Finalists Announced for the Qualmark 100% Pure New Zealand Experience Awards 2021

12 operators announced as tourism industry award winners.

Qualmark & Tourism New Zealand in partnership with Air New Zealand are thrilled to announce the winners for the 2021 Qualmark 100% Pure New Zealand Experience Awards.

The awards, which took place tonight at the Christchurch Art Centre, celebrate outstanding tourism operators throughout New Zealand, and this year, the awards are particularly meaningful given the challenges faced by the tourism industry. They offer an opportunity for the industry to come together and celebrate the battles, the victories and ultimately, the positive stories in New Zealand tourism.

“We were thrilled to see so many entries this year, and firstly want to acknowledge each and every operator on their dedication to enriching their operating environment and supporting their communities through what has been a hugely challenging year,” says Sue Parcell, Chair of the Judging Panel.

“Our winners were ultimately selected for demonstrating true kiwi Aroha and giving back for the good of New Zealand. Even in an unprecedented year of hurdles, they found a way to support their people, the wider community and the environment, all while keeping their businesses going. The stories we have read are truly inspiring.”

WINNERS – Qualmark 100% Pure New Zealand Experience Awards 2021


Visit the Qualmark website for more information on the criteria and judging at

What is Qualmark?

Qualmark is New Zealand tourism’s official quality assurance organisation, providing travellers with a trusted guide to quality travel experiences in New Zealand. All operators who have achieved Qualmark status are invited to enter the awards.


How are the Qualmark 100% Pure New Zealand Experience Awards judged?

The awards identify the highest quality tourism products in the market, those offering world class experiences which apply best practice in terms of sustainability by looking after the people and the land.

Applicants have the opportunity to tell the story of how their unique combination of landscapes, people and activities cannot be found anywhere else in the world – that it is a "100% Pure New Zealand" experience. Operators must also show how they are embracing the industry’s core values:

  • Manaakitanga - showing aroha to your people and community
  • Tiaki – their duty of care for people and place, a commitment to the enhancement of their operating environment
  • Whānau – maintaining connections, commitments and caring for your own people


Who are the judges?

The Judging Panel is comprised of representatives from Tourism New Zealand and Air New Zealand who are industry leaders in Manaakitanga and tourism sustainability.

  • Tony Rogers – Director Marketing, Tourism New Zealand
  • Hemi Sundgren – Po Arahi, Tourism New Zealand
  • Sue Parcell – Chief Financial Officer, Tourism New Zealand
  • Megan Schloeffel – Head of Sustainability, Air New Zealand
  • Susanne Becken – Principal Science Investment Advisor, Department of Conservation