The country is internationally seen as a top holiday destination, shown by receiving awards like being voted most favourite destination by the readers of the "Condé Nast Traveler" magazine (specialising in luxury travels) in 2008, though it slipped to second place in 2009, and was also named the best overseas holiday destination in a 2007 "The Daily Telegraph" poll, the United Kingdom's largest such poll. Since the start of a 2000 advertising campaign by Tourism New Zealand, there has been a 61% increase in the number of Britons coming to New Zealand.