Tourism New Zealand has launched the ‘Stargrazing’ campaign, designed to highlight the country’s dark sky tourism and culinary experiences. At the heart of the campaign is the creation of Pou-o-Kai, a pop-up restaurant under the clear, starry skies of Kura Tawhiti (Castle Hill) in the South Island. The event gathered media, tastemakers, and social media advocates from key international markets to experience a menu curated by renowned Kiwi chef Ben Bayly.
According to René de Monchy, Chief Executive of Tourism New Zealand, the initiative is part of a broader strategy to attract visitors during the off-peak season. “Our night skies are world-famous, rightly so, but our cuisine is also worthy of a star or three,” he told BrandWagon Online. The campaign taps into consumer insights showing that New Zealand’s dark sky offerings are important to 70% of off-peak visitors, while food is a key interest for 85% of potential travellers.
Tourism New Zealand collaborated with Special PR, ChristchurchNZ, and local mana whenua Te Ngāi Tūāhuriri to bring the restaurant to life. The name Pou-o-Kai was gifted by Ngāi Tuāhuriri in reference to the eagle that once flew in the region, symbolizing a connection to the land and food.
Indian influencers Chef Saransh Goila and travel content creator Akash Malhotra were among the 50 global tastemakers invited to the event. Chef Goila, known for his culinary innovations, represented the fusion of Indian and New Zealand culinary experiences, while Malhotra captured the adventure of astro-tourism for Indian audiences.
The Stargrazing campaign is a key element of Tourism New Zealand’s efforts to build year-round international visitation, showcasing not only the country’s breathtaking natural beauty but also its evolving food scene.