The tourism industry is set to undergo significant changes, with the Tourism Minister, Louise Upston, aiming to double the value of tourism exports by 2034. This ambitious goal involves increasing the number of Kiwis working in tourism and hospitality and restoring international visitor arrivals to pre-pandemic levels. The government has already outlined its plans to achieve this target, but further details for the medium and long term are yet to be revealed.
Upston emphasizes the industry's collective effort this year, focusing on attracting visitors to New Zealand and providing excellent experiences throughout the country. A working group has been instrumental in defining the necessary changes and devising a strategy to reach these goals. The government aims to reach at least 3.89 million international visitor arrivals by 2026, with recent figures showing a strong start with 3.43 million arrivals in the year to September.
The strategy includes substantial investments, such as the International Visitor Levy, a $70 million major events and tourism package, and over $26 million for Tourism New Zealand to attract more visitors. Upston addresses concerns from areas like Queenstown, where visitor numbers have already exceeded 2019 levels, by implementing measures in the Tourism Growth Roadmap. She emphasizes the importance of maximizing the value of industry investments and ensuring consistent and predictable funding.
Another key focus is attracting more New Zealanders into hospitality and tourism, providing clear career pathways and ongoing training opportunities. This is crucial for building a solid workforce, which Upston considers a critical component of tourism growth. The government has announced funding for a new industry-led qualification, Te Haeata, to boost the business events workforce, further supporting the industry's development.
