Tourism strategy

Through the tourism strategy, government is supporting the tourism sector to reap the benefits of growth in visitor numbers while managing the pressures this places on businesses, communities and infrastructure.

The tourism strategy both aligns and coordinates government efforts supporting the sector to boost the economic contribution of tourism across the country and plan for the future.

The strategy complements Tourism 2025 – Growing Value Together, the industry-led growth framework developed in 2014 (led by Tourism Industry Aotearoa) to address low growth and a declining share of global tourism activity, and Tourism 2025 – Two Years On [PDF 2MB], which was released in 2016.

The strategy focuses on three challenges:

  • attracting the right mix of visitors
  • ensuring visitors have a high quality experience
  • supporting regions to respond to and benefit from increasing visitor numbers.


It is designed to help the sector attract high-value visitors and investment, not only to tourism hotspots during peak seasons, but to a range of regions and throughout the year.

Read a summary of the tourism strategy [PDF 489KB]