New Zealand’s tourism industry has refreshed its Tourism 2050 strategy, calling for greater industry commitment to a long-term roadmap for growing the sector while managing its economic, environmental and community impacts.
Tourism Industry Aotearoa (TIA) launched the refreshed strategy at Te Puia in Rotorua, three years after the original Tourism 2050 blueprint was created by the industry.
The refresh comes as the sector faces stronger global competition, climate change, changing traveller expectations and the rapid development of artificial intelligence.
Funding and destination management in focus
One of the most pressing issues identified by TIA is how tourism is funded and managed, particularly at the local level.
The industry body says local governments need better tools to develop and manage tourism in their destinations, while national funding options should also be explored.
“It’s essential that we can explore different national funding options for tourism in New Zealand – a national accommodation levy is one such option,” said TIA chief executive Rebecca Ingram.
It also pointed out that the International Visitor Conservation and Tourism Levy (IVL) is not fulfilling its original purpose of funding additional tourism and conservation activity.
Other areas requiring government action include strengthening tourism’s role within local government, establishing national destination management arrangements and modernising conservation legislation.
What changes under the refresh
The refreshed Tourism 2050 retains the original framework, including its vision, values, application of te ao Māori principles, balanced-growth model and 10-action structure.
The priorities have been updated to reflect changes since 2023, with greater emphasis on implementation, accountability and measuring progress.
Key areas include:
Enhancing the vibrancy, culture, health, and quality of life of local communities
Providing imeless experiences that differentiate Aotearoa New Zealand in the minds of manuhiri
Increasing the average spend per visitor
Sustainability and conservation – strengthening tourism’s environmental responsibilities
Competitiveness and connectivity – maintaining New Zealand’s international appeal and improving the connections needed to bring visitors to and around the country
Destination management – developing better systems for managing visitor growth and its impacts at destination level
AI and technology – helping the industry respond to rapid technological change and adopt AI where useful.
TIA views the TPS (New Zealand’s Tourism Policy Statement) as a live document that can evolve with the sector and could eventually lead to tourism-specific legislation establishing the roles and functions of New Zealand’s tourism system in law.
The TPS sets out the government's direction for tourism, while Tourism 2050 represents the industry's priorities and commitments. TIA says the two provide a shared long-term direction, with implementation now the key challenge.
TIA’s longer-term vision is to “enrich Aotearoa New Zealand through a flourishing tourism ecosystem”, with the next major test being whether the strategy can translate into policy decisions, investment and action on the ground.