Tourism New Zealand has teamed up with Māori game developers Piki Studios, Mojang Studios, and Warner Bros. to create an immersive new digital experience.
The ‘Aotearoa New Zealand DLC’ for Minecraft is now available on the Minecraft Marketplace, offering players a chance to explore New Zealand’s stunning landscapes and rich cultural heritage. Set to coincide with the Minecraft Movie release in April, the initiative seeks to inspire players to connect with New Zealand’s culture and landscapes.
Bringing New Zealand to the Minecraft Universe
Tourism New Zealand has launched a digital exploration of the country’s most famous locations within Minecraft, offering players the chance to experience everything from the mystical Waitomo Caves to the serene Patea/Doubtful Sound. With interactive activities like paddling a waka and stargazing, the virtual destinations closely mirror the real-world tourism experiences.
“This is something you haven’t seen from Tourism New Zealand before,” said René de Monchy, chief executive of Tourism New Zealand. “By blending gaming, culture, and tourism, we’re offering millions of Minecraft fans the unique opportunity to virtually explore our country and then bring those adventures to life by visiting Aotearoa.”
The initiative also champions sustainable travel, encouraging players to respect New Zealand’s environment and Māori heritage through the Tiaki – Care for New Zealand campaign.
A Strategic Boost for Tourism and Film
The Minecraft DLC is part of Tourism New Zealand’s broader four-year strategy to promote year-round travel. It leverages the game’s massive audience—70 million players in key tourism markets—to encourage potential visitors to experience New Zealand beyond the virtual world.
According to Tourism New Zealand, the initiative could generate up to $50 million in visitor spending. Additionally, the DLC aligns with the government’s New Zealand Screen Production Rebate, which played a key role in attracting Warner Bros. to film a Minecraft Movie in the country.
In-market activations are set to launch alongside the film’s release in April, further strengthening the connection between the game, the film, and real-world tourism. Specially designed Minecraft-inspired travel itineraries will also help promote visits to the featured locations.
A Model for Future Tourism Campaigns
Tourism New Zealand’s innovative use of Minecraft as a tourism marketing tool has garnered praise within the industry.
Kelly Grindle, managing director of Special PR, praised the project’s ambition, noting, “What we love about working with Tourism New Zealand is the sheer ambition of their team. They’ve managed to turn the world’s most popular video game into a call-to-action for prospective visitors: play our enchanting digital world before coming to play for real.”
The campaign builds on past efforts like the ‘If You Seek Stories’ initiative, aimed at attracting Australian travellers.
The DLC sets a fresh precedent for digital engagement by integrating gaming with cultural storytelling. The hope is that as millions virtually tour New Zealand, many will be inspired to visit the country in person.