John Key, also New Zealand's minister of tourism, said travel chiefs were planning to team-up with Australian on a joint campaign targeting long-haul travellers.
Speaking at the launch of the campaign, Mr Key said: "Tourism is a competitive business, which is why we need to do it well."
New advertisements featuring the tagline "Which New Zealand are you?" aim to promote a range of different places and experiences.
Key focuses will include luxury travel, nature and the outdoors and adventure and adrenalin.
Last week saw tourism bosses announce predictions they expect to see a new sports event boost visitor numbers to the country.
The biennial 100% Pure New Zealand Winter Games kicked-off last Friday (August 21st).
Downunder, experts for
great travel insurance when travelling to the land of the long white cloud.
