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Tourism 2050

He Pae Tukutuku – our 2050 Vision

Enriching Aotearoa New Zealand through a flourishing tourism ecosystem

Tourism contributes to our economy, encourages social connectivity internationally and domestically, and showcases our whenua, our cultural diversity, and timeless experiences. It creates a sense of pride in the things that make us, Aotearoa New Zealand, unique. 

As an industry we are committed to enriching our country over the long term and to making an increasingly positive contribution to people and place.   

Each time we have reset our industry strategy, we have placed increasing emphasis on matters beyond economic value. Now, we are taking the next logical step – to create broad societal benefits through tourism. As we express it in this document, we want tourism to be contributing positively across Te Taiao (environment), Ōhanga (the economy), Hapori (community) and Manuhiri (visitor), and in giving effect to Te Ao Māori. 

This is not without challenge and in setting this aspiration, this Blueprint reflects on the most significant challenges and opportunities facing our industry. Big shifts or trends include increasing need for reduced carbon emissions, climate change and changing visitor preferences (including potentially less long-haul and more experience-based travel). We also need to be caring for our people, whether they be our visitors, workforce or communities.  

We will not be able to respond in the same ways we have. For the tourism industry to deliver for New Zealand over the longer term, a paradigm shift is required. 

Becoming the industry we aspire to will require focus on a small number of transformative actions. We have identified ten game-changing actions, the significance of which cannot be overstated.  

Importantly, some of these actions are about changing the system so we are better equipped to manage tourism in Aotearoa New Zealand.  Make progress with these, and we will be better placed to advance the other actions.    

This Blueprint also sets out some practical actions that all tourism businesses can advance. Only through these actions will the overall aspirations be achieved.  

We are in this together, and we all have a role to play. Let’s boldly take these transformative steps.   

Our Vision

He Pae Tukutuku – our 2050 Vision:
Enriching Aotearoa New Zealand through a flourishing tourism ecosystem

This Vision sets the aspiration for the tourism industry to be a prosperous and successful industry over the long term that contributes broadly to the betterment of Aotearoa New Zealand and its people.

It is in step with the Government aspiration for tourism as expressed in the New Zealand Aotearoa Government Tourism Strategy.

He Pae Tukutuku symbolises the evolving relationship between tourism, visitors (manuhiri), and the people and whenua of Aotearoa New Zealand. It embodies the essence of a positive and reciprocal future where tourism seeks to honour and enhance the intricately woven elements that make Aotearoa New Zealand unique.

Thanks to our strategic partners

Thanks to our strategic partners

Thanks to our strategic partners