NZ given cool rating by Brits

Sunseekers enjoy the beach at Mt Maunganui, one of New Zealand's popular tourist spots. File picture / Alan Gibson

Cool or hot, take your pick, New Zealand is certainly a hip place to visit.

British consultancy Superbrands conducted an online survey of 1725 people for its Coolbrands monitor, rating New Zealand as the coolest place to travel.

New Zealand came out as the top destination, ahead of Morocco, Fiji, Prague, Australia, the Maldives, Amsterdam, Brighton, the Bahamas and Bermuda.

The London News had New Zealand at the other end of the temperature scale -- "The hottest place to be", it called the country, saying it was reaping the benefits of a marketing campaign.

Tourism New Zealand chief executive George Hickton said being the coolest destination was a fillip for the country.

"This win is a vindication of the recent work we've put in to the UK market, with the Chelsea Flower Show and our 'Come Now. If Not Sooner' advertising campaign ensuring New Zealand stays top of mind with potential travellers."

The biggest single country for visitors to New Zealand is Australia, with Britain second.

In the year ending August 2006, 289,134 people arrived in New Zealand from the UK.

- NZPA