- New digital marketing campaign features New Zealand’s world-class cycle trails
- An invitation to Australians to come to New Zealand on an autumn holiday (March – June)
- Campaign features regional wonders, Kiwi hospitality and autumn’s seasonal delights.
New Zealand’s world-class cycle trails feature as the centerpiece of a new tourism campaign inviting Australians to come and experience Aotearoa’s regional wonders, hospitality and seasonal autumn delights.
From today (11.03.26), the new digital campaign — launching on online travel platforms TripAdvisor and Webjet and promoting off-peak travel — invites Australians to swap their daily grind for abundant fresh air and the chance to rekindle their lives with an autumn holiday in Aotearoa’s great outdoors. The campaign highlights New Zealand’s Great Rides cycle trail network and some of the many hidden gems and less well-known landmarks they reveal.
‘Explore New Zealand this Autumn with Great Rides’ is a government-funded marketing campaign targeting active Australian travellers, encouraging and incentivising them to book a holiday in Aotearoa from March to June 2026.
The campaign is loosely based on eight of the country’s premier Ngā Haerenga Great Rides, including the Great Lake Trails in the Taupō and Ruapehu regions, alongside other iconic trails on both islands. Whilst these eight regions are the hook to get the attention of the Australian visitors, the campaign aims to encourage visitation right across New Zealand.
This national campaign is led by Destination Great Lake Taupō (DGLT) in partnership with Ngā Haerenga New Zealand Cycle Trails, Tourism New Zealand, other regional tourism organisations, and major travel platforms Webjet and TripAdvisor.
Funded by the International Visitor Levy, the marketing campaign aims to convert inspiration into immediate bookings, via these popular travel platforms where consumers can discover, plan and secure their autumn cycling escape.
With less people travelling, settled weather and vibrant seasonal colour, autumn is one of the best times to visit New Zealand. From lakefront cruises and forest loops to alpine journeys and food-and-wine trails, the Great Rides offer accessible adventures for a wide range of riders.
Patrick Dault, General Manager of Destination Great Lake Taupō, says the campaign also aligns strongly with the growing demand for more meaningful travel experiences. “You don’t actually have to get on a bike to enjoy our trails. The goal is to connect visitors with a slow tourism proposition that emphasises connection to people - through hosted and guided experiences, boutique accommodation, dining and culinary creations - at a time, April to June, when the weather is ideal and availability is plentiful.”
By spotlighting cycling experiences, accommodation, hospitality and supporting visitor activities across multiple regions, the campaign aims to encourage regional dispersal and strengthen shoulder-season performance for tourism operators nationwide, he said.
“This autumn, the message is simple: C’mon Aussie. The trails are ready for you.”
