Tourism has a plan and the next government should back it

When I joined Tourism Industry Aotearoa in 2022, our borders were closed. Many assumed that once the borders opened, visitors would come flooding back on their own.

They did not. The last five years have taught us a hard lesson. New Zealand is a long way from almost everywhere. We compete with every other destination for attention. Demand does not appear by default; we have to work for it.

Tourism was our largest export earner in 2019. It is now our second largest. In previous elections tourism has been missing from the discussion. Missing from any sense that our contribution to the economy needs attention and action, not assumption that it simply takes care of itself.

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The industry has not been quiet. For years, TIA has represented a shared direction – Tourism 2050 – A Blueprint for Impact is the most recent articulation. Tourism 2050 calls for clear policy settings. An honest discussion about how tourism is funded and managed. Changes to conservation settings. A focus on workforce.

Over the last 18 months, a good deal of it has come to pass. Conservation law reform is under way, giving tourism operators and the conservation estate a clearer path to work together. Tourism has been confirmed as an industry-led subject for students in Years 12 and 13 from 2029, so young New Zealanders can see it as a career worth pursuing. Tourism has been recognised as an economic driver, and action has followed.

This election feels different. Our major newspapers are running opinion pieces about tourism. About the kind of tourism we want and how it should be funded. About the role councils play, and how that funding should be shared so they can invest in tourism infrastructure and in their own communities. About major events and what they bring. There has been more public discussion of tourism in this campaign than in the previous three.

But talk is the start, not the finish. The question is what happens after 7 November.

My hope is simple. Whichever parties form the next government, I want them to lean into the industry’s strategy. Tourism 2050 is not a wish list. It is a plan built by the industry, tested with tourism businesses, and refined over time.

It starts with the economy. Tourism earns export dollars and creates jobs in every part of New Zealand. Every $1 million in tourism spend in a region supports between four and eight local jobs. It keeps towns viable, regions connected. It gives young people a first job and a career path.

Tourism 2050 recognises that tourism and the environment are bound together. Our conservation estate is a large part of why people live and visit here. Protecting it is not a cost to tourism – it is the foundation of it. That same thinking applies to climate. Carbon reduction, climate resilience and adaptation are all part of our work. A washed-out road or a closed track is a closed business.

We also recognise that we have a duty to visitors. The experience we offer must be protected for those who come next year and in 30 years.

Our strategy recognises that our communities are our tourism. Visitors do not come to see an industry. They come to see places, taste great food and wine, have adventures, experience our culture and meet people. When tourism works well, communities benefit. When it weakens, communities feel it. Getting that balance right is essential.

TIA represents over 1,200 tourism businesses – they back us to be their voice. They are in every community you can think of; tourism is not concentrated in one city or one region. It runs from the top of the country to the bottom. A guiding company in Northland. A holiday park in Greymouth. A hot springs in Rotorua. A hotel in Kaikōura. These businesses make a difference every day.

So, to every party asking for your vote, and to the government that forms after the count: thank you for the attention tourism has had this year. We need to build on that for the next generation. The strategy is there. The tourism industry that puts New Zealand on the map is ready to work with you.

KEY FACTS

• Tourism Industry Aotearoa (TIA) is Aotearoa New Zealand’s peak tourism industry body. We are the only independent association that represents all sectors of the country’s large and diverse tourism industry.
• TIA has about 1,200 member businesses from across the industry, ranging from small owner/operators to large publicly listed tourism corporates and international hotel chains. 
• TIA leads implementation of the industry’s Tourism Sustainability Commitment, which aims to see every tourism business in Aotearoa New Zealand contributing positively to our people and cultures, our environment and our economy.
• TIA delivers a comprehensive range of industry events including TRENZ, New Zealand Tourism Awards, Discussing Tourism regional events and Tourism Summit Aotearoa.
• Visit www.tia.org.nz for more information.