Put away your passports, says AA

Peter Blackwell says Auckland's Sky Tower made it on to the list by virtue of its iconic status. Picture / Glenn Jeffrey

Getting New Zealanders to put away their passports and holiday at home is the aim of a new list of "essential" Kiwi experiences drawn up by the Automobile Association.

In the year to June, 77,586 New Zealanders headed abroad - a rise of 4.3 per cent - whereas 26,165 fewer people visited from overseas, a fall of 1.1 per cent.

The AA's general manager tourism services Peter Blackwell said more people were choosing foreign destinations because of greater wealth, low-cost airlines "and I would venture that part of it is that we haven't had a cohesive message in any way, shape or form encouraging people [to stay in New Zealand]".

There had not been a national domestic tourism campaign here for years, Blackwell said.

The AA plans to fill this gap with the launch of a national campaign called "101 Must Do's for Kiwis" on September 10.

The campaign will cost about $3 million and be promoted on television, radio and in newspapers.

"Every person who doesn't jump on a plane to Noosa and instead goes to Nelson is a lot better for the New Zealand economy unquestionably," Blackwell said.

The country's 32 regional tourism organisations sent in 370 nominations - which with the help of bodies including the Tourism Industry Association were whittled down to a list of 101 essential experiences nationwide.

Entrants included Cape Reinga for its surfing and Maori heritage; Waitomo for its glow worms, caves and rafting; and digging a natural spa at Coromandel's Hot Water Beach.

A few commercial entities, including Auckland's Sky Tower, were on the list by virtue of their iconic status.

People will be able to access the list online, searching by region or by categories, including sport, history and scenic splendour.

Hard copies will also be available from sites such as tourist information offices and certain service stations.

The website will have a page for each item and place for people to post blogs and rate their experience on a scale from 1-10.