Great South is proud to reveal its role in securing a starring spot for Fiordland in a world-first international tourism campaign—launched through Minecraft, the world’s best-selling video game.
Developed by Tourism New Zealand, the New Zealand: Aotearoa Adventure downloadable world showcases six iconic destinations across the country, with both Milford and Doubtful Sound included in the in-game experience. Players begin their journey by stepping through a digital portal—inspired by a real-life Minecraft portal temporarily built on the Milford Sound foreshore for the campaign’s global launch.
Great South worked closely with Tourism New Zealand and campaign partners to advocate for the inclusion of Fiordland’s locations, ensuring the region was well represented and central to the launch. The result? A high-profile global platform that promotes the south to millions of gamers and potential travellers.
“This was an incredible opportunity to put Fiordland and Murihiku Southland on the map in a new and creative way,” said Mark Frood, Great South’s General Manager of Tourism and Events. “It’s opened doors to new audiences, and we’re already seeing strong momentum building around the campaign.”
The campaign is backed by an international marketing push, including the release of Minecraft: The Movie, filmed in New Zealand. Digital influencers from the USA, Australia, Singapore, and India will visit each of the featured regions—including Fiordland—further boosting global exposure and providing new opportunities for local operators.
Great South will continue working behind the scenes to help the region make the most of this campaign, including sharing Tourism New Zealand’s toolkit and supporting upcoming influencer visits.
“This is more than just a moment in the spotlight—it’s a real opportunity to drive long-term impact for our region,” said Frood.
Watch the campaign video here:
https://www.youtube.com/watch?v=6AMDyVNqHAo
