A new tourism campaign is extending a warm invitation across the Tasman, encouraging Australians to swap the daily grind for crisp air, golden landscapes and the simple joy of exploring New Zealand this autumn.
Launching today, the digital campaign Explore New Zealand this Autumn with Great Rides showcases some of the country’s most spectacular cycle trails and the regional treasures that surround them. The message is intentionally friendly and uncomplicated: “C’mon Aussie. The trails are ready for you.”
Led by Destination Great Lake Taupō in partnership with Ngā Haerenga New Zealand Cycle Trails, Tourism New Zealand and major travel platforms TripAdvisor and Webjet, the campaign highlights March–June as one of the best times to visit. With settled weather, fewer crowds and vibrant seasonal colour, autumn offers a slower, more meaningful way to experience the country.
While the campaign draws inspiration from eight of New Zealand’s premier Great Rides—including the Great Lake Trails in Taupō and Ruapehu—it aims to encourage travel right across the regions. From lakefront cruises and forest loops to alpine journeys and food-and-wine experiences, the Great Rides network opens doors to adventures suitable for all kinds of travellers.
Patrick Dault, General Manager of Destination Great Lake Taupō, says the campaign taps into a growing desire for deeper, more connected travel. “You don’t actually have to get on a bike to enjoy our trails,” he says. “The goal is to connect visitors with a slow tourism experience—hosted stays, boutique accommodation, great food and genuine Kiwi hospitality—at a time when the weather is ideal and availability is plentiful.”
Funded by the International Visitor Levy, the campaign is designed to turn inspiration into bookings by meeting Australians where they already plan their holidays.
With its warm tone and simple invitation, the campaign positions autumn as the perfect moment for Australians to rediscover New Zealand’s outdoors, its people and its quieter seasonal magic.
This autumn, the welcome mat is out. C’mon Aussie—New Zealand is ready when you are.
