Ministerial foreword

As the Minister for Tourism and Hospitality, I am pleased to introduce New Zealand’s first national Tourism Policy Statement.

At the time of publication, tourism is New Zealand’s second-highest export earner and supports one in nine jobs. The Government has set an ambitious goal of doubling the value of New Zealand’s exports by 2034. This includes doubling the value of tourism to our economy. When tourism grows, it boosts our economy, creating jobs and opportunities across the country. Achieving this goal will require a New Zealand Inc approach with central government, local government, iwi, communities and industry all working together with a shared purpose.

This Tourism Policy Statement sets out a clear long-term direction for the visitor economy and is intended to endure over successive governments. It translates the Tourism Growth Roadmap into a framework for how tourism is governed, coordinated and invested in over the long-term.

As more visitors choose New Zealand, it is essential that our tourism system is set up for sustainable growth so we can continue to deliver consistent and high-quality visitor experiences. The Policy Statement identifies key actions to enable the whole tourism system to work together to deliver value for both visitors and New Zealanders.

This Policy Statement does not predetermine every future choice, nor does it pre-commit funding. It leaves room for Ministers – now and in the future – to work with partners across the tourism system to set priorities, sequence action and respond to changing conditions.

While tourism has always been one of New Zealand’s strengths, its future success will not be accidental. It will depend on clear choices about how we grow, where we invest and how we organise ourselves as a system. The delivery of this Policy Statement will be sequenced through an implementation plan that stages actions, clarifies priorities and timing, and monitors progress.

I invite stakeholders and partners across the tourism system to use this Statement as a shared reference point and to work with Government to translate direction into durable outcomes. Tourism has the potential to become our biggest export earner – we’ve done it before, and I believe we can do it again when we are united with shared purpose and direction.

Hon Louise Upston
Minister for Tourism and Hospitality

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