Tourism New Zealand’s purpose is to enrich New Zealand by maximising the contribution of visitors, we deliver this by maximising the impact domestic and international visitors have across the four wellbeings of nature, society, culture and the economy.

Tourism needs to contribute more to New Zealand than it takes. Tourism must create jobs, restore nature, enhance our heritage, build our national reputation and make us proud. It must inspire and enable us to celebrate who we are, our unique people and place.

Taking a sustainable approach to how we do this is incredibly important and we are committed to taking action to operate sustainably as crown entity and supporting the sector to ensure tourism is sustainable and regenerative and supports the management of New Zealand’s natural assets.

We also work closely with work with other relevant industry organisations and Government to ensure that our sustainability approach aligns with wider industry aims.

On 2 December 2020, the New Zealand Government announced the Carbon Neutral Government Programme. The Carbon Neutral Government Programme aims to reduce government emissions at an accelerated rate and work towards carbon neutrality by 2025. The first step in a long-term work programme is measuring and reporting on Tourism New Zealand emissions and setting gross emissions reduction targets by December 2022.

Our activity

We undertake key partnerships that support our work to enrich Aotearoa through maximising the impact domestic and international visitors have.

We love the work that New Zealand charity, Trees that Count does to plant thousands of trees across Aotearoa each year. We’ve partnered with Trees That Count to make it easier for domestic and international visitors to show their love for Aotearoa by planting a native tree. Learn more about how the tourism industry can get involved. 

We are also a proud member of the Tiaki – Care for New Zealand governance group. New Zealand is a special place, and everyone who lives and travels here has a responsibility to look after it. The Tiaki Promise is a commitment to care for New Zealand while travelling. 

New Zealand’s tourism industry

Many businesses within New Zealand’s tourism sector are already making positive changes in sustainability. You can learn more about some of these businesses in Onsight, our industry case study series.


Owned by Tourism New Zealand, Qualmark helps businesses become more sustainable from a people, planet and profit perspective.

Qualmark looks to recognise businesses that are delivering a holistically sustainable experience. Businesses are awarded a bronze, silver or gold award depending on their performance against the Sustainable Tourism Business criterion.

Qualmark membership is currently free for all tourism businesses.

The Tourism Sustainability Commitment

The Tourism Industry Aotearoa’s New Zealand Tourism Sustainability Commitment is an important way of setting industry goals to better manage some of those expectations and challenges, and ensuring all types of benefit are realised.

We were pleased to contribute to the Reference Group when the Commitment was developed for industry.