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Case Study: Pure Pursuits New Zealand

A 6 day journey for 20 travel professionals from 17 countries, with 34°South, our premium inbound tourism brand.

In early March 2019, a group of the leading minds of luxury and experiential travel and events, took part in a ‘Pure Pursuit’ – a 6 day journey designed to build networks and move the travel industry forward. 

The group of 20 came from 17 different countries, and for many, it was their first visit to New Zealand.

We were selected to design and deliver the experience.  An honour for us given that this was the first time a Pure Pursuit had been held in the southern hemisphere, with previous destinations of Iceland, Costa Rica, Italy, USA and Norway.

Our aim was to provide our visitors with a thought-provoking journey and a deep and authentic insight into our country, culture and what we refer to as ‘people and place’.  

We also wanted to demonstrate the capability and style of 34°South, to further our reach into this amazing network of travel professionals and to see our in-bound business grow in the months and years to come”.

The scene was set with an opening night dinner that connected the group deeply.  

Rather than take them yet another great restaurant, it felt far more ‘us’ to have them around to a house for dinner.  Shoes off, home cooked food and the generous sharing of wine and conversations.  

The end result was a sensational opening night dinner in a private house overlooking sunset on the Remarkables.

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“Thank you for hosting us at your home in Queenstown…food was delicious and your company was priceless.  Such a special way to begin our journey” 
Maria Alzamora, Eduador.

The following morning, they were off and hiking into the back country of Ben Lomond Station.  

This 7 hour hike began a journey which further connected the group with each other and with the wilderness and majesty of the Queenstown back country region. 

Walk and talk

The days that followed involved helicopters, rafting, biking, walking, jetboats and boats – with regular facilitated workshops and in-depth discussions.  

The discussion topics were all brought by the participants with the purpose of generating meaningful conversations that move the experiential travel industry forward.

In depth industry discussions

Getting the balance of accommodation 'right' is always very important to us.  

This group has stayed in some incredible places around the world, and while we wanted to showcase some of the great options in the area, we also wanted to get them 'off the grid'.  

We used Millbrook resort which was fantastic, but the real memory that they will take home is the night they spent camping under the southern stars...

Ben Lomond Station

The experience was a huge success for all involved, and we were super proud of what we delivered and the outcomes.  

Post trip evaluations showed that:

  • 100% of all participants would use us for any future trips for themselves or their clients to New Zealand and;
  • 85% of all participants indicated that their understanding and appreciation of what New Zealand had to offer had increased.

Pure Pursuits with 34South

“It was a remarkable journey through incredible landscapes, and delivered with creativity and passion”.  
Sissinio Alvarado, Costa Rica.