New Zealand is rolling out a fresh tourism campaign, featuring the prominent Kiwi director and actor Taika Waititi, aimed at drawing in visitors following the severe impact of COVID-19 and border closures on the tourism sector.

Tourism New Zealand is set to debut a 3-1/2 minute promotional film this Wednesday, starring the Academy Award winner alongside Jade Daniels, his stunt double from the HBO romantic comedy series "Our Flag Means Death," which was filmed in New Zealand. This initiative is particularly focused on attracting visitors from the United States, according to Rene de Monchy, the CEO of Tourism New Zealand. The film, filmed in December 2022, will also be showcased on various social media platforms in Australia, Germany, the UK, and select Asian regions.

Rene de Monchy emphasized the increasing competition and the economic challenges in many parts of the world, underlining the need for ongoing innovation to maintain New Zealand's prominence in the minds of potential tourists.

Before the onset of the COVID-19 pandemic and the subsequent border closures, international tourism was the largest contributor to New Zealand's foreign exchange earnings, accounting for approximately 5.5% of the country's gross domestic product (GDP). Although tourists are gradually returning, the number of overseas visitors in July remained 16% lower than in July 2019.

The film, which incurred a production cost of NZ$689,000 (equivalent to $409,890), showcases various activities such as dolphin watching in Kaikoura on the South Island's east coast and wine tasting in Auckland, the largest city in New Zealand.