TIA's brand story
Tourism Industry Aotearoa (TIA) is New Zealand's peak tourism industry organisation.
Share the passion
We share our passion for the visitor industry, for TIA and for all the things we love.
Make a difference
We make connections, take risks, speak up and create success.
Take it on
We take responsibility, have a can-do attitude and pitch in.
We are open, fun-loving, generous, caring and supportive.
In 2017 we launched the Tourism Sustainability Commitment with a vision to lead the world in sustainable tourism. Toitū te taiao, toitū te tāpoi. E kōkiri ana e Aotearoa. Sustainability covers not only environmental, but also community, visitor and economic benefits. The TSC’s focus is not just on minimising harm, but making a positive contribution so that tourism gives back more than it takes.
New Zealand has risen from uncharted depths to claim a unique place in the eyes and hearts of travellers the world over. With the world getting smaller and travel being more accessible than ever before, it’s up to our industry to shine a spotlight into our quiet corner of the world.
TIA are Aotearoa’s tourism industry advocates.
We are the voice of an industry that has grown up with New Zealand. People who have built their businesses on being passionate about our country and taking that passion to the world.
We operate with the understanding that achieving synergy within our industry will mean collectively we will be stronger than the Huka Falls, as vocal as an Urewera dawn chorus and shine brighter on the world’s stage than a sunrise over the Southern Alps.
Perhaps because of our geographic location, New Zealanders have always helped each other dream big, take on the world and make a difference both locally and globally.
We are the peak industry body, supporting and uniting the tourism community.
We updated our name from the Tourism Industry Association New Zealand to Tourism Industry Aotearoa (TIA) in May 2016. We did this to better reflect who we are, what we do and to highlight New Zealand’s unique selling point – our culture.
Our members remain at the heart of our work and we will continue to offer the advocacy, information, events and benefits members currently enjoy.
But our new name clearly signals that we are not simply a membership association. We are strongly focused on being the advocate for the whole tourism industry.
TIA’s logo represents the connectivity and alignment we offer the industry. We believe that by working together, we can accomplish what no single member or sector group could achieve by themselves.
The colours represent the natural greens and blues of New Zealand’s landscape, complimented by a vibrant ‘Takahe’ pink inspired by our native birdlife.
The logo incorporates a koru design that both references Maori culture and retains a link to TIA’s previous logos as they have evolved over the years.
TIA members are permitted to use the TIA logo on their websites and other collateral. Email email@example.com for details.
TIA was formed in 1953 as the New Zealand Travel and Holiday Association. In 1970 it became the New Zealand National Travel Association, then the New Zealand Tourist Industry Federation in 1984.
It was known as the Tourism Industry Association New Zealand since 1993 until we launched our new identity as Tourism Industry Aotearoa in May 2016.
We had seen some dramatic advances in our industry in the previous few years and felt our new identity better reflected TIA’s role as the voice of that industry.
TIA has continually championed the interests of its members and the tourism industry.
Read our code of ethics.