Gamers are set to embark on a virtual journey through some of New Zealand’s most cherished tourist spots, including the stunning Abel Tasman National Park and the breathtaking night skies of Lake Tekapo, all within the beloved realm of Minecraft. This week, six iconic locations will be available for download from the Minecraft store, thanks to a collaboration with Tourism New Zealand aimed at introducing both New Zealand and Te Ao Māori to millions of players globally. The initiative aspires to inspire virtual visitors to transform their digital experiences into real-life adventures.
Innovative Collaboration
This marks a groundbreaking moment as playable destinations make their debut in the game, coinciding with the upcoming release of the live-action film A Minecraft Movie, filmed in New Zealand and set to hit theaters next month. Lee-Anne Jago, co-director of Waka Abel Tasman, initially had limited knowledge of the game when approached about featuring in this innovative content. “I had heard about Minecraft, but I had never played it and had no idea just how huge it was globally,” she remarked.
Since its inception in 2011 by Mojang Studios and subsequent acquisition by Microsoft in 2014, Minecraft has sold over 300 million copies and boasts more than 100 million active users each month. The game allows players to explore an infinite three-dimensional world, gathering resources and constructing tools, structures, and machines from virtual blocks, known as voxels.
Cultural Significance
Jago, who is of Ngāti Māhuta, Ngāti Pou, and Ngāti Raukawa descent, co-founded Waka Abel Tasman in 2016, leading tours that teach participants how to paddle traditional waka while providing cultural education. Her character has now been immortalized within the Minecraft universe, paddling in a double-hulled waka along the Abel Tasman coastline—a thrilling and humbling experience for her.
Waka tours have gained popularity among both New Zealanders and international tourists, many of whom seek to engage with Māori culture but often find limited opportunities outside Rotorua. Jago expressed gratitude for the collaborative efforts, noting that the engagement with iwi has been “incredible.” She emphasized the respectful approach taken towards tikanga Māori, stating, “It just feels like a wonderful turning point and a big mihi to Minecraft, Tourism New Zealand, and the other businesses that collaborated to create this.” She believes that these new playable destinations can further educate players about Aotearoa and its cultural heritage.
Iconic Locations
Tourism New Zealand’s chief executive, René de Monchy, highlighted the unique opportunity presented by the film’s release to partner with Mojang Studios and Warner Brothers to recreate New Zealand’s stunning landscapes in the game’s signature aesthetic. The six selected locations—Waitomo Caves, Rotorua, Kāpiti Island, Abel Tasman National Park, Lake Tekapo, and Doubtful Sound—were chosen for their iconic representation of New Zealand, their incorporation of Māori culture, and their sustainable values.
Research conducted by Tourism New Zealand revealed a significant overlap between Minecraft players and potential tourists, with around 70 million individuals in key markets considering a holiday to New Zealand. De Monchy noted, “Ultimately, what we want them to do is to come and play for real in New Zealand with a holiday.” This initiative marks a pioneering effort for a destination marketing organization to recreate popular locations for use within the Minecraft universe, with careful collaboration from mana whenua.
Community Engagement
John Barrett, co-founder of Kāpiti Island Nature Tours and a member of Ngāti Raukawa, Te Āti Awa, and Ngāti Toa Rangatira, expressed his enthusiasm for the proposal to feature Kāpiti Island in the game. He noted that iwi had thoroughly considered the potential impacts of this representation and were pleased with how sensitively the developers portrayed the island, a site of significant cultural and conservation importance.
Barrett shared his personal connection to Kāpiti Island, which has been integral to the settlement and development of the region. “Our people arrived here in 1820 and have been here ever since,” he explained. With 70% of visitors to the island being New Zealanders and the remaining 30% coming from various international markets, Barrett is eager to see how the inclusion of Kāpiti Island in the gaming world could influence visitor numbers. “We think that this Minecraft engagement will enable that story to be told to a whole new audience,” he concluded.
