Qualmark 100% Pure New Zealand Experience Awards 2021

Kia ora

Qualmark is proud to host the 100% Pure New Zealand Experience Awards, together with Tourism New Zealand and Air New Zealand. Qualmark partners who hold the Gold Sustainable Tourism Business Award are eligible to enter these awards which celebrate the best of New Zealand’s tourism offerings each year.

The Qualmark 100% Pure New Zealand Experience Awards are an opportunity for operators to demonstrate commitment towards their people, community and place through their actions.

The awards are not just about excellence in business leadership, they’re about recognising Qualmark members who are enriching their operating environment through initiatives that support the sustainability of the business and their communities.

Entries for the Qualmark 100% Pure New Zealand Experience Awards will be assessed by a judging panel comprising representatives from Tourism New Zealand and Air New Zealand as industry leaders in manaakitanga and tourism sustainability.

Finalists will be invited to at a gala event to announce the winner. The winning businesses will be showcased through Qualmark, Tourism New Zealand and Air New Zealand channels, including a feature in premium inflight magazine Kia Ora, with monthly readership of almost 400,000.

Winners will also receive a plaque and will be eligible to use the Qualmark 100% Pure New Zealand Excellence Award Winner branding across promotion for their winning tourism business.

For finalists and winners – the Awards can help raise the profile of your operation, enhance staff morale and provide recognition for your achievements from your industry peers. View the 2019 finalists here.

Entries for the 2021 awards open on Tuesday 1 June.

About the Award

The Qualmark 100% Pure New Zealand Experience Awards seek applications from tourism businesses that have made an outstanding contribution to their people, community and place.

Qualmark Gold awarded businesses are asked to demonstrate how their actions have been guided against the three award pillars of manaakitanga, tiaki and whānau.

A deeper expression of hospitality based on true empathy and connection Our duty of care for people and place                                                        Embracing visitors as family                                                    
Grounded in Manaakitanga. This guides how we look after people through the extension of hospitality and respect.

Grounded in Kaitiakitanga. Our duty of care for people and place as guardians, shapes how we look after others and balances this with looking after our place.

We are active in forming whanau relationship Whakawhanaungatanga and personal connections. An active act to find points of commonality that can bind you together

The business must also demonstrate alignment with the Tourism New Zealand brand promise of 100% Pure New Zealand, where people, culture and landscapes embrace to create immersive experiences that leave visitors with rich stories to tell.

  • 100% Pure 2021 Webinar

    Join us for an overview of this year's awards programme presented by Tourism New Zealand CFO, Sue Parcell and Qualmark General Manager, Gregg Anderson.

    The webinar will introduce businesses to the programme and the three award pillars of manaakitanga, tiaki and whānau.

    We are joined by guest speaker and 2019 award recipient Paul Button of Rotorua Canopy Tours recognised for his commitment to support long-term environmental and community sustainability, and special guest Tourism New Zealand Ambassador Richie McCaw. 

    Watch the Webinar here

Key Dates

Entries Open

Tuesday 1 June 2021

The ability to submit your award entry becomes available at 9.00am (NZST), Tuesday 1 June, 2021 . 

For the purposes of this Award, entries should be confined to the business as a whole. Awards will be made on this basis, not on an individual product, service or experience. 

Gala Event Announced 

Monday 14 June  2021 

Gala event details announced 

Judges Announced

Monday 21 June 2021 

Judging panel announced.

Entries Close

Friday 25 June 2021  

The ability to enter will remain available until 5.00pm (NZST), Friday 25 June, 2021 

Finalists Announced

Friday 9 July 2021 

Finalist will be notified by email and the full list of finalists released through the Qualmark website.

Awards Event

Wednesday 28 July 2021

Gala awards event held in Christchurch to announce the 2021 winners. 

2021 Award Criteria & Awards Template


Entries have now closed for 2021.


Emma Brown

Communications & Partnership Coordinator


Ph: 09 377 2132

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