New Zealand has been revelling in a flood of publicity as the world's coolest travel destination.
Tourism New Zealand is expecting to reap the benefits of a recent USA Today Show where 5.5 million viewers voted New Zealand the dream honeymoon destination.
The winners of the programme's annual "Today Throws a Wedding" competition are currently honeymooning in the Bay of Islands, Queenstown and Wanaka.
The British Guardian, Observer and Guardian Unlimited Travel Awards also named New Zealand as the top long-haul travel destination, above Australia, Japan and The Maldives.
Tourism New Zealand chief executive George Hickton told the Dominion such a high-profile win was worth millions of dollars for New Zealand.
"We are continually challenged with how to keep up our profile – recognition like this is something we just couldn't pay for."
The accolades keep rolling in with the Land of the Long White Cloud being voted the world's coolest travel destination by a British style project, beating hotspots like Morocco, Fiji and the Maldives.
The poll was run by the British firm CoolBrands, who define brands that have become desirable among many style leaders, and was judged by 23 style judges from the fashion, arts and entertainment sectors, as well as an online survey.
Tourism New Zealand chief executive George Hickton said a lot effort had gone into promoting New Zealand to the UK market.
"It's very gratifying to see we are such a desirable destination, especially as this poll includes opinion leaders who can have an real influence on people's travel choices."
The Chelsea Flower Show and our 'Come Now. If Not Sooner' advertising campaign had been a large part of the marketing strategy, he said.
New Zealand tourism operators such as Magnetic South currently offer hundreds of accommodation options and deals with nearly 200 tourism providers across the country, covering both mainstream and "off the beaten track" attractions and destinations.
Acting manager Derek Green, said UK visitors were attracted to New Zealand's natural beauty and outdoor activities, mixed with an ever-expanding range of accommodation, cuisine, and cultural and tourism experiences.
"The win is great publicity for the New Zealand tourism industry overseas and should encourage further visitors, as people want to stay in places that have won awards and been in the media."
New Zealand was also voted best destination in British industry bible Conde Nast Traveller magazine in September.
The UK is New Zealand's second-largest inbound tourism market after Australia.
In the year ending August 2006, 289,134 people visited New Zealand from the UK.
In third place is the US with 224,000 visitors in the first eight months of this year, spending more than $600 million.
Tourism New Zealand expects annual international visitor numbers to reach 3.1 million in 2012, up from 2.4 million last year.
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