At TRENZ 2019, Tourism Industry Aotearoa has made an update to the Tourism 2025 Growth Framework, adding a sustainable edge.
Originally the 2025 target was to create $41 billion in annual revenue by 2025, but progress has exceeded initial expectations, with the tourism sector worth $39.1 billion in 2018.
The framework has put sustainability once again top of mind, adding four new goals into the now named Tourism 2025 & Beyond – a Sustainable Growth Framework.
“The key change is that sustainability is now at the centre of Tourism 2025, providing a clear pathway towards a sustainable tourism industry for New Zealand. We have added visitor, community, and environmental goals and pushed our economic ambition out to $50 billion a year in annual tourism revenue by 2025.”
Roberts said that the industry as a whole is beginning to recognise and adopt the importance of Maori values like kaitiakitanga (guardianship), manaakitanga (hospitality), and whanaungatanga (working together).
“This Sustainable Growth Framework keeps our focus as an industry firmly on growing our value to individuals, communities, the environment, the economy and our visitors,” said Chris Roberts, chief executive, Tourism Industry Aotearoa.