TIA considers that tourism value is an important concept for the industry. 

Central to this concept is that value is not a singular economic consideration but one that contains other desirable attributes. These attributes include spending, seasonal pattern, regional dispersal, cultural engagement, contributions to nature and to communities, low carbon consumption, and others. 

In other words, TIA supports tourism that delivers wide-ranging benefits to communities, businesses and nature. 

In Tourism 2050, this is set out as ‘balanced growth’ where tourism grows on a well-managed basis with visitors contributing broadly across the attributes that we are seeking. 

In a globally competitive tourism industry, Aotearoa New Zealand is a niche player and must position itself as a destination that provides a visitor experiences that meet and exceed the expectations of our visitors. Tourism is always changing from demand and supply perspectives, and as technologies change the way the industry operates. 

Through being innovative and adaptive, Aotearoa New Zealand is well placed to further build on our competitive advantage in tourism as a quality destination competing for valued visitors from origin markets from around the world.