Tourism Industry Aotearoa (TIA) released its industry strategy Tourism 2050 - a Blueprint for Impact on 7 November 2023 at Tourism Summit Aotearoa. 

The Blueprint sets out the vision for the industry by 2050 which is ‘Enriching Aotearoa New Zealand Through a Flourishing Tourism Ecosystem’ supported by 10 key Actions that will create momentum towards achieving the vision and the key targets. 

The Blueprint was developed with wide industry support, with specialist strategy input from PwC. 

The central premise of Tourism 2050 is ‘balanced growth’ where tourism is a flourishing and growing industry that contributes widely to Aotearoa New Zealand’s people, place and culture. 

TIA uses Tourism 2050 as the framework for identifying and advancing those critical issues to be acted on by TIA and industry.