AUCKLAND, Today: Tourism New Zealand has teamed up with mana whenua, Warner Bros, Mojang, and the tourism industry to launch the world’s first fully playable country inside Minecraft. Yep, Aotearoa is now a digital destination.
“This innovative approach to destination marketing offers millions of Minecraft fans the unique opportunity to virtually explore and create in a range of iconic New Zealand locations. Players can then bring their adventures to life by planning and booking their next holiday to Aotearoa,” says Tourism New Zealand Chief Executive René de Monchy.
“The opportunity for New Zealand is huge. By tapping into Minecraft’s immense fan base, we expect this activity to drive growth for New Zealand’s economy by attracting $50 million in visitor spend this year.”
On top of that, the campaign is expected to generate another $50 million in equivalent media value across press and social.
The new Minecraft movie, filmed in New Zealand, got here thanks to the Screen Production Rebate and additional support from the New Zealand Film Commission—helping spark the Aotearoa New Zealand DLC.
“What we love about working with Tourism New Zealand is the sheer ambition of their team.” – Kelly Grindle
Kelly Grindle, Managing Director of Special PR commented, “What we love about working with Tourism New Zealand is the sheer ambition of their team. 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.
“We’re proud to have worked alongside them to produce an integrated earned-led campaign that will excite Minecraft fans, and the general public, alike.”
So, what’s Tourism New Zealand doing with it all?
Turns out, Minecraft’s audience overlaps heavily with people already interested in visiting NZ. Of 70 million targeted players, 85% are keen to explore Aotearoa in-game.
The free ‘Aotearoa New Zealand DLC’ is now live on Minecraft Marketplace, featuring six iconic spots: Waitomo Caves, Te Puia in Rotorua, Kāpiti Island, Abel Tasman, Tekapō/Takapō, and Patea/Doubtful Sound.
“The 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. This is something you haven’t seen from Tourism New Zealand before.”
The launch will be promoted overseas through travel agents and tailored consumer activations, timed with the April release of A Minecraft Movie. Minecraft-themed itineraries are ready to help convert players into travellers.
“Developing the first ever Minecraft game for a destination, especially a place as close to my heart as New Zealand, feels immensely rewarding.” – Whetu Paitai
The campaign also aligns with Tourism New Zealand’s four-year strategy to promote the country as a year-round destination and highlight seasonal activities.
The game was created with input from tourism operators and mana whenua. It’s the most detailed use of Te Ao Māori in a game to date—developed by Māori game studio Piki Studios.
Tourism New Zealand worked with Piki Studios and Chief Business Operator Whetu Paitai to bring the DLC to life. The team collaborated with local iwi, tourism leaders, and creatives to make it authentic.
Paitai says, “Working with Mojang on such an iconic game has been an incredible experience, filled with both excitement and responsibility. 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.
“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. We have been able to work with Mojang in a way that is very collaborative and respectful.
“Māori game development is growing, but our whanau (people) have to see models of that happening in front of them and this is what projects like this achieve.”
How it all works? Players start the game at a marae and are welcomed by a mihi whakatau into a wharenui—designed and gifted by Te Puia’s expert carvers and artists.
Each featured location has unique in-game activities, like paddling a waka in Abel Tasman or stargazing in Tekapō, that mirror real-world experiences.
The game also promotes mindful travel, thanks to Tiaki – Care for New Zealand, which is woven in to teach players how to explore Aotearoa respectfully.
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