Tourism currently contributes $NZ24 billion ($A22.79 billion) a year to the economy, but the Tourism Industry Association (TIA) said on Monday it wanted to be contributing $NZ41 billion ($A38.94 billion) annually by 2025.
To reach the goal, international tourism will have to grow at six per cent year on year, and domestic tourism at a rate of four per cent year on year, the association’s chief executive Martin Snedden said.
“The focus is value, rather than visitor numbers. We will grow volume, but we will grow value faster,” he said.
The association’s plan to reach the goal, called Tourism 2025, includes increasing flights, pursing tourism ventures that deliver the greatest economic benefits, and encouraging visitors to stay longer by improving their experience.
Tourism New Zealand – which promotes New Zealand overseas – said the plan would help the whole industry move towards the “ambitious goal”.
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, chief executive Kevin Bowler said.
Air New Zealand – which flew in around one third of international visitors last year – said it was also working hard to achieve tourism growth.
“We recognise Air New Zealand’s success, that of the tourism industry and ultimately New Zealand’s success are inextricably linked,” the airline’s chief executive Christopher Luxon said.
It was adapting its services to the changing passenger mix by taking measures such as employing bilingual flight attendants on Shanghai-Auckland flights.
Over 200,000 Chinese visitors came to New Zealand last year, making the Chinese market second only to Australia.
The Chinese market is also one of the fastest growing, with visitors from China increasing by 16 per cent last year.
Holiday Accommodation Parks Association encouraged its 300 member parks to support the TIA’s growth plan and said it was already taking steps to encourage Chinese visitors to use its parks.
Chief executive Fergus Brown said the association had developed a Chinese-language website and a video to encourage Chinese visitors.
Regional Tourism Organisations New Zealand said it supported the plan, and emphasised the importance of domestic tourism which it said made up 59 per cent of tourism earnings.