Tourism New Zealand Launches Minecraft Campaign Centring Māori Culture to Inspire Real-World Travel
Tourism New Zealand has transformed Aotearoa into a fully playable Minecraft destination, inviting millions of gamers to explore its iconic landscapes and Māori culture – virtually.
The campaign, launched in collaboration with Warner Bros., Mojang Studios, and Māori game developers, not only brings New Zealand’s breathtaking scenery to life in the digital realm, but also aims to inspire real-world travel, potentially driving $50 million in visitor spending.
“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 ‘Aotearoa New Zealand DLC’ (downloadable content) is available for free on the Minecraft Marketplace and features six iconic locations: Waitomo Caves, Te Puia, the New Zealand Māori Arts and Crafts Institute in Rotorua, Kāpiti Island, Abel Tasman, Tekapō/Takapo, and Patea/Doubtful Sound.
Each location offers unique activities, such as paddling a waka in Abel Tasman or stargazing in Tekapō/Takapo, which mirror real-life experiences. The game also promotes positive traveller behaviours through the Tiaki – Care for New Zealand initiative, teaching players how to travel responsibly.
The campaign is designed to tap into Minecraft’s massive global audience, with 70 million players in key tourism markets already considering a visit to New Zealand. Remarkably, 85% of these players are interested in experiencing Aotearoa through Minecraft.
“Working with Mojang on such an iconic game has been an incredible experience,” said Whetu Paitai, chief business operator of Piki Studios, the Māori game design studio behind the project.
“Ensuring the rich Whāraki – interconnected tapestry of stories, traditions, and cultural heritage – of our land and people was accurately represented was both a challenge and a privilege.”
Tourism New Zealand worked with Piki Studios, an official Minecraft partner and award-winning Māori game design studio, to build the DLC. Whetu led the development, collaborating with Tourism New Zealand, the wider tourism industry, and mana whenua (local Māori) from the regions depicted.
The game begins with a traditional mihi whakatau (welcome) onto a marae, immersing players in Māori culture from the start. The central hub, a wharenui (meeting house), was designed, named, and gifted by the expert carvers and designers at the New Zealand Māori Arts and Crafts Institute at Te Puia.
This collaboration stands as the most recent and comprehensive example of Te Ao Māori (the Māori worldview) being woven into a computer game. “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,” Whetu added.
The campaign aligns with Tourism New Zealand’s four-year strategy, showcasing New Zealand as a year-round destination and highlighting activities that can be enjoyed in any season. It also supports the New Zealand Screen Production Rebate, which attracted Warner Bros. to film ‘A Minecraft Movie’ in the country.
In-market activations will launch alongside the film’s release in April, harnessing the buzz created by the movie. Specific Minecraft itineraries have been developed to help travel sellers promote holidays that allow visitors to experience the locations in person.
Kelly Grindle, managing director of Special PR, which worked on the campaign, said, “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 comes after Tourism NZ's 'If You Seek Stories' platform, with TBWA Sydney, wich sought to promote travel to New Zealand among Australians, as previously revealed by LBB.
