The incumbent, Walker Media, will pitch against agencies including Media Planning Group and MindShare.
Tourism New Zealand is also pitching media in other major markets, such as the US.
The media review follows a change in creative-agency arrangements last month that saw Tourism New Zealand move its £15 million global brief into JWT/Assignment. The business was previously with M&C Saatchi, which resigned the account after it picked up the larger Tourism Australia business.
Tourism New Zealand's TV ads use the line "100 per cent pure New Zealand" alongside images of spectacular scenery from the country. A previous spot featured images set to the Crowded House track Don't Dream It's Over.
The number of visitors to New Zealand for holidays has grown over the past few years to 1,190,443 in 2004 and is expected to rise to 1,247,190 in 2005.
Walker Media and Tourism New Zealand were unavailable for comment.
Separately, the New Zealand government has launched a campaign to tempt expats living in the UK back to New Zealand to meet demand for skilled workers.