Aotearoa New Zealand is a bucket list destination for many travellers and has long had a reputation for outdoor adventure landscapes. Whilst A and picturesque the industry has rejuvenated after the impact of COVID, its growth curve has plateaued significantly. Staying on top of travellers' minds and getting travel numbers back to pre-COVID levels is the quest that Tourism New Zealand is confronted with today.
Pre pandemic, tourism was New Zealand's top export, contributing NZ$17.2 billion (20 per cent of all exports) and 5 per cent of New Zealand's GDP at NZ$40.9 billion while directly employing 8.4 per cent of the nation's workforce, totalling 229,566 people.
"Tourism is an important and integral part of New Zealand's economy. However, besides enriching the visitors, tourism must enrich the well-being of New Zealanders, contributing more than it takes, creating jobs, restoring nature, enhancing our heritage, building on our national reputation, and also making us proud. At Tourism New Zealand, we support this by influencing, first and foremost, the quality of international visitors. For the long-term benefit of New Zealand, we target visitors who are more likely to positively contribute to regenerative tourism and New Zealand's culture, nature, society, and economy," opines Rene.
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