New Zealand would benefit from cross-promotional tourism campaigns with Australia, according to Tourism Holdings.

At the company’s annual meeting yesterday, chief executive Grant Webster said New Zealand and Australia were working together on areas including border control, but this could be taken further.

After the meeting, he said the two countries should be staging global campaigns.

“A large proportion of New Zealand visitors come through Australia and it would be good for New Zealand if we could work closer with Tourism Australia with some general campaigning.”

He said at the moment, New Zealand would win on its [100% Pure] branding, but Australia was better at tactical campaigns.

“There is some opportunity to leverage that together.”