New Zealand’s tourism sector is the cornerstone of our economy and cultural landscape, and it set for a transformative shift. Tourism Industry Aotearoa (TIA) has recently unveiled “Tourism 2050 – A Blueprint for Impact” that paints a bright picture of the industry’s aspirations for the next three decades.
In 2020, tourism’s economic footprint was strong, contributing a huge 9% to our GDP, that translates to an expenditure of $41.4 billion. With projections indicating that this figure will rise to $50 billion annually by 2030, a significant achievement.
However, as the world continues to recover from the COVID-19 pandemic, the tourism landscape is going to evolve further. This blueprint underscores the need for a model shift, requiring a more integrated approach that outpaces its economic metrics. It envisions an industry that celebrates our whenua, cultural diversity, and offers better experiences to visitors.
The strategy is comprehensive, addressing the multifaceted challenges and opportunities that lie ahead. From the looming threats of climate change and automation to the rising demand for experiential tourism, the blueprint is both a reflection and a roadmap. It outlines four core outcomes that the industry aims to positively influence: Te Taiao (the environment), Ohanga (the economy), Hapori (the community), and Manuhiri (the visitor).
To bring this vision to light, the blueprint proposes ten actionable steps. These range from the establishment of a National Policy Statement for tourism and the creation of the Aotearoa Tourism Centre to championing the Predator Free 2050 initiative and embedding the Tiaki Promise.
The Industry Development Group (IDG), has fixed to lead this enormous project, and recognises the need for a more regenerative future where both people and nature flourish. This shift towards a integrated perspective, integrating Te Ao Māori, is key for the industry’s sustainable growth.
A slew of in-depth explorations and reporting has comprised this blueprint, including the “We are Aotearoa” report from 2020 and the “Better Work Action Plan” from 2023. These documents, among others, have provided important insights, guiding the industry’s trajectory towards broader well-being goals that highlight the environmental, social, cultural, and economic facets.
In conclusion, the “Tourism 2050 – A Blueprint for Impact” is not just a strategy; it’s a commitment. A commitment to ensuring that the tourism industry continues to flourish while enriching the experiences of visitors and contributing positively to every aspect of New Zealand.
