This Content Is Only For Subscribers
Tourism Industry Aotearoa has announced plans to refresh its Tourism 2050 Blueprint in response to changes across the global tourism sector over recent years.
Originally released in November 2023, Tourism 2050 – a Blueprint for Impact set out a long-term vision for New Zealand tourism, including 10 priority actions designed to guide the industry through to 2030 and beyond.
The announcement was made during the second day TRENZ of in Tāmaki Makaurau Auckland.
This year’s TRENZ programme attracted about 1200 delegates to the New Zealand International Convention Centre, including 379 travel buyers from 27 countries and 315 tourism operators.
TIA chief executive Rebecca Ingram says progress had already been made on several actions identified in the strategy.
“In 2023, Tourism 2050 was the right document for the world we were in, and it has been the cornerstone of New Zealand’s tourism industry strategy since then,” Rebecca says.
“Thanks to this blueprint, we’ve launched Akiaki as a new business capability programme for our members, while Tiaki continues to go from strength to strength.”
Rebecca says the strategy had also helped support discussions with Government around sustainable tourism funding and wider tourism policy development.
“This document has been the basis for open dialogue we’ve had with the Government around sustainable tourism funding, with a Tourism Policy Statement now in development.
“And most recently, changes were announced by Government that will significantly modernise how tourism and conservation can operate together for mutual benefit.”
Refresh not a complete rewrite
Rebecca says the updated strategy would build on the existing Tourism 2050 framework rather than starting again from scratch.
“Tourism 2050’s vision, framework, and ten-action architecture remain sound,” she says.
“The focus will be on updating the strategic context, strengthening the measurement framework, and sharpening specific actions where needed.”
TIA expects the refresh process to be completed by August following consultation with members.
“We want the updated Tourism 2050 to continue serving the industry, as a guiding document for the future of tourism in Aotearoa New Zealand,” Rebecca says.
