Tourism policy outlines role of government and industry

The roles of central government, local government, and the tourism industry have been clarified, as the government sets out its Tourism Policy Statement.

The intent of the policy statement is to boost New Zealand's competitiveness as a destination, while also safeguarding the reasons why people may want to visit.

Tourism is the country's second largest export earner, and the government wants to double the 2023 value of tourism exports by 2034.

The policy statement sets out eight different policy objectives: and the actions government and industry need to take to implement them.

Evidence-led, sustainable tourism growth

Delivering high-quality visitor experiences

Tourism that works for regions and communities

Productive, resilient tourism and hospitality businesses

Strong international and domestic connectivity

Creating and shaping demand through targeted and effective marketing

Unlocking the value of events and business events

Investing for impact and long-term value

The statement also includes actions that government and industry need to take to implement them.

For example, the objective on 'creating and shaping demand through targeted and effective marketing' contains actions around better aligning national and regional marketing, providing stable funding and performance signals to Tourism New Zealand, and coordinating marketing campaigns for conservation sites.

The document also cements which out of central government, local government, and industry is best equipped to take the lead certain roles, with the other two expected to be a partner, or take actions to enable the outcome.

For example, local government is expected to lead domestic marketing, partnering with industry, and enabled by central government.

International marketing would be led by central government, in partnership with local government and industry.

Exactly how the statement will be implemented is still to be hashed out. The government intends to develop an implementation plan to stage the various actions.

Tourism minister Louise Upston said the policy statement set a clear direction for how central government, local government, and the tourism industry would work together to set priorities.

"A deliberate, planned approach is essential to achieving our tourism growth goals and maintaining New Zealand's international competitiveness," she said.

"The Statement sets a long‑term direction to guide decisions on policy, investment, infrastructure and marketing across the tourism system."

Peak industry body Tourism Industry Aotearoa described the policy statement as a "major milestone" for the industry.

"There is clear alignment between what the sector and government want to achieve, and the pathways needed to get there," said chief executive Rebecca Ingram.

"Establishing clear roles, responsibilities and functions will help create a cohesive policy framework that supports the balanced growth and sustainable development of tourism."

Ingram urged cross-party support for the policy statement, saying it set a long-term direction for the industry and there was a real opportunity for all political parties to align around its implementation.

Upston also announced a further $5 million for the Regional Tourism Boost, a contestable fund for regional tourism organisations to help them attract international visitors.

Three fifths of that will come from reallocated funding from the Major Events and Tourism package, with the rest funded through the International Visitor Levy.

This funding round would prioritise campaigns targeting Australian, Chinese, and North American tourists.