Tourism and Events Moreton Bay has launched the Kiwi Cuzzy Guide to Summer, kicking off an integrated marketing campaign targeting the trans-Tasman visiting friends and family (VFR) market. The new edition builds on the success of the original Kiwi Cuzzy Guide to Moreton Bay and will be a key part of the organisation’s spring/summer marketing.
The first edition launched in Wellington in April 2026, alongside the Dolphins’ ANZAC Day NRL clash with the Warriors. Since then it has secured broadcast news coverage on both sides of the Tasman and become a key tool for travel trade. It has been shared with agents through training sessions, New Zealand trade visits and Australian Tourism Exchange (ATE) meetings. Industry has embraced its distinctive, light-hearted tone of voice, which resonates strongly with the New Zealand market and sets it apart from traditional destination collateral.
Tourism and Events Moreton Bay CEO Luke Edwards said the response to the first guide confirmed the value of the VFR market for the region.
“The Kiwi Cuzzy Guide has exceeded our expectations. It’s been picked up by broadcast media on both sides of the Tasman and embraced by travel agents at training sessions, trade visits and at ATE. What resonates most is its tone – it speaks the way Kiwis speak, and that’s connected with industry and consumers alike,” Edwards said.
“Summer is a key time for trans-Tasman family travel, so bringing the guide back with a seasonal focus was a natural next step. The Kiwi Cuzzy Guide to Summer will be at the heart of our spring/summer marketing, kicking off an integrated campaign across digital, out of home, social media and PR that keeps Moreton Bay front of mind with Kiwi visitors and the locals hosting them.”
The Kiwi Cuzzy Guide to Summer showcases the best of Moreton Bay’s spring and summer offering. Highlights include Bribie Island beaches, on-water experiences across the bay, seafood dining in Redcliffe and Scarborough, wildlife tours, craft breweries, live music at Sandstone Point Hotel and Woodford Folk Festival over New Year. The guide also promotes a range of accommodation, from waterfront stays to hinterland cottages and farm stays, encouraging VFR travellers to extend their trip with paid nights in the region.
The summer edition is available online via the Visit Moreton Bay website. The original guide remains available at Brisbane Airport and at Visitor Information Centres across the region. Together they put Moreton Bay in front of New Zealand visitors from the moment they arrive in Queensland, just up the road.
“Having the guide at Brisbane Airport means we’re reaching Kiwi visitors the moment they land, and Moreton Bay is just up the road. Together with our Visitor Information Centres, online channels and trade partners, we’re creating a clear pathway from awareness through to visitation and spend in the region,” Edwards said.
The launch comes as trans-Tasman travel through Brisbane continues to grow. New Zealand is Brisbane Airport’s top international two-way market. More than two million seats were operated between Brisbane and New Zealand in the 2025-26 financial year, contributing to a record 7.08 million international passengers through the airport, up 7.9 per cent. More than 350,000 New Zealanders now live in Queensland, including around 25,000 in Moreton Bay.
It also follows record international visitation for the region. International visitors spent more than 2.3 million nights in Moreton Bay in 2024-25, 22.7 per cent above the previous record. Travellers visiting friends and family helped drive that growth.
VFR travellers arrive with a built-in reason to visit, return more often and rely heavily on recommendations from the people they stay with. Yet destination marketing has traditionally overlooked this segment in favour of leisure travellers with no local connection. Tourism and Events Moreton Bay sees a clear opportunity to position local hosts as ambassadors for the region, turning family catch-ups into paid experiences, dining and accommodation.
“Visiting friends and family is one of the most valuable markets in tourism. These travellers stay longer, come back more often and spend with local businesses on the recommendation of the people they’re visiting,” Edwards said.
“With more than 350,000 Kiwis living in Queensland, every one of them is a potential ambassador for our region. That’s a real opportunity for Moreton Bay, and one we’re backing with a clear, targeted strategy.”
The first phase of this campaign will roll out across digital and social media channels in Australia throughout spring and summer, supported by a proactive PR program and ongoing trade activity. It forms part of Tourism and Events Moreton Bay’s broader program of in-market activity in New Zealand, one of the organisation’s key international markets alongside South East Asia.
