Bringing together our key attributes plus a sense of people and place, our brand story reflects who we are as a region and showcases the Waikato’s unique visitor proposition.

The need for a definitive brand and story for a region is required to inform how the area is perceived in the market and with locals; provide consistent messaging and set the region apart from other destinations. As such the ‘Regional Visitor Brand Strategy’ project was one of five game-changers identified in the Hamilton & Waikato Tourism Opportunities Plan which was adopted in 2016.

Taking the key themes from the local and domestic perception research and the Waikato Story, the co-curated Mighty Waikato visitor brand has been developed by the tourism sector, local government, iwi, business and community representatives.


Brand Values

  • Authentic
  • Magical
  • Surprising

Our Story

Come with us, share our waka and feel our strength and passion.

For this is a place beyond the expected, which constantly surprises with natural beauty, powerful history and out-of-this-world experiences.

Always far from the ordinary, this is a magical region of villages to play, relax, connect and explore in.

Here, our kaitiaki runs deep, our mana inspires and unforgettable discoveries are just around the bend.

A welcoming place where our people keep it real and experiences become unreal.

This is the Mighty Waikato.

It’s all yours to discover.

The Mighty Waikato

Brand requests
For use and high-resolution versions of The Mighty Waikato visitor brand, please contact us on info@waikatonz.com