"This Strategy sits alongside the industry's Tourism 2025 & Beyond Framework...bring these together and we are much better placed to jointly advance this important industry for the benefits of New Zealanders."
Kelvin Davis, Minister of Tourism
Also launched in May 2019, the New Zealand Aotearoa Government Tourism Strategy sets out the Government’s ambition for tourism, and how it will support and enable this key industry.
The Government's new Strategy has the overall aim to ‘Enrich Aotearoa New Zealand through sustainable tourism growth’. It proposes a more active role for government in tourism, to make sure that growth is productive, sustainable and inclusive.
The desired outcomes of the Government Strategy are consistent with the Tourism 2025 & Beyond framework.
Most importantly, the Strategy's Priority Work Areas set out what the Government will do to support and activate tourism. With these areas mirroring the industry’s desired approach and sense of priority, there is excellent opportunity for linked government/industry actions to drive those matters of most importance to the wellbeing of the tourism industry and its contribution to New Zealand.
There is also scope for industry to have both a strong independent voice and its own areas of focus.
The Government's Strategy was launched by Tourism Minister Kelvin Davis and Conservation Minister Eugenie Sage.
Joint TIA-government priorities
In September 2019, we revealed five joint priority areas for immediate action that have been agreed with government agencies to ensure a sustainable tourism future for New Zealand. The key areas identified are:
- Sustainable growth
- Improved data and insight
- Building the tourism workforce
- Destination management and planning, and
- Carbon and climate change.