New Zealand woos India’s new-age travellers—sans Instagram filters

India’s outbound travel market is booming—and global destinations are taking note. According to recent media reports, over 15 million Indians travelled abroad in the first half of 2024 alone, marking a 14% year-on-year increase.

India is also projected to become the world’s 5th largest outbound tourism market by 2027, with travel spend expected to hit $89 billion. Notably, there’s been a 32% uptick in Indians taking two or more international trips annually—a shift driven by rising disposable incomes and evolving travel aspirations.

Cashing in on this momentum, Tourism New Zealand has launched a new campaign—#BeyondTheFilter aimed at Indian audiences who are increasingly seeking authenticity over aesthetics.

The campaign features real-life couple Rajkummar Rao and Patralekhaa and invites viewers to experience Aotearoa New Zealand not through a social media lens but through deeper emotional and cultural engagement.

The celebrity fit: real couple, real stories

In a conversation with afaqs! Gregg Wafelbakker, regional director, Asia, Tourism New Zealand, shared the rationale behind the casting choice: “We started with the insight first. We wanted someone who felt genuine and relatable and whose relationship brought authenticity to the story. When you see the visuals through their eyes, the landscapes feel different; it becomes emotional, not just scenic.”

According to Wafelbakker, the aim was to break away from overly curated travel marketing and lean into an emotional, immersive travel experience.

The film leverages the duo’s natural chemistry to portray moments of real connection against New Zealand’s untouched beauty.

The making: Local lens, global appeal

Tourism New Zealand partnered with Walkabout Films, an Indian production house, for the campaign. Navzar Irani, who also helmed the film, led the creative direction.

“The brief was to go beyond picture-perfect travel moments and explore what travel feels like when it isn’t documented for likes or comments,” said Irani.

“It’s about how people experience a place when there’s no camera watching.” The film was shot after an immersive weeklong recce by the crew. “We wanted to maintain spontaneity,” he added.

Built for digital, powered by emotion

The campaign will primarily live on digital platforms including YouTube, the actors’ social media handles, and Tourism New Zealand’s website. Wafelbakker confirmed there are no current plans for television or outdoor media.

Instead, the storytelling leans into digital’s strength: relatability. “People don’t want posed moments anymore,” Irani added. “They want stories they can see themselves in, and Raj and Patralekhaa are like the couple next door. It makes the destination feel more accessible.”

Indian tourists are staying longer and doing more

While New Zealand has long attracted Indian tourists for adrenaline-heavy experiences like bungee jumping and white-water rafting, Wafelbakker noted a shift toward immersive, slower travel.

“Indian travellers are still active, but now they want more time with each activity, more cultural engagement, and more connection,” he said.

Notably, India has become New Zealand’s fifth largest tourism market, surpassing several European countries post-pandemic.

“Recovery from India was the fastest among all our markets,” Wafelbakker said, adding that total arrivals are now 22% higher than 2019 levels.

Booking behaviours and tiered appeals

Around 85% of Indian travellers to New Zealand still book through the travel trade, both via traditional agencies and online platforms like MakeMyTrip. “We’re also seeing traditional agencies going digital,” said Wafelbakker. “We work closely with these partners to surface New Zealand content and itineraries tailored to Indian interests.”

The demographic mix is equally broad. “From families to honeymooners to solo travellers, there’s no single audience. The destination caters to different needs: adventure, romance, and wellness,” he said. Younger travellers and couples remain a priority.

Seasonality and strategic timing

New Zealand’s off-peak seasons—autumn and spring—align with India’s peak travel periods, creating a natural fit.

“Our peak is from November to February. But the wonderful thing about Indian travellers is that they often visit during our off-peak periods, especially April, May, and October,” Wafelbakker noted.

Cultural resonance and responsible tourism

Beyond seasonal or aesthetic appeal, New Zealand is also working on deepening its cultural relevance. “There’s a growing global trend of travellers wanting to give back—to contribute, not just consume. That's something we're leaning into with immersive and responsible tourism,” said Wafelbakker.

Looking ahead: India on the global tourism map

With the increasing outbound travel from India, New Zealand is striving to increase its market share. “India has moved from our sixth to fifth largest market post-pandemic. It’s critically important,” Wafelbakker emphasised. “We’ve been lucky to capture this growth, but we want to continue investing to build on that momentum.”