Tourism New Zealand's 2021-22 strategy and four-year plan

We have an important role to play in 2021-22 – in the recovery of the tourism sector and the recovery of New Zealand.

Tourism New Zealand’s plans are a result of us understanding as much as we can about our short, and long-term operating context and how we work within that to Enrich Aotearoa. 

We’ve identified six key areas to focus on, we believe these are the critical jobs to be done:

  • Boldly grow brand desire to make New Zealand irresistible to visitors that will enrich Aotearoa.
  • Drive domestic demand and lay the foundation for long-term value. 
  • Accelerate the recovery by scaling up high-value conversion across markets and priority audiences as borders re-open.
  • Embed te ao Māori into Tourism New Zealand's strategy, work, and ways of working.
  • Support industry to deliver quality visitor experiences that enrich New Zealand for both domestic and international visitors.
  • Actively inform and contribute to all-of-Government programmes for tourism recovery and transition.

You can learn more about these by watching René de Monchy, Tourism New Zealand's Chief Executive at the Engagement Hui in June 2021.