Tourism Industry Aotearoa Release Industry Strategy

Tourism Industry Aotearoa (TIA) has released its industry strategy until 2050. Tourism 2050: A Blueprint for Impact lays out the ambitions for and gives direction to the future of tourism in New Zealand.

The strategy was released to more than 300 business leaders at the Tourism Summit Aotearoa in Wellington.

“New Zealand’s tourism industry is considering how global and local forces will push and pull the industry,” said TIA Chief Executive Rebecca Ingram.

Central to the blueprint is the Vision to Enrich Aotearoa New Zealand. It envisions a flourishing tourism ecosystem that supports thriving businesses, delivers world-class experiences, contributes to New Zealand’s communities, and protects our environment.

The strategy contains 10 Actions that TIA believes will position the industry well for the next 30 years.

The actions fall into three categories:

  • To reset the tourism system’s design and management
  • To take action on carbon emissions and biodiversityTour
  • To better equip tourism businesses

The success of the Tourism 2050 Blueprint relies on a united approach, with industry, government, and businesses all committing to transformative actions.

The Blueprint was prepared with an industry leadership group, PWC, and the TIA board and widely consulted with TIA members.

Summary of Tourism 2050’s 10 Actions:

  • Design Tourism Industry Settings for 2050 - To clearly define and articulate structures, roles, and responsibilities within the tourism industry.
  • Address Industry Funding – To ensure the industry can invest in tourism infrastructure, capability building, destination management, knowledge, and climate change adaptation.
  • Power-up Data and Research – Equip the tourism industry with the data, research, analysis, and innovation processes so that it can develop on an informed basis.
  • Embrace Te Whakarae Māori - Integrate kaupapa Māori (Māori approach) and Mātauranga Māori (Māori knowledge) into the tourism industry, to elevate the role of Māori voices within the tourism industry.
  • Achieve Net Zero Carbon - To accelerate the rate of decarbonisation of the tourism industry, recognising the practical constraints that do exist, but moving faster where possible.
  • Champion Predator Free and Biodiversity - To strengthen the commitment of all tourism operators to protect the natural environment and biodiversity including contributing to Predator Free NZ.
  • Transform Tourism and Conservation - Ensuring the interface between tourism and conservation sectors is working well and for mutual benefit.
  • Build Sustainability Capability - Increase support for lifting the capacity of tourism businesses to be prosperous and contribute to a sustainable tourism industry.
  • Grow the Tourism Workforce - To establish a concerted focus on ensuring the tourism industry has the people it needs to operate effectively in providing quality experiences to our visitors.
  • Embed the Tiaki Promise - To deepen the use of Tiaki – Care for New Zealand across the tourism industry. The principle of Kaitiaki (Guardianship) is central to how to look after our place and people.