Great Barrier Island, New Zealand
Image: Andris Apse | ©

Archived content: This media release was accurate on the date of publication. 


Tourism Minister Kelvin Davis and Conservation Minister Eugenie Sage today released a new Tourism Strategy that aims to enrich New Zealand-Aotearoa through sustainable tourism growth.

Date:  16 May 2019 Source:  Ministry of Business, Innovation and Employment

“Tourism is a vital part of New Zealand-Aotearoa’s economy and our ongoing prosperity, and connection to the world. We want to make sure this remains the case by taking a more deliberate and active approach to managing tourism,” said MBIE Tourism System and Insights Manager - Richard Davies.

“The Tourism Strategy sets out what we’re hoping to achieve, and how we’re going to get there. We know we can’t do this alone, and we look forward to continued support and leadership from the tourism sector. I am delighted by the close alignment between this strategy and the industry framework.”

Our stunning landscapes and natural environment is one of the big drawcards for visitors. Protecting, restoring and championing our natural environment is an important focus for the Tourism Strategy.

“New Zealand’s natural and cultural heritage is at the core of our success as a nation. Along with the rest of the world, we face some urgent biodiversity challenges that we must all do our bit to overcome,” says DOC Heritage & Visitors Director - Steve Taylor.

“The Tourism Strategy sets out how tourism can help to protect and restore our environment, as well as our cultural and historical heritage. Tourism can encourage visitors, both domestic and international, to better connect to and value our land, nature, people and heritage, and can be a champion for other industries on how to do it well.”

The Tourism Strategy is a cross-government approach led by the Ministry of Business, Innovation and Employment, and the Department of Conservation. Given the nature of tourism, other government agencies have an important part to play in achieving our tourism outcomes. The strategy helps to coordinate cross-government activities, so we’re all working to achieve productive, sustainable and inclusive tourism growth.

The full Tourism Strategy, including the action plan, can be found on the MBIE website at

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