Rajkummar Rao and Patralekhaa front Tourism New Zealand’s latest campaign ‘BeyondTheFilter’

New Zealand woos India’s new-age travellers—without Instagram filters. Actors Rajkummar Rao and his wife, Patralekhaa, capture the emotion of travel when it’s not curated for likes or filtered for Insta feeds.

Blooming Travel Market of India

India’s travel market is flourishing, and worldwide destinations are noting this.

·According to recent reports, over 15 million Indians travelled abroad in the first half of 2024 alone, recording a 14% year-on-year increase.

·India is also projected to become the world’s fifth-largest outbound tourism market by 2027, with travel spending expected to reach $89 billion.

·There’s been a 32% uptick in Indians who are taking two or more international trips yearly, evolving travel aspirations.

With such a high travel market, Tourism New Zealand has launched a new campaign—#BeyondTheFilter, aiming at Indian travellers who seek authenticity over aesthetics.

The Campaign and the Celebrity Couple

The campaign features real-life couple Rajkummar Rao and Patralekhaa, who inspire tourists to experience Aotearoa New Zealand, not through a social media lens but through real engagement.

Gregg Wafelbakker, Regional Director, Asia, Tourism New Zealand, said, “We wanted someone who felt genuine and relatable and whose relationship brought authenticity to the story. When you see the visuals through their eyes, the landscapes feel different; it becomes emotional, not just scenic. The aim was to break away from overly curated travel marketing and lean into an emotional, immersive travel experience”.

The film leverages the duo’s natural chemistry to portray moments of real connection against New Zealand’s untouched beauty.

Digital showcase of emotional outbound

The campaign will go live on all digital platforms, the actors’ social media handles, and Tourism New Zealand’s website.

Currently, there are no plans for television or outdoor media.

India on the global tourism map

New Zealand has long attracted Indian tourists with Adrenaline-heavy experiences like bungee jumping and white-water rafting.

Notably, India has become New Zealand’s fifth largest tourism market, surpassing several European countries post-pandemic. Total arrivals are now 22% higher than 2019 levels.

With the increasing Indian outbound travel, New Zealand is striving to increase its market share with this fresh, relatable, and engaging campaign. 

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