And the winner of the Webby is - New Zealand

Images from the website that beat the best in the world at the Webbys.

New Zealand has won the online world's equivalent of an Oscar with its tourism website.

The International Academy of Digital Arts and Sciences has recognised www.newzealand.com as the top tourism website in the world at the ninth annual Webby Awards ceremony in New York.

Tourism New Zealand's consumer website beat the Italian Tourism Commission, Puerto Rico Tourism and Yellowstone Park for the Webby.

Tourism New Zealand chief executive George Hickton said the website had won several local website awards in the past but a Webby truly showed "the international calibre of our online work".

"We are not only competing, we're actually beating the big boys of the tourism industry," he said.

www.newzealand.com is designed to market the country as a holiday destination and help visitors plan their trip. The site received 3.3 million hits in 2004.

Site developer Shift has collaborated with Tourism New Zealand since 1999 to develop the online execution of the 100 per cent Pure New Zealand advertising campaign.

Site creative director Brian Smith and Tourism NZ marketing and communications manager Catherine Bates accepted the Webby at the ceremony in Gotham Hall.

- NZPA