Friday, March 21, 2025
New Zealand has officially become the first fully playable destination in Minecraft, thanks to a unique collaboration between the country’s tourism industry and leading gaming companies. This groundbreaking initiative coincides with the release of A Minecraft Movie, giving millions of Minecraft players the chance to explore some of New Zealand’s most iconic locations within the game world.
Tourism New Zealand has launched this innovative approach to destination marketing, offering Minecraft fans the opportunity to virtually explore New Zealand’s stunning landscapes. The initiative is expected to generate significant economic benefits, with projections of $50 million in visitor spending this year alone. The project is also expected to deliver $50 million in media and social media exposure, further amplifying the country’s global visibility.
The creation of the A Minecraft Movie in New Zealand was made possible through government incentives, which support international film productions and tourism collaborations. These incentives also facilitated the development of the Aotearoa New Zealand downloadable content (DLC) for Minecraft, featuring six iconic locations: the Waitomo Caves, Te Puia | New Zealand Māori Arts and Crafts Institute in Rotorua, Kāpiti Island, Abel Tasman, Tekapō/Takapo, and Patea/Doubtful Sound.
The DLC is available for free, offering players a chance to explore New Zealand virtually and become inspired to visit the country in real life. This digital venture taps into the large Minecraft community, with millions of players worldwide. A significant percentage of these players are already interested in experiencing New Zealand, making the project a powerful tool for tourism promotion.
Tourism New Zealand is also promoting the initiative through travel agents and specific market activations, timed to coincide with the release of A Minecraft Movie in April. Special Minecraft-themed itineraries have been created to encourage travelers to visit the featured locations in person, further driving the impact of the campaign.
The project highlights the integration of technology, culture, and tourism in a unique way, with an emphasis on showcasing New Zealand’s rich cultural heritage and breathtaking landscapes. The collaboration also reflects a growing trend of incorporating indigenous cultures into global gaming experiences, ensuring that New Zealand’s cultural stories are represented authentically and respectfully.
By merging virtual exploration with real-world tourism, this innovative campaign not only promotes New Zealand as a travel destination but also sets a new standard for destination marketing in the digital age.
