Day of the US’ Food and Wine attended the one-night-only event, showcasing produce sourced from across the country for a unique menu prepared by acclaimed New Zealand chef Ben Bayly.

“We know potential visitors are excited by our dark skies and our cuisine,” Tourism New Zealand GM of marketing Brodie McLeish said.

“Combining these insights we have worked with Special ~~Group~~ to point out that New Zealand does not have any Michelin Star restaurants so we’re taking matters into our own hands and showing off our cuisine to the world.”

Tourism New Zealand research shows New Zealand’s dark sky offering is increasingly important to 70 per cent of potential off-peak visitors. Data also shows that for 85 per cent of visitors, food goes beyond necessity and is the number one topic of interest.

A stunning backdrop for dinner. (Supplied)

“The event is strategically aligned with our desire to showcase Aotearoa New Zealand as a compelling destination for international visitors all-year round,” McLeish continued.

“Travel media are hungry for a food angle, so for Tourism New Zealand to get cut-through in an incredibly competitive media landscape we needed to create something quite spectacular in that category to really get the attention of media, editors and social media advocates and reach their audiences.”

Special PR MD Kelly Grindle said that although New Zealand doesn’t have a Michelin Guide operating (due to its remote geographic location), it’s got enough stars of its own.

“We’re thrilled to partner with Tourism New Zealand to showcase our culinary culture on the world stage in this unique and innovative way,” she said.

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Aotearoa Brodie McLeish Kelly Grindle new zealand Special PR