Kua hinga te tōtara i te wao nui a Tāne

We were deeply saddened to learn of the passing of George Hickton over the weekend. His influence is imprinted on the very DNA of Aotearoa New Zealand’s tourism identity.

As Chief Executive of Tourism New Zealand, George oversaw the creation of the 100% Pure New Zealand campaign; a defining moment that changed not only how the world saw us, but how we saw ourselves. His leadership shaped a narrative grounded in authenticity, natural beauty, and cultural depth one that continues to endure more than two decades later.

George was a visionary. He understood that tourism is not simply about attracting visitors; it is about storytelling, stewardship, and connection. Under his tenure, New Zealand’s voice became distinctive, confident yet humble, ambitious yet deeply respectful of place. Something that remains embedded in the Tourism New Zealand ethos.

Beyond the national stage, George continued to serve the industry with dedication, including as Chair of Hawke’s Bay Tourism from 2010 until his passing this weekend. His work left an indelible mark on both national and regional levels, inspiring generations of tourism professionals to think bigger, lead with purpose, and act with integrity.

New Zealand’s tourism sector has lost one of its greats.
Kua hinga te tōtara i te wao nui a Tāne — the tōtara has fallen in the great forest of Tāne.

George’s legacy will continue to endure; not only in campaigns, but in the huge pride we take in sharing the story of Aotearoa New Zealand with the world.

Moe mai rā