Tourism New Zealand has released its new strategy for the next four years with greater focus on increasing international tourism in the regions and shoulder seasons and working with partners to improve experiences for visitors and Kiwis.
Tourism New Zealand’s acting chief executive Brighid Kelly said with tourism visitors now at 3.5m a year, spending at $14.5b and the industry the biggest export earner in the country, it is a successful time for the sector.
“The new four-year strategy for Tourism New Zealand recognises that success, so makes only slight changes in our direction,” said Ms Kelly.
The strategy has a mission – To boost New Zealand’s economy by growing the value of international visitors. It is supported by three priorities:
- Target near and long-term value including shoulder season and regional growth.
- Strategically manage our markets and sectors.
- Work with industry to improve experiences for visitors and Kiwis.