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Tourism 2050

He Pae Tukutuku – our 2050 Vision

Enriching Aotearoa New Zealand through a flourishing tourism ecosystem

We want your thoughts and feedback on Tourism 2050 – a blueprint for impact

TIA’s Industry Blueprint to 2050 is now out for consultation with members. Submissions are open until Sunday 10 September.

Tourism makes a vital contribution to our economy, encourages social connectivity, and showcases our whenua, our cultural diversity and timeless experiences. In 2020, the industry contributed a significant 9% of GDP, with a total expenditure of $41.4b. We expect tourism’s total expenditure will reach $50b per annum by 2030.

As we move past the COVID-19 period, we believe the future of tourism will be different. For the industry to deliver for New Zealand over the longer term, a paradigm shift is required.

We want the tourism industry to be healthy and prosperous, we can see an increasing shift towards a more regenerative and holistic future. This looks beyond economics and includes cultural, social and environmental outcomes – always with emphasis on enriching the experience for our visitors.

This industry reset looks at trends and challenges shaping our industry, such as climate change, automation and the shift towards a more experiential form of tourism. It outlines four outcomes we want to contribute positively to: Te Taiao (the environment); Ohanga (the economy), Hapori (the community) and Manuhiri (the visitor).

To achieve these outcomes, the blueprint lays out 10 actions we would like to see achieved. These are to:

  • Develop a National Policy Statement for tourism
  • Address industry funding
  • Establish Aotearoa Tourism Centre
  • Transform tourism and conservation settings
  • Power-up data and research
  • Embrace Te Whakarae Māori
  • Foster the tourism workforce
  • Reduce carbon
  • Champion Predator Free 2050
  • Embed the Tiaki Promise

The draft Tourism 2050 has been led by TIA with the support of the Industry Strategy Group and PwC. It is a fit-for-purpose guide by industry, for industry. Attend one of our drop-in sessions around Aotearoa in August and September, or join online 30th August.  To register for all events, fill out the registration form today.

For a copy of the draft strategy document please download it here, read, and have your say.

To make a submission, simply email no later than Sunday 10 September. Feedback can be as long or as short as you want and we are just as interested in what you support as the concerns or questions that you may have. Your submission will not be published and TIA will only ever circulate summarised, aggregated feedback to its members.

Questions you might want to answer include:

  • Have we effectively captured the challenges facing our industry and are there others that we haven’t considered?
  • Do the 10 actions adequately address the strategic issues we are facing and will they have an impact on the outcomes we are seeking to achieve?
  • What is your view on the targets we are seeking to achieve?
  • Are there any other options that should be considered?
  • What aspects of the strategy do you support?

At the end of consultation, TIA will consider all the feedback and release a final strategy. We will let members know in summary what feedback was received, what was updated and why.

For more information:


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