TIA is a founding partner of Tiaki – Care for New Zealand. We believe that Tiaki has enormous scope for changing the way we look after Aotearoa New Zealand, with Māori values providing a way of providing for care of place, people and mahuhiri. 

Tiaki is a commitment to care for Aotearoa New Zealand, now and for future generations. 

Tourism operators are encouraged to use Tiaki to engage with customers about how to be great visitors within Aotearoa New Zealand (TSC Commitment 6). 

Action 10 in Tourism 2050 is Embed Tiaki, which seeks to get all businesses utilising Tiaki within their operations and with their visitors and communities to promote the importance of showing care and guardianship for our people, place and culture. 

This extends to how operators themselves demonstrate their support for the principles of kaitiakitanga. 

The Tiaki partners have recently energised this programme with a new video and tailored assets for operators. Ongoing development will continue in recognition of the role this plays in shaping visitor understandings and behavior, and of the industry itself.