New Zealand’s Tourism Board has recently launched a pretty ambitious plan, in which they will attempt to generate 70% more tourism revenue by 2025. Under the plan, Tourism 2025, the Tourism Industry Association (TIA) wants to contribute $NZ41 billion ($A38.94 billion) annually by 2025, which currently contributes $NZ24 billion ($A22.79 billion) a year to the economy.

“To reach the goal, international tourism will have to grow at six percent year on year, and domestic tourism at a rate of four percent year on year. The focus is value, rather than visitor numbers. We will grow volume, but we will grow value faster,” said Martin Snedden, the association’s Chief Executive.

The  association has already built a framework to work on which includes increasing flights, pursing tourism ventures that deliver the greatest economic benefits, and encouraging visitors to stay longer by improving their experience, to name a few.

“It was working towards the goal by targeting  emerging markets like India and Indonesia, and entering into a  $NZ20 million a year marketing agreement with Air New Zealand,” said Kevin Bowler, Chief Executive, Tourism New Zealand.

Air New Zealand is working hand in hand with the tourism body to fulfill the desired goal by 2025, that is not only towards improving its existing routes but also towards forming new alliances. It has introduced bilingual flight attendant to on Shanghai-Auckland flights as China is the fastest growing source market for New Zealand and stands at the second position just behind Australia. Over 200,000 Chinese visitors came to New Zealand last year.

“The themes of Tourism 2025 align well with Air New Zealand. Our proposed alliance with Singapore Airlines is a great example of how we can build sustainable air connectivity to and from New Zealand and our priority markets of South East Asia,” said Air New Zealand Chief Executive Officer Christopher Luxon. Apart from this, Tourism New Zealand has recently launched its new trade website,, which is now aligned with and will act as a primary source of information to help tour sellers learn more about New Zealand and how to sell it. The website will provide training tools and resources. “The new trade website provides a strong platform to further promote the 100% Pure New Zealand Specialist programme.The 100% Pure New Zealand Specialist programme is a free online training tool that assists thousands of travel sellers to increase their knowledge, capability, and sales of New Zealand as a destination,” said Tourism New Zealand’s General Manager, Tony Saunders.