Destinate NZ is a business development and marketing consultancy specialising in tourism. 

It's no secret that Covid-19 has thrown us all a huge curveball, but we are here to support you, and work with you to ensure you find the opportunities amongst the challenge! 

International borders might be closed, but there is still a potential $65 million per day domestic tourism market. Do you need some help defining your target audience to capture some of this? 


Now, more than ever it is important that your marketing strategy is well defined and targeted. 


We can help you iron out the crinkles in your current plan and get you rolling again. 

We offer a complimentary 30-minute consultation to talk through your goals and objectives and together we can work out a plan for your business.

We also publish a weekly podcast filled with tips and ideas that you can use in your business - Listen here

Destinate NZ offers services that are registered with the 'COVID-19 Business Advisory Fund’ and the 'Management Capability Development Voucher Fund'. Find out more by visiting www.regionalbusinesspartners.co.nz

Let us help you.   We are happy to work with you on a one-on-one basis to identify where the opportunities are for your business.  Still not sure?   Book in for a free 30-minute introduction with us via zoom where we can discuss your needs and see if we're able to help! 


Contact us now to discuss your needs. 

Still not sure?  Why not subscribe to our newsletter to get the latest tips and ideas from us (we promise not to spam you!) and keep in touch with us that way. 


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Michelle Caldwell

Founder / Chief Destinator

Kia ora! I'm Michelle Caldwell and I founded Destinate NZ in 2015 after 17.5 years working in the tourism industry for two of its largest organisations; Tourism Holdings Limited (thl) and Ngai Tahu Tourism, and more recently I was General Manager Sales & Marketing at Ruapehu Alpine Lifts.  My expertise is marketing strategy and implementation and I have extensive knowledge of what it takes for your business to be noticed in a crowded market place. 


I have promoted New Zealand tourism products - including campervan rentals, coach touring, scenic flights, ski fields and large attractions; and have also managed a large inbound and wholesale tour operation with both summer and winter programmes.  Over the years, I have built up an extensive network of industry relationships and have worked in New Zealand, Australia and in the United Kingdom. 


My passion is helping businesses see through the clutter and sometimes 'jargon' of marketing speak to develop practical plans that will deliver bottom line results.  I am committed to providing world-class visitor experiences and ensuring the marketing promise matches the operational focus. And most importantly, I want to help your business get noticed by the travel trade and visitors by working with you to develop marketing strategies that work!


I was proud to represent all Allied Members on the Tourism Export Council of New Zealand Board of Directors between 2012 - 2020 and served as Vice Chair - Allied from 2017-2020. 

What is my "Why"?

I started Destinate NZ with the sole purpose of helping tourism businesses grow and enjoy success.  I’ve been fortunate to have worked with some of the largest tourism players in NZ throughout my career and it was time for me to look at how I could take all that I had learnt and use it to help others who weren’t able to employ a marketing manager full time in their business.

I’ve been on the receiving end of advice from agencies that was full of jargon and industry ‘speak’, and I just wanted to be able to give advice in simple language that everyone is able to understand and most of all, implement in their business.

I get a kick out of you seeing results, and I also get a kick out of making myself redundant, by working with you to give you all the tools you need to do it yourself (if that’s your goal).  I’m also happy to work with you on an on-going basis, to coach and mentor you as your business grows, and to hold you accountable to the goals and objectives you set for yourself.

Check out our Values

Check out our Media Releases





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