Tourism 2025 & Beyond

In November 2018, TIA released Tourism 2025 & Beyond, a revised framework to guide the sustainable development of New Zealand's tourism industry .

Download the Tourism 2025 & Beyond framework

As an industry-led initiative with strong government backing, Tourism 2025 was incredibly successful in aligning our industry when it was released in 2014. But a lot has changed since then. In 2016, we recognised the rapidly evolving nature of our industry when we released Tourism 2025 – Two Years On. Moving forward another two years and there are yet more changes to acknowledge and respond to.

Tourism is New Zealand's largest export earner, a significant employer and is continuing to drive economic growth, presenting both challenges and opportunities for New Zealand communities. Our industry has a growing focus on sustainability in its broadest sense, including economic, environmental, host community and visitor sustainability. This was recognised with the release a year ago of the New Zealand Tourism Sustainability Commitment, which more than 600 tourism businesses have now signed up to.

The industry is also increasingly recognising and adopting the Māori values of kaitiakitanga (guardianship), manaakitanga (hospitality) and whanaungatanga (working together).

These three values and the principles of the Tourism Sustainability Commitment have all been incorporated into Tourism 2025 & Beyond, which sets out the industry’s vision for ‘Growing a sustainable tourism industry that benefits New Zealanders’. 


We are seeking industry feedback on the draft Tourism 2025 & Beyond framework, with a view to releasing the final version in the first quarter of 2019, along with a set of actions to achieve our goals. Email TIA Industry Strategy Manager Bruce Bassett with your feedback email

Tourism 2025 & Beyond was released at the 2018 Tourism Summit Aotearoa in Wellington on 8 November 2018.

Read TIA's media release

Read TIA Chief Executive Chris Robert's PowerPoint presentation 



Tourism 2025 & Beyond:

A sustainable growth framework


Growing a sustainable tourism industry that benefits New Zealanders.


 Connections  New Zealand tourism is deeply connected to the world; aligned and connected as an industry. 
 Knowledge  Tourism has the knowledge it needs to inform decisions, enable innovation and manage progress.


 Visitor  New Zealand delivers world leading experiences for international and domestic visitors. 
 Community  New Zealanders understand, support and benefit from tourism operating in their communities.
 Environment  Tourism strongly contributes to protecting, restoring and enhancing New Zealand's environment and biodiversity.
Economy Tourism delivers opportunity and prosperity across the New Zealand economy.

(at the heart of the 

Leading the world in sustainable tourism


Kaitiakitanga Guardianship and protection of our natural, built and cultural resources for the benefit of current and future generations.
Manaakitanga Showing respect, hospitality, generosity and care for others. 
Whanaungatanga   A sense of family and belonging: relationships built on shared experiences and working together.