Tourism and Hospitality Minister Louise Upston has announced the new Tourism Policy Statement, largely welcomed by the industry.
The Government has set a clear pathway to grow tourism so that New Zealand businesses, workers and communities see benefits, Tourism and Hospitality Minister Louise Upston said.
As the second largest export earner, tourism is vital to growing New Zealand’s economy. Tourism supports jobs and businesses right across the country, which helps regions and communities to thrive.
“The Tourism Policy Statement released today sets a clear direction for how central government, local government and industry will work together to set priorities, take action and respond to change,” Louise Upston said.
“A deliberate, planned approach is essential to achieving our tourism growth goals and maintaining New Zealand’s international competitiveness. The Statement sets a long‑term direction to guide decisions on policy, investment, infrastructure and marketing across the tourism system.”
Upston said it was about making sure the foundations are solid, New Zealand continues to build the quality of its visitor experience so tourism delivers more value, more jobs, brilliant events and superb hospitality offerings in communities.
She added that this will help achieve the government’s ambitious goal of doubling the 2023 value of tourism exports by 2034.
“We’re already making strong progress towards this goal, supported by investments in international marketing and major events, the introduction of a visa-waiver trial, and the promotion of regional tourism,” said Upston.
An example of this in action is the Regional Tourism Boost, which has encouraged more visitors to explore beyond the main centres and outside peak seasons.
“I’m also pleased to announce today that $5 million will be available through round three of the Regional Tourism Boost. It will open to applications for campaigns to attract more international visitors to travel, stay and dine in New Zealand from Spring 2026 to early summer 2027.”
Upston said the Regional Tourism Boost is a great example of partnership between industry and government, the same collaborative approach that underpins the Tourism Policy Statement.
“By working together, we can create a tourism system that reflects the best of who we are and delivers real value for New Zealanders across the country.”
Tourism Industry Aotearoa (TIA) has welcomed the release of New Zealand’s first National Tourism Policy Statement, describing it as a major milestone for the industry.
TIA Chief Executive Rebecca Ingram said the Statement strongly aligns with what the industry has been advocating for, and builds on the long-term ambition set out in Tourism 2050.
"The establishment of a National Tourism Policy Statement was Action One in Tourism 2050, published in 2023, so this release represents real progress," said Ingram.
"It is pleasing to see our input on behalf of the industry reflected in this document. There is clear alignment between what the sector and Government want to achieve, and the pathways needed to get there.”
She added that establishing clear roles, responsibilities and functions will help create a cohesive policy framework that supports the long-term growth and development of tourism.
"For the Statement to endure, cross-party support will be essential. It sets a long-term direction for the industry, and with an election year ahead, there is a real opportunity for all parties to align around its implementation."
Ingram said Tourism 2050 – A Blueprint for Impact is currently being refreshed to reflect changes in the tourism landscape over the past few years.
"Tourism 2050 has been the cornerstone of the industry's work since 2023, and the introduction of the National Tourism Policy Statement is further evidence of its influence. We see these two documents as complementary, and together they provide a strong foundation for tourism's future."
The refreshed Tourism 2050 will be released following member feedback, in the coming months.
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