New Zealand Invites Indians to Travel Beyond the Filter

New Zealand’s Fresh Approach: Real Travel, Not Just Pretty Pictures

As more Indians pack their bags for international adventures, New Zealand is rolling out a new welcome mat—one that’s all about authentic experiences, not just Instagram-perfect moments. With Indian outbound travel booming—over 15 million Indians traveled abroad in the first half of 2024, a 14% jump from the previous year—New Zealand is making a strong pitch to attract India’s new-age, experience-hungry travelers.

#BeyondTheFilter: A Campaign for Real Connections

To tap into this growing market, Tourism New Zealand has launched the #BeyondTheFilter campaign. The campaign stars real-life Bollywood couple Rajkummar Rao and Patralekhaa, inviting Indian audiences to discover the true spirit of Aotearoa New Zealand—not through camera filters, but through genuine, emotional, and cultural engagement.

“We wanted someone who felt genuine and relatable and whose relationship brought authenticity to the story,” said Gregg Wafelbakker, Regional Director, Asia, Tourism New Zealand.

Instead of focusing on staged, picture-perfect travel moments, the campaign showcases the couple’s real interactions and spontaneous experiences against the backdrop of New Zealand’s untouched natural beauty. The message: Travel is about feeling, not just seeing.

Why New Zealand? Stories, Not Just Scenery

For Rajkummar Rao and Patralekhaa, the journey to New Zealand was inspired by stories from family and friends who visited before them. Patralekhaa shared that the country had been on their bucket list for years, thanks to glowing reviews about its endless opportunities for exploration and the warmth of its people.

The couple’s trip, documented in a five-part mini-series, highlights everything from a magical breakfast at the Hobbiton Movie Set to deep dives into Maori culture and adventure activities. Their takeaway? New Zealand is more than just a pretty backdrop for social media—it’s a place to make lasting memories.

Changing Indian Travel Trends

Indian travelers are evolving. While the country’s tourists have always loved New Zealand’s adrenaline-pumping activities like bungee jumping and white-water rafting, there’s now a clear shift towards slower, more immersive travel. Indians are spending more time on each activity, seeking deeper cultural connections, and exploring local communities.

This trend is reflected in the numbers: India is now New Zealand’s fifth largest tourism market, even surpassing some European countries after the pandemic. Arrivals from India are 22% higher than pre-pandemic levels, and the recovery has been faster than from any other country.

How Indians Are Booking Their Kiwi Adventures

About 85% of Indian travelers to New Zealand still prefer booking through travel agents, both traditional and online platforms like MakeMyTrip and Yatra. Tourism New Zealand is working closely with these partners to create itineraries that cater to Indian interests—whether it’s adventure, romance, wellness, or family fun.

There’s also a broad mix of travelers: families, honeymooners, solo adventurers, and especially young couples are all finding reasons to visit.

Perfect Timing: Off-Peak for Kiwis, Peak for Indians

New Zealand’s off-peak seasons—autumn and spring—align perfectly with India’s peak travel periods. This means Indian tourists can enjoy the best of New Zealand when it’s less crowded and more affordable.

Responsible Tourism and Cultural Connection

Tourism New Zealand isn’t just selling scenery. The new campaign emphasizes responsible and immersive tourism, encouraging visitors to give back to local communities and engage with Maori culture in meaningful ways.

“There’s a growing global trend of travellers wanting to give back—to contribute, not just consume. That’s something we’re leaning into,” Wafelbakker explained.

Looking Ahead: India’s Place on the Global Tourism Map

With India projected to become the world’s fifth largest outbound tourism market by 2027 and travel spending expected to hit $89 billion, New Zealand is determined to keep investing in its relationship with Indian travelers. The focus is on creating experiences that go beyond the filter—inviting visitors to connect, explore, and truly feel the magic of New Zealand.