Local Tourism Videos: Attract More Kiwi Travellers

The Rise of Domestic Tourism in New Zealand

Domestic tourism has always been a cornerstone of New Zealand’s visitor economy, but in the last few years it has taken on new importance. According to Tourism New Zealand, Kiwi travellers spend billions annually exploring their own country, supporting small businesses and regional economies. Stats NZ reported that in 2023, domestic tourism expenditure reached over $25 billion, making local travellers even more valuable than international visitors in many regions.

From quick weekend getaways to extended family road trips, New Zealanders are choosing to discover hidden gems close to home. Regions such as Northland, Hawke’s Bay, and Southland have benefited significantly, with local travellers filling accommodation, dining at restaurants, and booking adventure activities. This shift reflects a growing pride in “holidaying at home” and supporting the recovery of local communities.

For tourism operators, this rise in domestic travel represents both an opportunity and a challenge. Marketing strategies must adapt to highlight affordability, convenience, and unique Kiwi experiences that resonate with locals. Videos are particularly effective in this space, offering an authentic way to showcase attractions that feel accessible and appealing to New Zealand audiences. Hosting these campaigns on Vidude ensures that local tourism content is seen by the audiences that matter most—New Zealanders themselves.

• Key drivers of domestic tourism: affordability, family experiences, regional pride
• Popular trends: road trips, short breaks, cultural events, food tourism
• Economic impact: $25+ billion spent by Kiwi travellers annually

Why Video Works Best for Local Audiences

When it comes to inspiring Kiwi travellers, no format is more powerful than video. Research shows that video generates far higher engagement than static images or text, making it the go-to medium for tourism marketing. For New Zealand audiences in particular, video offers an immediate and relatable way to showcase the people, places, and experiences that make a trip worth taking.

Unlike international marketing campaigns that often rely on polished cinematic imagery, local tourism videos resonate most when they feel authentic and down-to-earth. A family enjoying fish and chips on a Coromandel beach, a couple walking through Wellington’s vibrant Cuba Street, or friends mountain biking in Queenstown—these are the moments that strike a chord with Kiwi audiences. Video allows operators to highlight not just destinations, but the emotions and community spirit behind them.

Hosting and distributing these stories on Vidude provides local operators with a platform designed to reach New Zealanders directly. By showcasing authentic Kiwi experiences in video format, tourism brands can build stronger connections, inspire more local journeys, and drive repeat bookings within their communities.

• Higher engagement: Video receives significantly more clicks, shares, and comments than text or images.
• Authentic storytelling: Local audiences respond to relatable, down-to-earth narratives.
• Emotional impact: Video captures the feeling of experiences, not just the sights.
• Direct reach: Hosting on Vidude ensures visibility among Kiwi travellers first.

Key Platforms for Reaching Kiwi Travellers

New Zealand travellers are active across a range of digital platforms, and understanding where Kiwis consume video content is critical for any tourism operator. While global channels such as Facebook, Instagram, TikTok, and YouTube remain popular, the rise of local-first platforms gives operators new ways to target audiences that matter most. Each platform plays a unique role in shaping how New Zealanders discover, share, and book their next adventure.

Short-form, highly shareable content thrives on TikTok and Instagram Reels, making them ideal for showcasing quick experiences such as a Rotorua zipline ride or a Waiheke Island wine tour. Facebook continues to dominate for event promotion, community-driven campaigns, and regional storytelling, especially among older demographics. YouTube remains the go-to space for long-form travel storytelling, such as South Island road trips or Māori cultural experiences.

For operators seeking a truly New Zealand-focused solution, Vidude offers a homegrown platform built to connect directly with Kiwi audiences. Unlike global networks that prioritise international algorithms, Vidude ensures that local content surfaces for the people most likely to book a trip—New Zealanders themselves. This makes Vidude a powerful tool for tourism operators who want their campaigns to stay rooted in Aotearoa while still reaching digital-savvy audiences.

• TikTok & Instagram: Perfect for short-form, fun, and visually striking travel snippets.
• Facebook: Effective for community engagement, event promotion, and family-oriented tourism.
• YouTube: Ideal for long-form travel storytelling and destination guides.
• Vidude: A local-first platform designed to highlight New Zealand tourism content for Kiwi travellers.

Case Studies: Successful Local Tourism Video Campaigns

One of the best ways to understand the power of video marketing for domestic travel is to look at campaigns that have already made an impact. Across New Zealand, both regional councils and small operators have used storytelling through video to inspire Kiwis to pack their bags and explore.

Tourism New Zealand’s “Do Something New, New Zealand” campaign is a standout example. By encouraging locals to try fresh experiences—from jet boating in Queenstown to stargazing in Tekapo—the campaign successfully shifted perceptions of “travel” from overseas holidays to adventures at home. The videos highlighted not only famous landmarks but also local communities and cultural events.

