TIA Projects

Tourism Insight Framework

TIA is leading an industry Tourism Insight Framework to lead and manage the insight available to New Zealand tourism businesses and support sustainable growth of our $36 billion industry. 

The Framework is driving changes so that tourism businesses and stakeholders have the quality knowledge needed to make better informed decisions and achieve better outcomes.

Download the Tourism Insight Framework

The industry-led framework has five inter-related elements  - leadership, sustainable funding, quality inputs, technology and enabling better decision making - and a series of actions. 

Activating the actions

TIA has convened an Insight Leadership Panel made up of industry representatives to support the implementation of the framework actions. The group has two key areas of focus:

  • Insight priorities
    Develop a plan to identify and prioritise tourism industry insight needs.
  • Sustainable funding
    Advocate for sufficient funding for the government's core tourism dataset to ensure it meets the industry's needs in terms of coverage and quality.

    Identify all potential public sector funding sources, particularly the government's science and innovation funds, and develop and implement a plan to access this funding.

    Investigate options to develop funding mechanisms that enable the industry to meet more of its own insight needs

Ranking the priorities

The Insight Leadership Panel held its second workshop in Auckland on 15 June 2018. The group focused on refining a ‘long list’ of insight priorities, developed by TIA in consultation with the ILP. The next step is to consult more widely with the ILP and industry on the long list with the aim of ranking the priorities before the next workshop in late August. The final list will be released to the industry at the end of the year.

The ILP is also investigating how to sustainably fund the priorities.

TIA has also been in discussion with providers and industry users to help bring the insight framework to life. 


Insight Leadership Panel members  - see the ILP bios and their insight credentials


Other actions 

Victoria University insight research

Victoria University is supporting the framework by conducting a survey (March/April 2018) to better understand how the industry currently uses insight and what the challenges are. The survey will be followed up by a selection of more in-depth interviews. 

MBIE Tourism Data Review
TIA and a number of the ILP Group attended the Ministry of Business, Innovation & Enterprise tourism data review workshops, held in six centres in March 2018.

In April, TIA will be representing the industry on an advisory group convened by MBIE. MBIE plans to release the new Tourism Data Domain Plan in mid-2018. One of the framework actions was to provide input in MBIE's review to ensure it reflects current and future industry needs.

Upcoming events

TIA will be presenting the insight framework at several upcoming events, including:

  • Tourism Export Council Future-proofing our Industry Conference - 8-9 August 2018


TIA has engaged widely with a number of organisations to galvanise support for the framework implementation since its launch in November 2017, including:

Air New Zealand
Auckland Airport
Beef & Lamb NZ
Christchurch Airport
Destination Rotorua
Department of Conservation
Haka Tourism Group
Hamilton & Waikato Tourism
Lake Wanaka Tourism
Lincoln University
Margin Fuel
May Communications & Marketing Ltd
Ministry of Business, Innovation & Employment
Ministry of Transport
New Zealand Tourism Research Institute
New Zealand Trade & Enterprise
Ngai Tahu Tourism
NZ Cycle Trails
Otago University
Queenstown Airport
Queenstown Lakes District Council
Te Puia
Tourism Export Council
Tourism New Zealand
University of Canterbury
Venture Southland
Victoria University of Wellington
Wellington Airport


Download background to the Framework 


Tourism Insight Framework diagram 73


More information

If you would like to find out more about this project or provide feedback, please contact TIA Insight Specialist Steve Riley, email steve.riley@tia.org.nz