Australian travel professionals, take note: your next familiarisation trip could come straight from the pixelated universe of Minecraft—and it’s all real.
To celebrate the global release of A Minecraft Movie, Tourism New Zealand, in partnership with Warner Bros. and Mojang Studios, invites Aussie agents to win a one-of-a-kind New Zealand getaway valued at over AUD $9,500. Inspired by the game’s new downloadable content (DLC) featuring iconic Kiwi landscapes, this unique incentive bridges gaming fantasy with travel reality.
With Minecraft still topping charts as the world’s most successful game—boasting over 300 million copies sold globally—this campaign adds a playful yet powerful dimension to destination marketing. But it’s more than novelty: it’s a genuine chance to explore Aotearoa in a way few will.
Game World Meets the Land of the Long White Cloud
Minecraft Dashboard
The downloadable New Zealand DLC for Minecraft showcases six natural and cultural landmarks, now faithfully recreated inside the game. In parallel, Tourism New Zealand has designed a travel itinerary based on those same sites, offering agents a blueprint for crafting unforgettable client holidays.
Here are the stars of the show:
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Waitomo Caves (Hamilton-Waikato): Ancient underground chambers lit by native glowworms
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Rotorua (Bay of Plenty): Bubbling geysers and deep Māori roots
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Kāpiti Island (off Wellington’s coast): A predator-free wildlife sanctuary rich in birdlife
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Abel Tasman National Park (Nelson Tasman): Coastal trails and golden beaches
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Lake Tekapō (Mackenzie): Pristine skies ideal for stargazing in a Dark Sky Reserve
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Doubtful Sound (Fiordland): Towering cliffs and misty inlets, only accessible by water
Each location offers something distinctly Kiwi—raw beauty, cultural depth, and experiences you can’t replicate elsewhere.
A Familiarisation Trip Unlike Any Other
What makes this incentive stand out isn’t just the link to Minecraft. It’s the thoughtful curation of the itinerary and the experiences on offer. One Australian travel seller and a companion will walk away with:
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Return flights to New Zealand
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Nine days of car hire for an independent, self-paced journey
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Accommodation in Auckland, Rotorua, Wellington, and Hamilton-Waikato
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A series of immersive experiences, including:
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Whale and dolphin cruise with Explore Group
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Hobbiton™ Movie Set tour
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Te Rā evening Māori experience at Te Puia
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Zipline adventure with Rotorua Canopy Tours
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A soak at Secret Spot Hot Tubs
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Wētā Workshop behind-the-scenes tour
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Rather than a superficial sampling, this trip has been crafted to give agents firsthand knowledge of some of New Zealand’s most marketable tourism assets.
How to Get in the Running
The path to this extraordinary prize begins with two simple steps:
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Sign up to Tourism New Zealand’s Australian Trade Newsletter.
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Complete the Minecraft Course through the 100% Pure New Zealand Specialist Programme.
Both tasks must be completed by 5:00 pm AEST on Sunday, 11 May 2025.
The training module provides detailed insights into each featured destination in the DLC. It helps agents build stronger, more compelling itineraries for their clients—particularly for families and younger travellers drawn to the gaming culture.
“Minecraft has captured imaginations for more than a decade, and this campaign takes that same spirit of discovery and applies it to real travel,” said a Tourism New Zealand spokesperson. “For agents, it’s a creative new way to sell New Zealand with both knowledge and excitement.”
- NZSP Minecraft Module – Mackenzie
- NZSP Minecraft Module – Nelson Tasman
A Campaign That Connects Generations
In an era when traditional brochures often fail, this innovative partnership highlights how digital storytelling can open new doors in tourism. It also reflects Tourism New Zealand’s ongoing commitment to aligning its natural wonders with modern consumer interests—especially among Gen Z and Millennial travellers.
There’s more than a marketing stunt here. What’s being offered is a compelling blend of education and adventure that puts agents in the best possible position to share Aotearoa with the world. At its heart, the initiative taps into what good travel is all about: curiosity, connection, and unforgettable experiences.
To explore full terms, access training resources, or submit your entry, head to the official competition site:
👉 https://traveltrade.newzealand.com/au/trade-au-minecraft-competition/.
Tourism New Zealand’s Minecraft campaign isn’t just clever—it’s visionary. Combining gaming, culture, and the great outdoors presents travel agents with an irresistible prize and a fresh way to sell a country known for its beauty. For those in the business of adventure, this is your moment.
Written by Michelle Warner