Regional councils have also had success. DunedinNZ launched a series of short videos showcasing wildlife encounters and heritage sites, which performed strongly on Facebook and YouTube. In the Waikato, a “Hidden Gems” campaign promoted small towns, boutique lodges, and food experiences through authentic video storytelling, resulting in measurable increases in domestic bookings.

Even small businesses are harnessing video effectively. A boutique eco-lodge in Northland used a series of short drone clips to highlight its coastal location, generating significant engagement from Auckland-based families looking for weekend getaways. Similarly, adventure operators in Taupō and Rotorua have found success with GoPro-style clips that capture the thrill of bungy jumps, rafting, and mountain biking.

• National campaigns: “Do Something New, New Zealand” encouraged locals to explore their backyard.
• Regional initiatives: DunedinNZ wildlife storytelling, Waikato’s “Hidden Gems” campaign.
• Small business success: Northland eco-lodge and Taupō adventure tourism videos driving bookings.

Regional Tourism Opportunities Through Video

While international campaigns often get the spotlight, regional tourism in New Zealand benefits even more from well-targeted video marketing. By focusing on unique local attractions and authentic experiences, regions can attract nearby travellers looking for weekend escapes or short holidays.

For example, regions like Taranaki and Hawke’s Bay have leaned into video storytelling to highlight distinctive offerings such as food and wine trails, art festivals, and coastal walking tracks. These campaigns appeal to Kiwis by showcasing activities that feel both special and accessible without requiring long-distance travel.

Smaller towns and rural areas also stand to gain. A well-crafted video showing hidden waterfalls, community markets, or cultural events can inspire travellers from neighbouring cities. Because domestic audiences are often more spontaneous, video content can tip the balance in favour of quick getaways.

Regional tourism operators can strengthen collaboration by pooling resources. Councils, local iwi, and small businesses can work together on unified video campaigns that amplify the area’s identity, rather than competing individually. This not only creates stronger storytelling but also ensures greater reach and return on investment.

• Highlight local uniqueness: Culture, cuisine, landscapes, and festivals.
• Inspire short trips: Showcase weekend-friendly experiences.
• Collaborate locally: Councils, iwi, and businesses combining efforts.

Engaging Kiwi Audiences with Authentic Storytelling

New Zealand travellers value honesty, relatability, and a sense of local pride. Video content that feels too polished or staged often falls flat, while authentic storytelling resonates deeply with Kiwi audiences. The key is to highlight real people, real places, and genuine experiences.

Tourism brands can feature local voices — from farmers and winemakers to surf instructors and cultural guides — allowing travellers to see the human side of a destination. This approach builds trust while showcasing the personality and warmth of the region.

Behind-the-scenes moments also strengthen authenticity. Simple clips of preparation for an event, candid interactions with locals, or community traditions bring travellers closer to the heart of a destination. Instead of promoting only the ‘perfect’ views, videos should reveal the stories behind them.

Authentic storytelling works best when it mirrors how Kiwis themselves explore. Short clips that reflect curiosity, humour, or shared experiences inspire domestic travellers to picture themselves in the moment, creating a stronger emotional connection.

• Use real voices: Feature locals as storytellers, not actors.
• Show behind the scenes: Highlight preparation, community, and traditions.
• Keep it relatable: Focus on everyday humour, pride, and discovery.

Driving Regional Tourism Campaigns Through Collaboration

Collaboration has become a powerful tool for regional tourism operators across New Zealand. By pooling resources, local councils, iwi groups, and small businesses can co-create video campaigns that showcase the collective strengths of a region. Instead of one operator shouldering the entire cost, collaboration allows everyone to benefit from a shared story.

Joint campaigns often highlight themes such as food and wine trails, cultural festivals, or adventure tourism hubs. For example, a group of Hawke’s Bay wineries working with hospitality providers can create a unified video experience that promotes the entire region, encouraging longer stays and higher visitor spend.

Collaboration also increases distribution reach. When multiple operators share the same campaign, the video gains exposure across many social channels, newsletters, and websites at once. This network effect amplifies visibility and strengthens regional branding.

Working together helps ensure that diverse voices are represented. Māori cultural organisations, local adventure guides, and community groups can all contribute to a richer, more inclusive story of place — giving travellers a fuller picture of what makes a region unique.

• Shared resources: Reduce production costs by pooling funding and assets.
• Wider reach: Multiply exposure through collective promotion.
• Inclusive storytelling: Represent the voices of the whole community.

Measuring Success of Local Tourism Videos

Tracking the performance of tourism videos is crucial for understanding what resonates with Kiwi travellers and ensuring marketing efforts generate tangible results. By measuring key metrics, operators can refine campaigns, improve engagement, and increase bookings.

