The inaugural Mood of the New Zealand Traveller survey, of 1,000 adults, showed Wellington to be the top destination, with 21% of respondents saying it was their favoured place to visit. Auckland was second, followed by Christchurch, Queenstown and Nelson.

Figures issued at the start of the campaign in 2008 showed the domestic market forms Wellington's largest visitor market, bringing in $557 million to the local economy each year. Domestic tourism is worth $24 million a day to New Zealand's economy.

Wellington tourism chief David Perks says

"Wellington's gone from being somewhere people couldn't wait to leave to somewhere people can't wait to get to, and that's been a team Wellington effort.

It's a credit to people who have made the bold decisions necessary to make things happen, but just as much to the residents who make visitors feel welcome, to the businesses and the events that attract and entertain them."