Tourism NZ’s Andrew Waddel is Finding Joy in Getting Older and Convincing Aussies to Visit Aotearoa

Andrew Waddel’s job is to sell Aotearoa to Australia, the market driving the majority of tourism to the land of the long white cloud. 40% of all visitors to New Zealand are from Australia, representing a third of all visitor dollars spent. 

“To see and feel the difference this makes to the lives of New Zealanders, especially since the pandemic, is nothing short of amazing,” Tourism New Zealand’s general manager of its Australian operations told LBB.

Andrew spent 2024 steadily increasing the number of Australian visitors heading across the Tasman, and in October launched a new campaign, ‘If You Seek Stories’, with TBWA\Sydney to entice Aussies to visit. 

“They come in volume, travel year-round, to multiple regions, spend well, enjoy and they return often,” Andrew said of Australian visitors.

“We don’t take their love of Aotearoa New Zealand for granted and we work hard with the industry to stand out as a uniquely meaningful and memorable holiday, offering deep connection with people and place.”

Tourism contributes to “the wellbeing of people, communities, and countries,” Andrew added, “and 2025 will be a year to lean even further into this idea.”

“Perhaps one of the most important insights is that travel offers perspective, which can enable people to identify and connect to what is important in and to their life. Watch this space in 2025 for some exciting plays from Tourism New Zealand, and the sector, which bring this simple principle to life.”

He’s experienced New Zealand’s magic himself, and he’ll be back in winter to spend time in the mountains. “Heli-skiing with friends is an experience that stays with you for a lifetime.” Andrew has a passion for mountain biking (MTB), so he’ll spend as much time as he can this year pedalling up and down inclines.

“Both Australia and New Zealand offer a range of stunning trails, nestled in nature and hosted by wonderful communities,” he said. 

He’s part of a mountain bike crew that travels and stays together, and staying engaged with this hobby is “essential for my wellbeing and happiness,” even when it’s difficult to balance with a busy job.

“Happily, this is often made easier by having a role in travel and tourism, with many work trips offering ‘MTB research’ opportunities, to be grabbed by the handlebars every time.”

He’ll also seize mountain biking opportunities closer to home, with plans to spend plenty of time in Canberra, visiting his daughter who’s studying at university in the capital, and enjoying “the epic mountain bike trails.”

Staying close to his two teenage daughters was one of the most difficult parts of his 2024, a “challenging yet profound” experience.

“Fathers play a crucial role in their journey towards independence, but that path can sometimes feel counterintuitive for both dad and daughter. Understanding this dynamic, let alone navigating it, can be tricky. However, the rewards are immeasurable,” he shared.

 

“I've come to realise that the better we support and let go of our daughters, the stronger and more resilient they become, and the better they return. This insight has been a revelation, and I've had many heartfelt conversations with other dads who share similar experiences. 

“We've all grown from these discussions, becoming better fathers and individuals in the process, and just better men.”

His biggest fear professionally is the proliferation of misinformation, which threatens to worsen as fact-checking services are rolled back. Establishing and maintaining consumers’ trust and acting with integrity is critical for brands against that backdrop, he said.

“The expansiveness of social media offers incredible opportunities for connection and outreach but there is a rapid pace at which trends, content and information is shared.

“Navigating this digital landscape requires a delicate balance between leveraging its benefits and mitigating its pitfalls.”

As for his personal goals for the year, he hopes to keep leaning into a feeling he cultivated last year: being comfortable in his own skin. It’s helped him stay connected to his creativity.

“Finding the joy in getting older flies in the face of social norms but truly, I couldn’t be happier,” he said. “It feels like crossing a bridge from the exciting unpredictability of youth to the wisdom of maturity. 

“Comfort and confidence in who I am, what I offer, inspiration for my creativity, and understanding how to really access joy has been deeply satisfying.”