Auckland is by far New Zealand's most popular destination, welcoming about 70 per cent of international arrivals. The question is: what does the rest of the world think of us? And what better place to find out than from the horse's mouth - social media.
Auckland tourism professor Simon Milne recognises this and says social media has become a new, much more powerful, word of mouth."It's a vital way for visitors to communicate with each other," he says, "and it's also a vital way for people to be able to put down their memories and discuss their thoughts after they leave a destination."