In 2023, the tourism industry came together to launch Tourism 2050, a long-term blueprint for the future of tourism in Aotearoa New Zealand.
Since then, the strategy has helped shape industry advocacy and supported engagement with central and local government on key tourism issues. It has also informed the Government’s Tourism Growth Roadmap, New Zealand’s Tourism Policy Statement and steps to modernise conservation.
Significant progress has been made on many of the actions since Tourism 2050 was launched, while new opportunities and challenges have emerged.
To ensure the strategy remains relevant and continues to guide the future direction of tourism, we have undertaken a refresh that has been reviewed by the TIA Council.
The draft retains the core vision, values and framework of Tourism 2050, while updating the actions to reflect progress since 2023 and changes in the operating environment.
We are now seeking feedback on the draft refresh and would appreciate your views on the following questions:
- Do you support the overall direction of the refreshed Tourism 2050?
- Do you agree with the ten proposed actions?
- Are there any actions that should be strengthened, removed or added?
- Have we appropriately reflected the key opportunities and challenges facing tourism over the coming decades?
- Is there anything else we should consider before the document is finalised?
View the Tourism 2050 draft and send your feedback to Tourism2050@tia.org.nz by Wednesday 29 July.
All feedback will be carefully reviewed before a final draft is presented to the TIA Council for approval. Further information on the launch of the refreshed Tourism 2050 will follow.
Thank you for helping shape the future direction of tourism in Aotearoa New Zealand.
