This article originally appeared in Tourism Ticker.
There’s something reassuring about the steady hum of another strong summer season in tourism in Aotearoa New Zealand. While we’re not seeing record-breaking numbers, all indicators are that things have been steady; operators have reported a buoyant few months, with no major disruptions to delivering great experiences to visitors – even if there have been a few more grey clouds than blue skies.
The solid summer trade we’re experiencing is welcome – especially after the rollercoaster ride of recent years, but what may be even more welcome is the strong growth agenda that sets the stage for a new golden period for New Zealand tourism. As we look to the year ahead, several exciting opportunities are emerging that could really make a difference for our industry’s future.
This is what we want to see:
The Tourism Growth Roadmap
There’s real momentum building around the Tourism Growth Roadmap. Over the past year, we forged an effective working relationship with former Minister for Tourism and Hospitality Matt Doocey, and look forward to continuing this with the industry’s new Minister, Louise Upston.
The conversations happening focus on how we invest in destination attraction and a strong forward programme of events, trade and partnership activity so we are globally competitive.
The attraction work then must be matched with appropriate investment in New Zealand to ensure that growth is well planned for and managed. This is our chance to ensure that tourism develops by design.
Strategic Investment of IVL Funds
The jump in our International Visitor Conservation and Tourism Levy (IVL) to $100 last year was significant, and probably the single biggest change for the industry last year. We remain concerned about the upfront cost to visitors of entering Aotearoa New Zealand, but the funds that will be generated represent a transformational amount of money. Circa $1bn over five years. Applied with purpose, the IVL can and should solve problems and open possibilities for both conservation and tourism-related infrastructure.
Securing Sustainable Funding
One of the industry’s long-standing issues is funding in the right place. As other columnists have noted, local government is in crisis, there’s not enough money to go around and investment in Regional Tourism Organisations (RTOs), and core tourism activity and destination management is suffering.
With growth now up in lights, we must also enable local government to ensure that appropriate tourism-related infrastructure investments can be made so the visitor experience continues to evolve and communities benefit from the tourism they receive.
Local Government
Tourism brings life and energy to our regions, and it’s fantastic to see how many local communities are embracing its potential but council budgets are tight and RTOs are being asked to deliver more and more with less. With local government elections this year, what’s key is showing how tourism investment pays off for entire communities, not just the industry itself and the substantial role tourism businesses are playing in their communities.
Recent feedback from Tourism Sustainability Commitment (TSC) signatories shows that 80% are engaging with their communities for mutual benefit. I see this all the time – supporting youth, employment, choosing to buy local, trapping pests, restoring the environment, sponsoring local events and giving back time. Often under the radar, tourism businesses are making a difference every day.
Supercharge Major and Business Events
I’m an events junkie. Give me stadium full of people sharing an experience any day. The ripple effect of an event like the FIFA Women’s World Cup is pronounced for economic activity, vibrancy and pride. When we host major and mega events, we build profile for New Zealand and give potential visitors reasons to visit now.
With new world-class conference centres in Christchurch and Wellington, plus Auckland’s New Zealand International Conference Centre opening in 2025, we’re perfectly positioned to host amazing business events. These venues aren’t just buildings – they’re magnets for high-quality visitors who bring energy, insights and opportunities to our cities year-round.
Leveraging new data about our tourism economy
Good decisions need good data – it’s as simple as that. With four major data projects set to deliver results in 2025, we’re about to get much better at understanding our visitors, the industry’s needs and opportunities. This isn’t just about numbers; it’s about making smarter choices that benefit everyone involved in tourism.
Embed the Tiaki Promise
The Tiaki Promise is something truly special; it has enormous scope for changing the way we care for our place and can deepen visitors’ connections and understanding of the natural environment, while inspiring them to travel safely and consciously. My vision for Tiaki is that it will get a boost from the IVL and will be a recognisable, high-profile part of the visitor experience – embedded throughout a visitor’s journey and leaving a strong impression.
Looking ahead, there are plenty of reasons to be optimistic. Sure, we have challenges to tackle, but we’ve got clear priorities and a strong industry that’s proven its backbone time and again.
By working together on these key areas, we’re not just supporting tourism – we’re investing in the country’s future. The path ahead looks bright, and with continued collaboration and commitment, we’re set to make tourism work even better for our members and those who live and visit Aotearoa New Zealand.
