He Pae Tukutuku – our 2050 Vision
Enriching Aotearoa New Zealand through a flourishing tourism ecosystem
Tourism 2050 was first created by the Aotearoa New Zealand tourism industry in 2023, as a way to clearly set out our ambitions for the future of tourism. It gave the industry a shared strategy, a clear vision and a practical framework for advancing tourism in a way that delivers for our environment, our economy, the people of New Zealand and our visitors.
Three years on, the purpose of the original Tourism 2050 remains as important as ever. New Zealand is again experiencing growth in tourism activity, with international arrivals, expenditure and visitor satisfaction remaining strong. Tourism continues to make a major contribution to national prosperity, regional economies, employment, government revenue and the experiences that help define New Zealand to the world.
At the same time, progress has been made on many of the actions and the operating context for tourism has changed. The industry is facing stronger global competition, more frequent disruption, climate change impacts, changes in visitor expectations, local government reform, rapid development in artificial intelligence, and continuing questions about how tourism is organised, funded and managed.
Our refreshed strategy, launched in August 2026, responds to that changed environment. It retains the essential architecture of Tourism 2050; the vision, the values, the application of te ao Māori principles, the balanced growth model and the ten-action structure. It updates these actions to reflect new evidence, progress made since 2023 and the new policy developments now shaping the tourism system. It also strengthens the focus on implementation, including who needs to act and how progress will be measured – with the central proposition remaining balanced growth.
Tourism Industry Aotearoa will use this refreshed strategy to lead advocacy, support industry action and maintain accountability for progress. It is a statement of what the industry wants, what needs to change, and how we will work with government, local government, iwi, regions, operators and partners to advance it.
We are proud of the contribution tourism makes to New Zealand. We also have a clear view about the work required to ensure tourism grows positively and in a balanced way. This refresh is offered as the next step in that work, with confidence in the future of tourism and in the collective ability of the industry to help shape it.
Our Vision
Enriching Aotearoa New Zealand through a flourishing tourism ecosystem
This Vision sets the aspiration for the tourism industry to be a prosperous and successful industry over the long term that contributes broadly to the betterment of Aotearoa New Zealand and its people.
It is in step with the Government aspiration for tourism as expressed in the New Zealand Aotearoa Government Tourism Strategy.
He Pae Tukutuku symbolises the evolving relationship between tourism, visitors (manuhiri), and the people and whenua of Aotearoa New Zealand. It embodies the essence of a positive and reciprocal future where tourism seeks to honour and enhance the intricately woven elements that make Aotearoa New Zealand unique.
