Auckland, New Zealand – In a groundbreaking move to attract global visitors, Tourism New Zealand has unveiled "Aotearoa New Zealand DLC," a fully playable destination within the popular video game Minecraft. This initiative, launched in collaboration with eleven mana whenua groups, the tourism industry, Warner Bros., and Mojang Studios, aims to capitalize on the upcoming release of "A Minecraft Movie" and drive significant economic growth.
The innovative project allows millions of Minecraft fans to virtually explore iconic New Zealand locations, bridging the gap between digital adventure and real-life travel. Tourism New Zealand Chief Executive René de Monchy anticipates this campaign will generate $50 million in visitor spending this year and an equivalent amount in advertising value through media and social media exposure.
The "Aotearoa New Zealand DLC," available for free on the Minecraft Marketplace, features six key locations: Waitomo Caves, Te Puia | Māori Arts and Craft Institute in Rotorua, Kāpiti Island, Abel Tasman, Tekapō/Takapo, and Patea/Doubtful Sound. Each location offers unique in-game activities mirroring real-life experiences, such as paddling a waka in Abel Tasman or stargazing in Tekapō.
"This project creatively combines technology, gaming, culture, New Zealand’s otherworldly places, Māori culture, and people to present New Zealand to the vast Minecraft universe in an innovative way," said a Tourism New Zealand spokesperson. "This is something you haven’t seen from Tourism New Zealand before."
The development of the DLC was made possible through New Zealand’s Screen Production Rebate, which attracts major global productions. Warner Bros. accessed an additional incentive ‘uplift’ from the New Zealand Film Commission, enabling Tourism New Zealand to collaborate and support the DLC’s creation.
A key aspect of the project is its deep integration of Māori culture. Piki Studios, an award-winning Māori game design studio, led the development, working closely with mana whenua and Te Puia to ensure authentic and respectful representation. Whetu Paitai, Chief Business Operator at Piki Studios, emphasized the importance of accurately portraying the "Whāraki" of New Zealand’s cultural heritage.
"Developing the first ever Minecraft game for a destination, especially a place as close to my heart as New Zealand, feels immensely rewarding. However, it also comes with its own set of unique challenges," said Paitai. "One of these was ensuring that the rich Whāraki (interconnected tapestry of stories, traditions, and cultural heritage) of our land and people was accurately and respectfully represented."
Players begin their journey at a marae, welcomed with a mihi whakatau into a central wharenui, designed and gifted by expert carvers from Te Puia. The game also incorporates Tiaki – Care for New Zealand principles, educating players on responsible travel.
Tourism New Zealand will promote the collaboration globally through travel agents and targeted activations, coinciding with the release of "A Minecraft Movie" in April. Specific Minecraft itineraries have been developed to encourage real-world visits.
Kelly Grindle, Managing Director of Special PR, praised Tourism New Zealand’s ambition, stating, "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."
This initiative underscores New Zealand's commitment to innovative tourism marketing and its dedication to showcasing its unique landscapes and cultural heritage to a global audience.
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