Destination Fiordland has unveiled a new brand as it turns its attention to domestic visitors with a call for them to experience their own backyard.

With many visitors starting and finishing their Fiordland adventures in Queenstown, making a quick pit-stop in Te Anau, the regional tourism organisation embarked on a brand refresh in October last year.

The goal was to promote Fiordland as a destination in its own right, where locals value their visitors and ‘walk the talk’ about maintaining the world-class natural environment for generations to come. 

Destination Fiordland manager Madeleine Peacock said the new brand ‘Fiordland - Beyond Belief’ was revealed to operators this week, setting out to target domestic travellers from day one and positioning Te Anau as ‘base camp’, while opening the eyes of international visitors to the fact there was so much more to Fiordland than Milford Sound.

“The launch of our new brand comes at a challenging time, where fortune favours the bold,” she said. “Our challenge was to find a positioning that reflects all this majesty and helps drive visitation by making Fiordland a unique, inspiring, authentic and unmissable part of Aotearoa New Zealand, a place worth visiting.

“Fiordland is a must-see for international visitors but even last year we could see the untapped potential of domestic visitors. We clearly have a job to do at home, and this is a great start.”

Ms Peacock said ‘Fiordland - Beyond Belief’ conveyed the scale, grandeur and mind-blowing nature of the area, and applied to everything on offer from the people who called Fiordland ‘home’ to the quality of experiences, accommodation and food, and a deep sense of connection with the environment.

The colours of Fiordland rainforest. PHOTO: Will Patino 

“Our research has identified Kiwis' desire to connect with nature, looking for real world experiences in their backyard, connecting with natural environments and ensuring those environments will be protected for generations to come – it’s about who we are as Kiwis.

“Doubtful and Dusky Sounds, the Great Walks and Lakes Te Anau and Manapouri have to an extent been hiding in the shadow of Milford Sound, however these areas are equally as impressive.”

Kerri James, owner operator of award-winning five-star accommodation provider Radfords On The Lake, said she was “absolutely delighted” with the new brand. 

“People down this way epitomise Southern hospitality, and ‘beyond belief’ is the perfect fit to describe Fiordland and everything we have to offer,” she said.

Fiordland Outdoors owner operator Christine Wallace says the brand was in “perfect synergy” with the high-value experience that Fiordland offers.

“The brand communicates a premium location and offering that’s very much in sync with what we do here. It’s very timely when all regions around New Zealand are being considered by domestic travellers,” she said.

Jodi Williams, Air New Zealand’s General Manager Global Brand and Content Marketing, said Air New Zealand had a special connection with Fiordland through its work with DOC to bring back birdsong on the Great Walks, three of which are located in Fiordland. 

“Fiordland Beyond Belief helps position Fiordland as a world-class destination, famous for its majestic scenery, and has inspired me to visit this unique and special part of New Zealand,” she says. 

Operators were currently being encouraged to incorporate the ‘Beyond Belief’ brand and associated imagery into their marketing and a new website is expected to launch within the next two months.

A Takahe in all its glory. PHOTO: Douglas Thorne