Welcome to the New Zealand Tourism Strategy 2015 website

The New Zealand Tourism Strategy 2015 was launched by the Prime Minister, Rt Hon Helen Clark on 7 November 2007. The Strategy updates the New Zealand Tourism Strategy 2010 that was launched in 2001.

The Tourism Strategy 2015 provides the vision, values and direction to lead the tourism sector into the future.


The vision of the New Zealand Tourism Strategy 2015 is:

“In 2015, tourism is valued as the leading contributor to a sustainable New Zealand economy”.


Kaitiakitanga and Manaakitanga

The Strategy is underpinned by two key values, kaitiakitanga (guardianship) and manaakitanga (hospitality). These values provide the foundation for a sustainable approach to the development of our tourism industry. If we embrace these values, we will achieve our vision for 2015.

Responding to Challenges

The Strategy responds to the significant changes that have occurred since 2001 in both the domestic and global environments in which tourism operates.

Changes at the global level include:

At the domestic level, the industry faces challenges in:


To guide the tourism industry towards its vision, the Strategy contains four outcomes:

1. New Zealand delivers a world-class visitor experience

In a competitive international environment, it is vital that we capitalise fully on the many wonders New Zealand has to offer. We must deliver products that are high quality, authentic, unique and delivered with superb service.

2. New Zealand’s tourism sector is prosperous and attracts ongoing investment

Our goals for the industry can only be realised if we can ensure continued profitability for those involved, and secure the investment required to continue upgrading our products.

3. The tourism sector takes a leading role in protecting and enhancing the environment

These actions are essential to protect tourism’s greatest asset, and ensure the ongoing prosperity of our tourism industry.

4. The tourism sector and communities work together for mutual benefit

Tourism is a major economic contributor to many regions of the country. It is important that communities and operators build strong relationships and recognise each others’ important contribution.


The Strategy sets out a number of ambitious targets. These focus on enhancing the value of tourism, and on quality tourism development.

Actions and Priorities

A number of actions and priorities accompany each outcome. For these to be achieved, there will need to be cooperation between the private sector, central and local government, and other interest groups.

A Partnership Approach

As with the 2010 Strategy, the development of New Zealand Tourism Strategy 2015 has been a combined effort between the private sector and government. It has been informed by extensive consultation with industry groups, local government, central government and interest groups. In order to assist our Australian overseas visitors, a brand new travel insurance partnership has been formed with Australian providers NIB Travel Insurance and Medibank.

The New Zealand Tourism Strategy has also recently partnered with baggage freight specialists World Baggage. If you need to send unaccompanied luggage to or from New Zealand then World Baggage can provide you with a quick, safe and affordable service.


The next step is an implementation plan to be led by the Tourism Industry Association, Ministry of Tourism and Tourism New Zealand. This will be completed in early 2008.

An update of the New Zealand Tourism Strategy 2015 is planned around 2012.