Introduction to the Tourism 2025 strategic themes

The Tourism 2025 growth framework strategic themes were identified both for their critical importance to an industry aspiring to ignite growth in value, but also for their proven durability.

Tourism 2025 was launched in March 2014 following an extensive industry-led process that worked to identify and understand the factors determining tourism success.

This resulted in the established of the $41 billion growth aspiration and the actions needed to achieve it.

Central to Tourism 2025 are the five themes that make up the growth framework:

The framework themes were identified bot for their critical importance to an industry aspirating to ignite growth in value, but also for their proven durability. The following pages detail the substance and thinking behind each theme.

When Tourism 2025: Two Years On was launched in May 2016, it reaffirmed the themes, updating the descriptions of each to reflect the current New Zealand operating environment.