COVID-19 - Tourism New Zealand Response Plans

Domestic activity kicks off to support tourism restart

Tourism New Zealand’s activity to support the recovery of the tourism industry begins 13 May as the country moves to alert Level 2 and safe travel starts.

Tourism New Zealand was recently given responsibility by Government to undertake domestic activity. This activity will include research, insights, campaigns, engagement and marketing activity to ensure the tourism industry are well positioned for recovery.

Before COVID-19, 60 percent ($23.7 billion) of New Zealand’s tourism expenditure came from New Zealanders getting out and experiencing their own country.

As the country transitions into alert level two, Tourism New Zealand will begin work to showcase New Zealand on social media promoting safe travel to Kiwis. 

A package of domestic activity is underway and will roll out soon, including:

  • Social media activity encouraging safe travel
  • Working with the regional tourism organisations and operators to help them promote their regions and products to New Zealanders
  • A nationwide campaign to encourage Kiwis to get out and experience their own backyard
  • Development of insights and data packs for industry to learn more about the domestic audience so they can tailor their offering to them
  • Content partnerships with key media outlets.
Planning for the future of tourism

On April 8, Minister of Tourism, Hon Kelvin Davis announced that the government industry and businesses were working together to develop a plan for how tourism will operate in a post-COVID-19 word.
Tourism New Zealand has been tasked with leading this piece of work alongside MBIE, Department of Conservation, and industry stakeholders, to reimagine the way we govern Tourism, how we market domestically and internationally, who we market to, and how we manage visitors when they arrive on our shores.

Industry Webinar

On April 15, Tourism New Zealand held a webinar, attended by 2400+ people from the tourism industry, on their work to restart and reimagine the tourism sector following the impacts of COVID-19.
The webinar was hosted by the Minister of Tourism, Hon Kelvin Davis, Tourism New Zealand Chief Executive Stephen England-Hall and Air New Zealand Chief Revenue Officer, Cam Wallace.

A recording of this webinar, along with a summary of the questions asked can be found here.

Tourism Restart

“We have an opportunity to listen to communities and design the future of tourism in New Zealand so that it benefits our people and our home.” Stephen England- Hall, Chief Executive, Tourism New Zealand.

Tourism New Zealand is leading a piece of work alongside MBIE and the Department of Conservation, and with industry stakeholders, to:

  1. Respond – What are the urgent challenges and how can we support the industry be ready for tourism?
  2. Kickstart – How do we encourage domestic tourism when the time is right. How do we encourage International tourism when the time is right.
  3. Reimagine – How do we create a tourism sector that genuinely gives back more than it takes to New Zealand? How do we work together to manage visitor growth and flow so that all our communities and people benefit?

These are big pieces of work requiring big conversations - TNZ is talking to a range of people over the coming weeks and months. They expect to be running targeted consultation about this work but in the meantime, TNZ know that there are a lot of people who have thoughts on these topics and have set up an email so you can send us any feedback, thoughts, questions, experiences or ideas you might have.

You can submit your feedback to