New Zealand’s tourism industry is poised for significant transformation as Tourism Minister Louise Upston outlines bold strategies aimed at doubling the value of tourism exports by 2034. With a clear vision for growth, the Minister aims to enhance the country’s tourism sector by increasing the number of Kiwis working in tourism and hospitality and restoring international visitor arrivals to at least the levels seen in 2019. This ambitious approach has sparked a wave of enthusiasm across the industry as both the government and tourism operators work together to achieve these goals.
Doubling Tourism Exports by 2034
One of the primary goals set by the Minister is to double the value of New Zealand’s tourism exports by 2034. This target aligns with the government’s broader vision to strengthen the country’s global position as a sought-after travel destination. Louise Upston has been vocal about the need for both international visitors and domestic travelers to engage more deeply with New Zealand’s tourism offerings. By focusing on enhancing the travel experience and promoting sustainable growth, the Minister hopes to boost the economic value of tourism to the nation.
Restoring Visitor Arrivals to 2019 Levels
A major focus of the Minister’s plan is restoring international visitor arrivals to pre-pandemic levels, aiming for at least 3.89 million visitors by 2026. Recent figures showed that 3.43 million international visitors arrived in New Zealand during the year leading up to September 2025, demonstrating significant progress since the downturn caused by the global pandemic. Upston expressed confidence that the continued momentum in the industry, driven by significant investments, would ensure that the goal of reaching 2019 levels by 2026 would be achieved.
This growth in international visitors is considered essential for the recovery of New Zealand’s tourism sector. The government’s strategic investments, such as the $70 million major events and tourism package and the $26 million funding for Tourism New Zealand, are designed to attract more international tourists to the country. These investments are funded in part by the International Visitor Levy, which helps support tourism initiatives aimed at boosting the country’s global appeal.
The Tourism Growth Roadmap
In June, Minister Upston unveiled the Tourism Growth Roadmap, outlining the steps that would be taken to achieve these ambitious targets. While some details of the medium and long-term plans are yet to be revealed, it is clear that the government’s commitment to fostering tourism growth is unwavering. The working group tasked with creating a blueprint for this transformation has already explored various options and proposals for the future of the industry. Minister Upston has planned to review these recommendations in January, with the possibility of presenting some of the changes to Cabinet by the end of Quarter One or early Quarter Two of 2026.
Addressing Local Concerns and Tourism Impacts
As tourism numbers rise in popular areas like Queenstown, some concerns about the impact of increased visitor arrivals on local communities have emerged. Minister Upston acknowledged these concerns and emphasized that the government’s plans to address them were already in motion through various initiatives outlined in the Tourism Growth Roadmap. In particular, she highlighted the need for a balanced approach, ensuring that popular destinations like Queenstown could handle the growing number of visitors without compromising the quality of life for residents.
In Queenstown, for example, visitor numbers have already surpassed pre-pandemic levels, which has led to a series of debates about sustainable tourism practices. Upston reassured that the government was actively addressing these issues, with the aim of improving infrastructure, managing visitor flows more effectively, and ensuring that local communities continue to benefit from tourism without experiencing the negative side effects of over-tourism.
Strengthening the Tourism Workforce
A key element of Upston’s plan is the emphasis on attracting more New Zealanders into the tourism and hospitality workforce. Recognizing that a skilled and stable workforce is essential for the growth and success of the tourism sector, the Minister has called for initiatives that would offer more career pathways and training opportunities. This focus on workforce development aims to create a robust labor market, allowing New Zealanders to see a clear path to meaningful careers within the industry.
In November, the government announced funding for a new industry-led qualification, Te Haeata, aimed at boosting the business events workforce. This qualification will be instrumental in upskilling workers in the tourism and hospitality sectors, equipping them with the knowledge and expertise required to handle the demands of a growing industry.
By creating career opportunities and ensuring that the tourism workforce is adequately trained and prepared for the future, Minister Upston aims to provide long-term stability to the sector. This will not only improve service standards but also ensure that New Zealand continues to be a desirable destination for travelers from all over the world.
A Collaborative Approach to Tourism Growth
Minister Upston has underscored the importance of collaboration between government agencies, industry players, and local communities to achieve the goals outlined in the Tourism Growth Roadmap. The government’s investments in infrastructure, marketing, and workforce development are complemented by the efforts of tourism operators and local businesses to provide a top-tier experience for visitors.
The ongoing dialogue between the government and tourism stakeholders will help ensure that New Zealand remains competitive in a rapidly evolving global tourism market. By addressing the challenges of increased visitor numbers while enhancing the tourism offering, New Zealand is poised to capitalize on its unique assets, creating a thriving, sustainable tourism industry for years to come.
Conclusion: A Promising Future for New Zealand’s Tourism Industry
With the government’s strategic investment in tourism infrastructure, workforce development, and marketing, New Zealand is set to recover fully from the pandemic’s effects and achieve significant growth in the coming years. The Tourism Growth Roadmap outlines a clear path to doubling tourism exports and restoring visitor arrivals to 2019 levels, positioning New Zealand as a leader in global tourism. As the country continues to attract visitors, the government’s proactive approach to managing tourism growth, addressing local concerns, and supporting the workforce will ensure a bright and sustainable future for the industry.
The post New Zealand Tourism Set for Major Transformation: Minister’s Bold Plan to Double Exports, Boost Visitor Numbers, and Revitalize Workforce by 2034 appeared first on Travel And Tour World.
