New Zealand's 100% Pure New Zealand brand has given our tourism
industry a head start. It has helped define how our country and
exports are perceived internationally and given us a reputation as
a sustainable, environmentally, socially and economically
responsible destination.
Living up to that reputation and planning ahead are vital to the
continued growth of tourism in New Zealand.
The New Zealand Tourism Strategy 2015 sets out a
vision for tourism as a leading contributor to a sustainable New
Zealand economy. Jointly developed by Tourism New Zealand, the
Tourism Industry Association and New Zealand Ministry of Tourism,
it provides a roadmap that will help guide the tourism industry in
its future growth.
The strategy also sets some benchmarks on how tourism can help
improve and protect New Zealand's cultural, natural and social
environments. The future of tourism depends on all of these
aspects, as they are all part of a New Zealand holiday and
essential to delivering the kinds of experiences we promise through
the 100% Pure New Zealand campaign.
The Strategy has two Māori principles at its core: kaitiakitanga
(guardianship) and manaakitanga (hospitality). Together these two
principles provide a foundation for a sustainable approach to
tourism.
Weaving these two principals through what we do in the tourism
industry provides the basis for an authentic and uniquely New
Zealand approach to sustainability. New Zealanders are already
renowned for their friendliness and hospitality. Our challenge is
to continue to provide hospitality to growing numbers of visitors
while protecting and developing our communities, culture and
natural environment.
| Kaitiakitanga - Guardianship, care
and protection of resources for current and future generations.
This means managing natural, cultural and man-made resources in a
sustainable manner. |
| Manaakitanga - Implies the
responsibility of the host and offers an invitation to a visitor to
experience the best of what we have to offer. It implies a warm
welcome and mutual respect on behalf of both visitor and host. |
What does a sustainable tourism industry mean?
- Visitors will want to travel here for the unique experiences
New Zealand offers, they will enjoy New Zealand once they get here,
and they will go home recommending it to others
- Tourism businesses will be financially profitable, able to
reinvest in their businesses, and attract and retain the skilled
workers they need
- The natural environment will be protected and enhanced, and
tourism businesses will be committed to minimising the
environmental impacts of their operations, ensuring our core
tourism product - our environment - will be retained for future
generations
- The tourism industry and local communities will work together
for mutual benefit
These are the goals set out in the New Zealand Tourism Strategy
2015, a document that has been revised several times since original
publication in 2001.
A sustainable tourism industry requires us to achieve a balance
between running financially-viable businesses, satisfying our
customers, protecting our natural and physical environments, and
supporting our communities.
These goals cannot be achieved in isolation. The tourism
industry is so intimately woven into New Zealand's economy and
across New Zealand's communities that it is very important for
agencies, operators and organisations to work together to achieve
the vision of the strategy.
Tourism New Zealand supports a number of these goals through our
involvement in Qualmark, Māori tourism, and through our
partnerships with local and central Government in projects that
promote economic growth and environmentally-sustainable practices
and policies.
Read more about the New Zealand Tourism Strategy
2015.
Visit: www.nztourismstrategy.com
Find out more about our involvement in the Developing Tourism and
Responsible Tourism
sections of this website.
In 2015, tourism is valued as the leading contributor
to a sustainable New Zealand economy."
The vision for tourism set out in the New Zealand
Tourism Strategy 2015.