Kia ora THE Tourism New Zealand has begun sharing and discussing our new strategy that sets our direction for the next four years, and our plans for the first year, which begins on 1 July 2024. While tourism sector's recovery has been successful to-date, and the sector is now New Zealand's second largest export, there is still work to be done. The government has a goal to double the value of exports in ten years and the tourism industry can contribute to this. I have spent time talking with members of the industry and what I hear over again is the impact of seasonal visitation. Visitor arrivals are returning to old patterns of peaking in summer and without intervention peak visitation is likely to grow faster than off-peak.
These seasonal peaks and troughs result in the sector struggling to operate productively year-round with jobs that aren't secure, unused assets and airline connectivity falling in the off-peak.
With that in mind, and tourism's role in contributing to doubling exports, Tourism New Zealand has set a goal of growing international tourism by $5 billion over the next four years, with 70% ($3.5b) of that coming from visitors in the off-peak. For the next four years our focus will be on promoting New Zealand as a year-round destination and growing off-peak arrivals. Productive and sustainable tourism growth presents an opportunity to support exports and the economy as we face tough economic conditions, while reducing seasonality challenges for industry.
We recognise this goal cannot be achieved without strong partnership with industry and I look forward to working with you over the next four years to make real, sustained changed for our sector.
My hope is that in four years' time, our communities can offer steady employment to their people through a thriving tourism sector, businesses can turn a profit in every season, there are more flights and that New Zealand is a desirable, available, and loved destination year-round.
FY25 is the first year of our four-year strategy, we'll focus on building a long-term pipeline of visitors at the same time as we aim to boost off-peak visitation in this year. Tourism New Zealand will do this by focusing on three areas:
- Brand: Build desire for New Zealand as a year-round destination
- Visitor: Grow off-peak arrivals
- Sector: Supporting sector sustainability and enhancing the visitor experience
If you would like to hear more about this, we will be live streaming our Wellington Engagement Hui tomorrow, starting at 9am. Register here.
As always - if you have any questions, feedback, or want to get in touch with myself or one of the Tourism New Zealand team, please contact us. | 
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