New Zealand tourism He wants to boost the country’s tourism and attract visitors, and for this he has launched an experience in Minecraft, Before the premiere of “A Minecraft movie” on April 4. With this innovative Tourist campaignthe region becomes, according to the entity, the first completely playable destination in the video game universe.

It is entitled “Aotearoa New Zealand” -aotearoa is the Maori name of the country-, and it is a Downloadable content (DLC) free of charge. It has been developed by the local video game studio Piki Studios, in collaboration with the Warner Bros cinematographic study, Mojang Studios – Minecraft developed – and the tourist institution itself.

The project combines technology, culture and video games, in order to attract visitors, promote responsible tourism and promote the premiere in April of “A Minecraft movie.” To do this, recreate emblematic locations, such as the Caves of Waitomo, the Institute of Maori Arts and Crafts of New Zealand (you Puia) in Rotorua, the island of Kāpiti, the Abel Tasman National Park, Lake Tekapō/Takapo and the Doubtful Sound Fiordo. All interacting with the environment to offer a Authentic idea of ​​what it is like to travel through the country.

The launch of “Aotearoa New Zealand” It is part of the collaboration agreement established between the tourist entity and Warner Bros. The tape was filmed in the country last year thanks, in part, to the incentives granted by the Government through a program for the promotion of audiovisual productions. The same has also allowed the film study to collaborate with Tourism in New Zealand to develop the playable content.

From there, the main objective of the organism was to project a Authentic image of the country through the video game. And for this, Piki Studios had the help of the Institute of Arts and Maori crafts of New Zealand, you, you, native groups and entities and the “Tiaki – Care for New” initiative, which promotes a respectful tourism with the culture of the region.

In addition, the project is also contributing to claim the local gaming industry. “The development of Maori Games is growing, but our whatau (town) need to see examples of it in action, and this is what projects like this achieve”, Explains Whetu Paitai, CEO of Piki Studios and head of the project.

In “Aotearoa New Zealand” the player is received in a Maraea Maori sacred and traditional meeting space. There is subjected to the welcome ceremony Mihi Whakataubefore accessing the communal house of Marae, the Wharenui. It is a culturally deeply entrenched process that has needed of the advice and help of the communities of each region represented in the title.

After launch, Tourism of New Zealand plans to carry out different Activations coinciding with the premiere of the Minecraft movie. And in parallel, he will work with international travel agencies in order to connect the production content with tourism in the region. Thus, he has developed Special itineraries With theme inspired by the video game, which will allow travelers to visit the locations inspired by this.

With this action, the agency expects to attract an investment of 50 million dollars in visitors expensesas well as another 50 million in advertising value through its dissemination in social media and networks. A coherent objective taking into account that, according to the statement, there would be 70 million Minecraft players interested in visiting the country, and of those, 85% would like to prove the content “Aotearoa New Zealand”.