The Waitomo Caves are a longtime tourist magnet, thanks to their bioluminescent glow-worms and spectacular stalagmite and stalactite formations. Aside from the glories of the caves, this National Film Unit tourism film mentions the surrounding countryside as “a good reason to stay another day”. Set to a laid-back jazz score, a tour from Waitomo Caves Hotel takes in lambing, limestone outcrops, scenic driving and a picnic by the Marokopa waterfalls. But "to float down the underground river as galaxies pass silently overhead is the crowning pleasure in the valley of Waitomo.”
Made for the 75th anniversary of the Tourist and Publicity Department, this National Film Unit short film surveys New Zealand tourism: from shifts in transport and accommodation, to how Aotearoa is marketed. The "romantic outpost of Empire" seen in 1930s promotional films gives way to a more relaxed, even saucy pitch, emphasising an uncrowded, fun destination. Middle-earth is not yet on the horizon; instead Wind in the Willows provides literary inspiration. Directed by Hugh Macdonald (This is New Zealand), it screened alongside Bugsy Malone and won a Belgian tourist festival award.
“I’d no idea what I’d been missing!” This 1985 film pitches Aotearoa as a destination to our Aussie cobbers. Long haul air travel had led to a tourism boom, and promo campaigns were becoming increasingly sophisticated. This effort tries to overcome expectations of NZ as a place for oldies where “nothing is ever open”. A dinky-di Sydney family go on a tour of “Kiwiland” for a smorgasbord of sun, sea and snow. There’s crayfish and wine on the sand, and Barry Crump tells a less than 100% Pure tale at the pub. Australian John Sheerin (McLeod's Daughters) plays Dad.
The line “where the bloody hell are you?” generated controversy when used in a 2006 Aussie tourism campaign; so who knows what 1980 audiences made of this promo’s exhortation to “Come on to New Zealand.” But as the narration assures: “It’s a safe country. You can walk without being molested.” Aimed at the US market, the film was made as long haul air travel was opening up NZ as a destination. Māori culture, sheep and pretty scenery are highlighted, alongside skinny dipping and weaving (!). Narrated by Bob Parker, the NFU promo marked an early gig for editor Annie Collins.
This second episode of the three-part series following British MP Austin Mitchell’s return to the country where he began his career in (as a broadcaster and author of 1972 book The Half Gallon Quarter Acre Pavlova Paradise) sees a focus on politics. The former Canterbury University political scientist gives a potted political history, from the roots of a conservative Kiwi political mien to the radical changes wrought by Lange’s 80s Labour government and the rise of women ‘on the hill’. Finally he considers tourism, Treaty settlements and the aspirations of Māori.
This NFU tourism promo from 1986 showcases all that the north of the North Island has to offer. As holidaymakers Dave and Julia peruse the sights and sounds of Auckland, they provide a high speed guided tour of its nightlife and many attractions. After Julia exits unexpectedly for LA — possibly to moonlight on another tourist film — Dave is joined by Jacky. The two venture up to Ninety Mile Beach and, after exploring the native bush and enjoying a spot of fishing, end their stay with a bonfire by the sea, a stark contrast to the cosmopolitan delights of Auckland.
This advertisement was part of a 70s campaign promoting New Zealand for New Zealanders. This episode targets the elderly with the narration encouraging seniors to take a closer look at the country they've spent all their lives in but never really seen. Scenic wonder and relaxation is the focus as a bus-borne group of elderly folk travel on a southern tiki tour. This Queenstown is generations away (in both senses) from bungees, rafting and world adventure tourism capital status; with a trip in the gondola to the Skyline the most likely to set pulses racing here.
Directed by David Fowler for the National Film Unit, tourism promo Holiday For Susan enthusiastically follows 22-year-old Aussie Susan's tour of Godzone with Kiwi lass Lorraine Clark. En route, Susan finds a husband in Auckland's David Thomas. Abounding with shots of scenic wonder (cleverly integrated with signs of the country's industrial progress), and Susan's legs (many aspects of the film would have had Kate Sheppard rolling in her grave), the film presents a jaunty portrait of 60s NZ as a destination for young, well-to-do, globetrotters.
This 1960 tourism film, produced by the National Film Unit, is aimed at a particular market niche: hunter holidaymakers. It follows a visitor from Omaha, USA, ‘JD’, who flies down to the “land of countless deer”: Dart Valley in the Southern Alps. A folk song extols the joys of answering the call of the wild — “The very best thing for a man: To hunt and fish and sleep out of doors, eat his tucker where he can” — as JD and his guide climb via bird-filled beech forest onto scree slopes to nab a 14-point stag; before a ciggie on the ridge and a squiz at the scenery.
This series sees Kiwi-born chef Robert Oliver roving the Pacific, exploring local food culture, and looking to inspire tourist resorts to include indigenous cuisine traditions in their offerings. This opening episode of the second series sees Oliver return to where he grew up: Fiji. In Ra Province he buys local and goes bush (cress and prawns) and sea shopping (reef octopus and seaweed), to help Volivoli Beach Resort upgrade its menu from backpacker fare to upmarket local delicacies. The series was inspired by Oliver’s award-winning book Me’a Kai.