The land of the long white cloud is officially the third strongest country brand in the world behind Canada and Switzerland, as judged by the seventh annual FutureBrand Country Brand Index (CBI).
The index assessed the perceptions of 113 nations on five measures to ascertain what makes a country's brand powerful and unique.
New Zealand received some of the highest scores in the index for countries with populations below 10 million and leads the rankings in terms of perceptions of natural beauty and authenticity of heritage and culture.
Meanwhile, at the annual Viagens e Turismo tourism awards in Rio de Janeiro, New Zealand was voted the top global eco-tourism destination, beating Machu Picchu and Pattagonia among others.
Lonely Planet's Best in Travel 2012 has also announced Queenstown and the Southern Lakes region among the world's Top 10 recommended regions to visit.
Tourism New Zealand's chief executive Kevin Bowler said the awards recognised "all the great things about New Zealand that we profile to the world".
"Such acknowledgements give us confidence that our marketing activity and strategy are on track."