Aotearoa New Zealand Government Tourism Strategy

Aotearoa New Zealand Government Tourism Strategy - Hospitality New Zealand

The Government have released their Draft Aotearoa New Zealand Government Tourism Strategy consultation documents.

They say:

The draft Tourism Strategy proposes a more deliberate and active role for government in tourism, to make sure that growth is productive, sustainable and inclusive.

It sets out the government’s aim for tourism, to enrich New Zealand through sustainable tourism growth, and how it will work across government as well as with the tourism sector, iwi, local government, communities and other stakeholders to achieve this

Submissions to the government close:

5pm Monday 4 February 2019

You can provide feedback via the options below – be sure to include your name and contact details with your feedback:

Online: Complete a short questionnaire
Post: MBIE Tourism Policy, PO Box 1473, Wellington 6140

We encourage all members to make a submission and give their views to the government on this.

• Hospitality NZ is also interested in your views on this – we would welcome your feedback to help shape our submission too – please email our Advocacy and Policy Manager, Nadine Mehlhopt by midday Monday 7 January 2019.


Here are some questions that you can think about when you provide feedback:

• What do you think about the government’s proposal to take a more active and deliberate role in the tourism system?
• What are the areas you think should be a particular focus?
• Are there areas where the government’s role should be limited?
• The draft strategy proposes five tourism outcomes for government. Do you support these outcomes and are these the right outcomes to focus on?
• The strategy identifies an ambitious work programme for government. What are the highest priority actions from your perspective?
• What are the areas in this draft strategy that you think could be strengthened?

Overview from the Consultation Documents:

International visitor arrivals have grown by 43 percent in the last five years and spending by domestic visitors is also rising.

This increase in tourism growth is only expected to continue. Annual international arrivals are forecast to reach more than five million by 2024. As New Zealand’s population continues to grow, more New Zealanders will also want to experience the attractions on offer.

Significant advantages flow from managing tourism effectively in New Zealand. Tourism can help grow our economy, bring prosperity to the regions and lift our quality of life.

But there are also challenges that need to be carefully thought through. Visitor growth can create infrastructure pressures and overcrowding, as well as environmental impacts. In addition, the costs and benefits from tourism don’t always fall in the same place, which can lead to under-investment in the infrastructure required to support visitors and our communities.

We want our tourism growth to be productive, sustainable and inclusive.

To make sure of that, the New Zealand government wants to take a more active, deliberate and coordinated approach to tourism. We want to realise the potential gains from more visitors while making sure we’re set up to better manage the impacts. To do this, central and local government want to work together with the tourism industry and New Zealand’s regions and communities.

Our current tourism system isn’t set up to make the most of these opportunities. It features some out-dated policy settings and funding arrangements that were never designed to deal with the scale and pace of change that we have seen in the past five years.

We want to strengthen our stewardship of the tourism system and work more actively with the tourism sector, stakeholders and New Zealanders to shape future growth, manage its impact and better coordinate investments.

The new Tourism Strategy sets out how we propose to do this.

The strategy:

• Outlines the strategic context.
• Identifies government’s goals for tourism, including in the context of the industry’s own Tourism 2025 framework.
• Outlines the priorities that government will focus on.

This strategy is supported by a decision making framework to enable government to make better choices about where, when and how it invests in the tourism system.

The framework will act as a guide for government agencies when making tourism related investment decisions, helping them to prioritise and make sure their investments are well aligned with the government’s broader tourism goals. It provides a set of criteria and a more robust and transparent way to assess investment choices.

The strategy will also be supported by an implementation plan that will set out:

• Measures of progress (over the short-term, medium-term and long-term).
• A prioritised work programme for government, including specific action and key milestones.
• How the implementation of the strategy will be resourced.

The aim

The government’s overarching aim is to enrich New Zealand through sustainable tourism growth.

The focus on sustainability recognises the importance of the future tourism system being environmentally and socially sustainable, as well as economically sustainable. It also recognises the potential impacts of climate change on the sector and supports the government’s focus for a just transition to a ‘clean, green, and carbon neutral New Zealand.’

These five outcomes show how tourism can help deliver productive, sustainable, inclusive growth.

• New Zealand benefits from more productive tourism growth.
• Exceptional visitor experiences ensure the sector’s future success.
• Tourism protects, enhances and promotes New Zealand’s natural, cultural and historic heritage.
• Regions and communities benefit.
• New Zealanders’ lives are improved by tourism.

New Zealand benefits from more productive tourism growth

This focuses on the type of economic growth that we want tourism to deliver, with a focus on lifting the productivity of the sector.

Exceptional visitor experiences ensure the sector’s future success

The second outcome focuses on how we can make sure the tourism sector is economically sustainable by developing and promoting high-quality, authentic visitor experiences.

Tourism protects & enhances New Zealand’s natural, cultural and historic heritage & promotes New Zealand culture.

This goal signals the importance of both maintaining and restoring the quality of the unique natural, cultural and historic heritage that visitors come here to experience.

New Zealanders’ lives are improved by tourism

The fourth outcome focuses on ensuring New Zealanders continue to support tourism by enhancing experiences of their own country, as well as shared respect and hospitality.

Regions and communities benefit

This outcome focuses on ensuring the benefits of tourism are distributed across regions and communities, contributing to inclusive growth. This includes ensuring whānau, iwi and hapū benefit from tourism.


The how

Priority work areas

The strategy envisages a number of significant new areas of cross-agency work to help deliver on our aims which will build on work that is already underway in many areas.

These priority work areas signal the action needed to achieve the government’s tourism outcomes. These are detailed at the end of the Summary. Some of the key priority actions include:

• Ensuring that funding models cater to tourism growth, and enable those who benefit from infrastructure to contribute to its costs.
• Taking a stronger leadership role in the sector.
• Improving destination plans at a regional level.
• Continuing Tourism New Zealand’s strategy of targeting for value over volume and encouraging off-peak growth.
• Focusing on tourism sector productivity including addressing seasonality and skills.
• Looking at the likely impacts on the tourism sector of climate change and moving to a low emissions economy.
• Implementing the recommendations of the Responsible Camping Working Group.
• Supporting iwi to develop authentic visitor experiences and to raise awareness of these.


Aotearoa New Zealand Government Tourism Strategy Summary - Hospitality New Zealand