Important metrics include:

• Views and watch time: Indicates how many people are engaging with the content and for how long.
• Engagement rate: Likes, shares, comments, and saves reflect audience interest and relatability.
• Click-through rate (CTR): Tracks how many viewers follow links to booking pages, event sign-ups, or regional guides.
• Conversions: Measures actual bookings or enquiries generated directly from the video.
• Audience demographics: Provides insight into age, location, and interests, helping to target campaigns more effectively.

Case Study: A boutique lodge in Northland analyzed video engagement to understand which content drove bookings. Short clips featuring local beaches and family-friendly activities received 60% more clicks than generic property videos, resulting in a 25% uplift in weekend bookings.

By regularly reviewing analytics, New Zealand tourism operators can optimize video storytelling, improve return on investment, and ensure campaigns are relevant to local audiences.

Common Mistakes to Avoid in Local Tourism Video Marketing

Even experienced tourism operators can stumble when creating video content for Kiwi audiences. Avoiding common pitfalls ensures that campaigns remain engaging, authentic, and effective in driving bookings.

Key mistakes include:

• Overly polished content: Videos that feel staged or impersonal may fail to connect with locals seeking authentic experiences.
• Ignoring mobile users: Many Kiwis view content on smartphones; vertical and mobile-friendly formats are essential.
• Neglecting regional identity: Failing to highlight unique local features can make videos feel generic and unmemorable.
• Lack of clear call-to-action: Without guiding viewers to book, enquire, or visit, the video may generate engagement but not conversions.
• Irregular posting: Inconsistent content can reduce audience interest and algorithmic visibility.
• Neglecting performance metrics: Not reviewing analytics prevents operators from improving future campaigns.

By avoiding these mistakes, New Zealand tourism brands can create more compelling videos that capture attention, build trust, and inspire Kiwi travellers to explore their own regions.

FAQs: Local Tourism Videos for NZ Operators

These frequently asked questions help New Zealand tourism operators understand how to create, distribute, and measure the impact of local-focused video campaigns.

• Q: Why are videos important for attracting Kiwi travellers?
  A: Videos capture the sights, sounds, and experiences of a destination, making it easier for locals to imagine themselves visiting and booking trips.
• Q: What length of video works best for domestic audiences?
  A: Short-form videos (15–60 seconds) work well on social media, while longer 2–5 minute videos are effective for YouTube and storytelling campaigns.
• Q: Do I need professional filming equipment?
  A: Not necessarily. High-quality smartphone videos, drones, and GoPros can produce engaging content if framed with good storytelling.
• Q: How can I make my videos feel authentic to Kiwis?
  A: Feature locals, real experiences, behind-the-scenes moments, and relatable stories that resonate with New Zealand travellers.
• Q: Which regions should I focus on in my videos?
  A: Highlight regional uniqueness — beaches, trails, cultural events, food, and community festivals — that appeal to domestic travellers.
• Q: How often should I post tourism videos?
  A: Consistency matters. Aim for 1–3 social media posts per week and 1–2 longer videos per month for YouTube or similar platforms.
• Q: Can user-generated content (UGC) help?
  A: Yes, authentic content shared by visitors can build trust and inspire others to visit the region.
• Q: How do I track video performance?
  A: Monitor views, watch time, engagement, click-through rates, and bookings to measure ROI.
• Q: Should I focus on short-form or long-form videos?
  A: Use a mix — short-form for awareness and social engagement, long-form for storytelling and deeper connection.
• Q: How can I collaborate with other regional businesses?
  A: Joint campaigns with councils, local operators, and cultural organisations increase reach, reduce costs, and tell a more complete story.
• Q: Are mobile-friendly videos necessary?
  A: Absolutely. Most Kiwi travellers view content on smartphones, so vertical or responsive formats improve engagement.
• Q: Can video campaigns increase domestic bookings?
  A: Yes, well-crafted videos inspire locals to explore, increasing inquiries, bookings, and support for regional tourism businesses.

Conclusion & Call to Action

Local tourism videos are one of the most effective ways to attract Kiwi travellers, showcase regional experiences, and drive bookings. By highlighting authentic stories, unique destinations, and community-driven experiences, operators can engage domestic audiences in a meaningful way.

To achieve maximum impact, it’s essential to create high-quality, relatable videos, distribute them strategically across social channels, and measure their performance to optimize results. Collaboration with regional partners can further enhance reach and storytelling depth.

Ready to elevate your local tourism marketing? Start using Vidude today to host, share, and promote your New Zealand-focused video content. Connect directly with Kiwi travellers, showcase your region authentically, and watch your bookings grow.