TIA Projects

Telling the 'Tourism Story'

TIA is working on a major project to better tell the 'Tourism Story' - by proactively creating positive tourism content for traditional and social media, and empowering industry members to act as advocates to positively influence the discourse on tourism, widening support among New Zealand communities and helping to maintain the industry's social licence.

Host community support vital

Our Tourism Stories

Tourism Storyteller

Industry Engagement


Host community support vital

Welcoming, supportive communities are a vital part of what New Zealand has to offer our visitors. Truly sustainable tourism businesses have to find ways to protect and enhance their social licence to operate within their local communities. The ongoing support of host communities is a key element of the New Zealand Tourism Sustainability Commitment.

The 'Tourism Story' project will help ensure all communities across the country and in all sectors of business and government understand what the tourism industry is and the value it provides.

TIA can't influence public opinion by ourselves. The 'Tourism Story' needs to be told by individual tourism businesses, as well as regional and national organisations. It will be the cumulative impact of these individual efforts that will make a difference at the local and national levels.

The 'Tourism Story' project aims to find ways to support all sectors of the industry to tell their stories better, from the small town holiday park providing local employment opportunities and supporting local suppliers, to the big corporate donating thousands of dollars to environmental causes.


Our Tourism Stories

Here are a few recent Tourism Stories that show how tourism is benefitting New Zealanders and Aotearoa.

By George! - Avenues, 28 June 2019*

Finding Hidden Taonga - Avenues, 28 June 2019*

From rural town to film fame: How Matamata has changed since the boom of Hobbiton - Stuff, 22 June 2019

Pacific Coast Lodge and Backpackers put guests to work as environmental warriors - Bay of Plenty Times, 17 June 2019

Okere Falls' peanut butter pest control and a goat called Kevin - New Zealand Herald, 7 June 2019*

Brewery keeping Mangatainoka on the map, and visitors coming - Wairarapa Times-Age, 23 April 2019*

Banks Peninsula locals' fight to save the white-flippered penguins - Newshub, 23 Feb 2019*

Tourism operators say booming visitor numbers on Kāpiti Island have many benefits - Stuff, 26 Dec 2018*

Mission to rescue one of NZ’s most endangered birds brings special pair to Hauraki Gulf island - 1 News, 16 Dec 2018*

*Article generated via Tourism Story Project

Editorial campaign

TIA ran a four-week editorial campaign in partnership with Stuff through November-December 2018 to tell positive stories about how tourism is benefiting New Zealanders and Aotearoa. Articles produced for the campaign demonstrated how tourism operators around the country are making positive contributions to their communities and/or New Zealand's environment. 

Each article appeared in the Sunday Star-Times, various community newspapers and was promoted on the Stuff website:

The campaign was supported by the Tourism Industry New Zealand Trust.


Tourism Storyteller

With support from the Tourism Industry New Zealand Trust, TIA has contracted Sue Hoffart, a highly experienced freelance journalist, as a Tourism Storyteller. Sue is working with RTOs and operators to develop and pitch positive tourism stories to mainstream media.

She wrote this lovely article for the Rotorua Daily Post, highlighting the environmental work being carried out by Kaituna Cascades Rafting. Sue also worked with a Queenstown reporter to get this article published in the Mountain Scene, highlighting community grants made by the Glenorchy Community Trust. The Trust was set up by the founders of Camp Glenorchy. Both articles highlight the benefits that tourism can offer the community.


Industry Engagement

Planning is underway for a Tourism Communicators Conference, scheduled to be held in Auckland on 5 November 2019. More details coming soon.

Communications Consultant Cas Carter took part in the Tourism New Zealand roadshows during June 2019, sharing information and ideas with attendees on how to tell tourism stories. Cas also did a presentation to Sellers during TRENZ 2019.

Through 2018 TIA hosted three workshops for tourism communicators in Auckland, Wellington and Christchurch, to discuss how the industry can better tell its story to New Zealanders. A wide range of ideas was discussed, resulting in strong industry-wide support for the project.