The campaign was launched today (September 17th) at the country's first ever backpacker industry conference held at Auckland University of Technology.
Tourism New Zealand's chief executive George Hickton said younger travellers had defied the downturn by continuing to travel.
"Many backpackers from the UK and Europe go as far as Australia in their gap-year, but we want to challenge them to complete the journey and ‘Go All The Way’ by coming down to New Zealand," he added.
Mr Hickson noted that while backpackers are often seen as low-spenders, they usually stay longer than the average holidaymaker and so spend more.
According to the recent International Visitor Survey, last year saw backpacker arrivals to the country rise by four cent, while overall tourist figures fell by 2.8 per cent.
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