Strategic Projects

Tourism Data and Insights

Launched by TIA in November 2017, the Tourism Insight Framework aims to drive changes so that tourism businesses and stakeholders have the quality knowledge needed to make better informed decisions and achieve better outcomes.

The Framework is driving changes so that tourism businesses and stakeholders have the quality knowledge needed to make better informed decisions and achieve better outcomes.

Download the Tourism Insight Framework


The industry-led framework has five inter-related elements  - leadership, sustainable funding, quality inputs, technology and enabling better decision making - and a series of actions. 

Activating the actions

TIA has convened an Insight Leadership Panel made up of industry representatives to support the implementation of the framework actions. The group has two key areas of focus:

  • Insight priorities
    Develop a plan to identify and prioritise tourism industry insight needs.
  • Sustainable funding
    Advocate for sufficient funding for the government's core tourism dataset to ensure it meets the industry's needs in terms of coverage and quality.
  • Identify all potential public sector funding sources, particularly the government's science and innovation funds, and develop and implement a plan to access this funding.
  • Investigate options to develop funding mechanisms that enable the industry to meet more of its own insight needs


Ranking the priorities

The Insight Leadership Panel meets regularly. The group is focused on refining a list of insight priorities, developed by TIA in consultation with the ILP. The final list will be released to the industry at the end of the year.

The ILP is also investigating how to sustainably fund the priorities.

TIA has also been in discussion with providers and industry users to help bring the insight framework to life. 


Some recent wins around industry insight

  • Mood of the Nation

Increasing the sample size of the Mood of the Nation research. This will provide stronger regional data around different community perceptions of tourism, which in turn will provide the industry with better insight in order to tell the tourism story.

  • Engagement with Motu

Engagement with economic research institute Motu, to provide tourism industry input into climate change research. The industry has an opportunity to actively participate in the $500,000 of funding that the National Science Challenge has provisionally allocated to this work. 

  • South Island Visitor Flows Study

TIA provided input to the NZTA stocktake report of data that can be used to help identify patterns of visitor travel around the country. 


  • Sustainability research

Leveraging academic sector partners to create industry relevant insight. The Tourism Industry New Zealand Trust provided a grant to Canterbury researchers to explore how Canterbury can develop its tourism industry sustainably. 

Read more.


TIA has engaged widely with a number of organisations to galvanise support for the framework implementation since its launch in November 2017, including:

Air New Zealand
Auckland Airport
Beef & Lamb NZ
Christchurch Airport
Destination Rotorua
Department of Conservation
Haka Tourism Group
Hamilton & Waikato Tourism
Lake Wanaka Tourism
Lincoln University
Margin Fuel
May Communications & Marketing Ltd
Ministry of Business, Innovation & Employment
Ministry of Transport
New Zealand Tourism Research Institute
New Zealand Trade & Enterprise
Ngai Tahu Tourism
NZ Cycle Trails
Otago University
Queenstown Airport
Queenstown Lakes District Council
Te Puia
Tourism Export Council
Tourism New Zealand
University of Canterbury
Venture Southland
Victoria University of Wellington
Wellington Airport


Download background to the Framework


Tourism Insight Framework diagram 73