million annually. It has been argued that the construction of the Te Papa museum helped transform Wellington into a tourist destination. Wellington is marketed as the 'coolest little capital in the world' by Positively Wellington Tourism, an award-winning regional tourism organisation set up as a council controlled organisation by Wellington City Council in 1997. The organisation's council funding comes through the Downtown Levy commercial rate. In the decade to 2010, the city saw growth of over 60% in commercial guest nights. It has been promoted through a variety of campaigns and taglines, starting with the iconic Absolutely Positively Wellington advertisements. The long-term domestic marketing strategy was a finalist in the 2011 CAANZ Media Awards. Popular tourist attractions include Wellington Museum, Wellington Zoo, Zealandia and Wellington Cable Car. Cruise tourism is experiencing a major boom in line with nationwide development. The 2010/11 season saw 125,000 passengers and crew visit on 60 liners. There were 80 vessels booked for visits in the 2011/12 season – estimated to inject more than NZ$31 million into the economy and representing a 74% increase in the space of two years. Wellington is a popular conference tourism destination due to its compact nature, cultural attractions, award-winning restaurants and access to government agencies. In the year ending March 2011, there were 6,495 conference events involving nearly 800,000 delegate days; this injected approximately NZ$100 million into the economy. Arts and culture Culture Wellington's culture has been befamed across the world since the 1990s for being notably "cool", incongruous and influential given the city's relatively small size (near half a million). It has been traditionally acclaimed as New Zealand's "cultural and creative capital". The city is known for its coffee scene, with now-globally common foods and drinks such as the flat white perfected here. Wellington has a strong coffee culture – the city has more cafés per capita than New York City – and was pioneered by Italian and Greek immigrants to areas such as Mount Victoria, Island Bay and Miramar. Nascent influence is derived from Ethiopian migrants. Wellington's cultural vibrance and diversity is well-known across the world. It is New Zealand's second most ethnically diverse city, bested only by Auckland, and boasts a "melting pot" culture of significant minorities such as Malaysian, Italian, Dutch, Korean, Chinese, Greek, Indian, Samoan and indigenous Taranaki Whānui communities as a result. In particular, Wellington is noted for is contributions to art, cuisine and