Government welcomes Tourism 2050 strategy

Tourism and Hospitality Minister Louise Upston has welcomed Tourism Industry Aotearoa’s Tourism 2050 strategy, describing it as a contribution to future tourism discussions. Upston noted the strategy identifies opportunities and challenges the sector must address over coming decades while aligning with broader government priorities. She congratulated TIA on developing the strategy, which complements existing government work aimed at shared outcomes across agencies, industry, and communities.

The Government’s Tourism Policy Statement, released earlier this year, provides a framework for long-term tourism growth that delivers greater value for New Zealand. Upston emphasized the statement’s role in guiding balanced growth, regional prosperity, improved connectivity and competitiveness, and the adoption of data technology and AI. She highlighted the alignment between the TPS and Tourism 2050’s vision for the sector’s future.

Upston stated that the release of Tourism 2050 reinforces strong alignment between industry and government goals. She pointed to shared ambitions for balanced growth, regional benefits, and improved use of technology. The Minister expressed the government’s commitment to continued engagement with TIA and other partners as implementation progresses.

Upston concluded that ongoing collaboration will help ensure New Zealand’s tourism system remains well positioned to deliver benefits for visitors, businesses, workers, communities, and the wider economy over the long term. The government views Tourism 2050 as a key step in maintaining a sustainable and competitive tourism sector aligned with national priorities.