Tourism New Zealand, in partnership with Warner Bros., Mojang Studios (the developers of Minecraft), and eleven Māori iwi (tribes), has created a groundbreaking initiative. The collaboration allows millions of Minecraft fans to explore New Zealand virtually, making it the first fully playable destination in the Minecraft world.
This innovative move aims to promote New Zealand as a top travel destination. Players can explore famous New Zealand locations like the Waitomo Caves, Abel Tasman National Park, and Tekapo, all within the Minecraft world. These virtual experiences serve as a preview of the real-life adventures awaiting tourists in Aotearoa (New Zealand). By engaging Minecraft players, the initiative is expected to generate $50 million in tourism revenue for New Zealand this year alone.
The campaign taps into Minecraft’s huge global fan base, with around 70 million active users who are potential visitors to New Zealand. The activity is expected to generate $50 million in advertising value through media and social media exposure, promoting New Zealand to millions worldwide. Through this collaboration, Tourism New Zealand is not just creating a fun, interactive experience, but also providing a call-to-action for virtual players to consider real-life trips to New Zealand.
The initiative features an entirely new experience: the Aotearoa New Zealand DLC (downloadable content), available for free on the Minecraft Marketplace. The DLC includes virtual versions of six iconic locations, such as the Māori Arts and Craft Institute in Rotorua and the stunning Patea/Doubtful Sound.
What makes this project truly special is its combination of technology, gaming, and Māori culture. The game was created with help from Māori communities, ensuring a respectful and authentic representation of New Zealand’s rich cultural heritage. The wharenui (meeting house) in the game was designed by Māori artisans from Te Puia, the Māori Arts and Crafts Institute, adding a unique cultural touch.
Kelly Grindle, managing director of Special PR, says, “We’re thrilled to work with Tourism New Zealand, who have turned Minecraft into a powerful tool for tourism promotion. This integrated campaign will not only excite Minecraft fans but also inspire others to visit New Zealand.”
Each in-game location offers activities that mirror real-life experiences. For example, players can paddle a waka (Māori canoe) in Abel Tasman or stargaze in Tekapo. These activities encourage players to learn about New Zealand’s natural beauty and cultural practices. The game also includes lessons on responsible travel, in collaboration with Tiaki – Care for New Zealand, teaching players how to respect and care for the country.
This collaboration is part of Tourism New Zealand’s strategy to position the country as a year-round destination, showcasing activities that visitors can enjoy in every season. The campaign is also aligned with New Zealand’s growing interest in Māori gaming development, setting a precedent for future digital cultural collaborations.
In April, alongside the release of A Minecraft Movie, Tourism New Zealand will launch additional marketing initiatives to continue driving interest in the game and real-life travel to New Zealand.
Credits:
Aotearoa New Zealand DLC developer: Piki Studios
Creative Agency: Special PR
Film Production: The Beards
Production: The Supreme Group
Photographer: Brett Phibbs
