Tourism New Zealand has embarked on an innovative collaboration with Warner Bros., Mojang Studios, and Māori game developers to unveil a unique Minecraft campaign that celebrates Māori culture and promotes tourism. This initiative introduces a free downloadable content (DLC) pack that allows players to explore six iconic locations across New Zealand within the Minecraft universe, with the aim of inspiring real-world travel and potentially generating an impressive million in visitor spending.
Campaign Launch and Objectives
Launched on March 24, 2025, the campaign coincides with the upcoming release of ‘A Minecraft Movie’ in April. René de Monchy, the chief executive of Tourism New Zealand, highlighted the campaign’s innovative fusion of gaming, culture, and tourism, stating, “This is something you haven’t seen from Tourism New Zealand before.” The initiative is strategically aimed at Minecraft’s expansive global audience, particularly targeting the 70 million players in key tourism markets who are already contemplating a visit to New Zealand. Notably, 85% of these players express interest in experiencing Aotearoa through the game.
“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,” Monchy added, emphasizing the campaign’s potential to connect digital experiences with real-world exploration.
Features of the Aotearoa New Zealand DLC
The ‘Aotearoa New Zealand DLC’ showcases stunning locations such as:
- Waitomo Caves
- Te Puia
- New Zealand Māori Arts and Crafts Institute in Rotorua
- Kāpiti Island
- Abel Tasman
- Tekapō/Takapo
- Patea/Doubtful Sound
Players can engage in activities that mirror real-life experiences, such as paddling a waka or stargazing. Additionally, the game incorporates the Tiaki – Care for New Zealand initiative, which promotes responsible travel practices.
Collaboration and Cultural Representation
Whetu Paitai, chief business operator of Piki Studios, the Māori game design studio responsible for developing the DLC, underscored the importance of accurately representing the “rich Whāraki – interconnected tapestry of stories, traditions, and cultural heritage” of the land and its people. Piki Studios, an official Minecraft partner, worked closely with Tourism New Zealand, the tourism industry, and local Māori communities to ensure authenticity in the DLC’s portrayal.
The game begins with a traditional Māori welcome onto a marae, and the central hub features a wharenui designed, named, and gifted by the New Zealand Māori Arts and Crafts Institute at Te Puia. This element signifies a meaningful integration of Te Ao Māori (the Māori worldview) into the gaming experience. Paitai remarked, “Māori game development is growing, but our whanau (people) have to see models of that happening in front of them, and this is what projects like this achieve.”
Strategic Alignment and Future Prospects
This campaign aligns seamlessly with Tourism New Zealand’s four-year strategy to position the country as a year-round destination. It also complements the New Zealand Screen Production Rebate, which has attracted Warner Bros. to film ‘A Minecraft Movie’ in New Zealand. In-market activations will accompany the film’s release, further enhancing the campaign’s reach.
Kelly Grindle, managing director of Special PR, which collaborated on the campaign, praised Tourism New Zealand’s ambitious approach. “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.” This campaign builds on Tourism NZ’s previous ‘If You Seek Stories’ platform, which has successfully promoted travel to New Zealand among Australians.
