NZ’s Tourism Roadmap is a Step Forward, says TRC – Image: Tourism New Zealand
The recently released Tourism Growth Roadmap for Aotearoa NZ signals a clear intention from the New Zealand Government to revitalize tourism as a major economic contributor, according to international consultants TRC Tourism.
“With ambitious targets—returning to pre-COVID visitor numbers by 2026 and doubling export earnings by 2034—the roadmap sets out a focused approach to stimulate demand through enhanced international marketing, events attraction and sector coordination”, says the Australian Tourism, Recreation and Conservation consultancy with offices in New Zealand.
“It’s encouraging to see this level of commitment and structure. The emphasis on core and emerging international markets, off-peak travel and business events is a timely and strategic move to boost visitor flows and increase value. For regions and experience providers, this offers a clear opportunity to align with targeted campaigns and attract high-value, purpose-driven travelers”.
However, while the demand-side focus is well-resourced and clearly articulated, the Tourism Growth Roadmap does raise a potential flag, according to TRC: without parallel investment in destination development and management, growth risks becoming unbalanced. The tourism sector has long acknowledged that true success is not just about the number of arrivals—it’s also about the quality of the experience, the capacity of the places welcoming visitors, and the wellbeing of the communities who host them.
TRC: Tourism growth is also about the quality of the experience – Image: TNZ
“That’s why it’s essential that the sector—and the Government—continue to prioritize supply-side investments alongside the marketing drive. Infrastructure, workforce development, environmental protection and cultural stewardship are all critical to ensure that the visitor experience is both enriching and sustainable”, underscore the consultants.
According to TRC, the roadmap does nod to these elements in the medium- and long-term phases, with intentions to build local capability, improve connectivity and support regional resilience. These aspects will be crucial, particularly for regions looking to scale up or diversify their offerings.
“In short, the roadmap provides a solid foundation and a welcomed signal of national support for tourism”. says TRC. “But to truly deliver on its potential, it must be paired with an equally strong commitment to sustainable destination management, community wellbeing and regenerative growth”.
“It’s in this balance—between promotion and protection, growth and guardianship—that Aotearoa can build a tourism future grounded in resilience, where both the sector and the communities it supports are better equipped to thrive through change and challenge”. (NAN/TRC 27-07-25)
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