New Zealand Travel Stories

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Oct 22, 2023 • 7 min read

Affordable travel in New Zealand is possible – if you plan carefully.

tourism articles nz

Oct 22, 2023 • 5 min read

Whether you want to explore the cities, escape into nature or have the road trip of your dreams, here are some of the best ways to navigate New Zealand.

tourism articles nz

Oct 22, 2023 • 6 min read

New Zealand is famous for its stunning scenery and immersing yourself in nature is the best way to experience its remarkable landscapes up close.

tourism articles nz

Oct 19, 2023 • 8 min read

With many of New Zealand's major attractions also outdoor activities, it's a great destination for kids.

tourism articles nz

Oct 13, 2023 • 6 min read

The best way to experience New Zealand is by car or campervan at your own pace, stopping for stunning walks, cycling, wild swimming or wildlife spotting.

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Oct 12, 2023 • 8 min read

To visitors, New Zealand can feel comfortingly familiar and completely strange all at once. Here are some key things to know before you go.

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Oct 9, 2023 • 7 min read

With epic outdoor experiences and unbelievable landscapes, get your fill of nature with these top places to visit in New Zealand.

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Oct 5, 2023 • 2 min read

New Zealand is an incredible country that appears on many travelers' bucket lists. Start planning your trip now with our guide to visa requirements for NZ.

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Oct 4, 2023 • 5 min read

New Zealand's diverse coastline offers everything from lazy days to epic adventures. Here are 10 beaches not to be missed.

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Oct 4, 2023 • 8 min read

Experience the very best of New Zealand with this guide to the country's top activities.

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Oct 3, 2023 • 5 min read

Pick the perfect time for your visit to New Zealand with this seasonal guide.

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Sep 18, 2023 • 4 min read

The southern part of New Zealand’s South Island is becoming a hot spot for cycling vacations. Here’s how to plan yours.

tourism articles nz

Aug 17, 2023 • 9 min read

Deesha Dyer of beGirl.world shares how an early infatuation with New Zealand resulted in the honeymoon of a lifetime.

tourism articles nz

May 16, 2023 • 6 min read

You'll see greenstone (pounamu in Māori) around the necks of many people in New Zealand. Here's what they are and why they're culturally important.

tourism articles nz

May 9, 2023 • 6 min read

Which of these two wonderful countries should you pick? We asked two writers to make the case for each.

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Aug 5, 2022 • 12 min read

A continent brimming with natural wonder: hike the most scenic destinations of Australia and New Zealand with this guide.

tourism articles nz

Apr 6, 2022 • 6 min read

A round-up of where to see New Zealand's Tolkien-inspired filming locations in both the North and South Island.

tourism articles nz

Mar 18, 2022 • 6 min read

Build your New Zealand itinerary around its incredible luxury lodges and resorts, and enjoy the best the country has to offer.

tourism articles nz

Apr 28, 2021 • 9 min read

New Zealand offers boundless opportunities to scramble up scree, spot wildlife in the wild, and lose yourself in the outdoors.

tourism articles nz

Apr 22, 2021 • 5 min read

The COVID-19 crisis has given New Zealand time to rethink the future of tourism.

tourism articles nz

Sep 30, 2020 • 6 min read

Companies committed to the conservation of wildlife are utilizing AI to improve the efficiency and effectiveness of a growing number of sustainable programs…

tourism articles nz

Jul 8, 2020 • 6 min read

New Zealand’s cycling revolution is set to keep rolling with a slew of new trails developed in the past ten years and more Kiwis than ever adopting the sport.

Rebounding New Zealand tourism is a rare bright spot for its economy

Australians Eunice and John Rowley, who are taking their first holiday in New Zealand, pose for an photo in Wellington

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Closing session of the National People's Congress (NPC) in Beijing

A suicide bomber rammed a vehicle into a convoy of Chinese engineers working on a dam project in northwest Pakistan on Tuesday, killing six people, police said, the third major attack on Chinese interests in the South Asian country in a week.

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Vietnam minister says president's resignation has not affected policies

Vietnamese Foreign Minister Bui Thanh Son said on Tuesday the resignation of the communist-ruled country's second president in little over a year has not affected Hanoi's foreign and economic policies, given its collective leadership and policymaking.

Israeli soldiers stand on tanks, near the Israel-Gaza border

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Bay of Islands

Christchurch, best times to visit new zealand, how to get there, transportation.

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When people learn I’m from New Zealand , I often hear that it’s at the top of their bucket list — or, if they’ve been, that it’s their favorite country in the world.  I may be biased, but I am not surprised. The stunning natural beauty, thriving culinary scene, and unique outdoor activities would charm even the most seasoned traveler.

Everywhere you look, there’s a picture-perfect backdrop filled with greenery and crystal-clear waters. And although it has a lot of untouched land, it boasts the same highlights you would find in any major global city, with art galleries, shopping districts, nightlife, and luxury hotels. Plus, it’s politically stable and very safe, which are increasingly appealing traits.

Geographically, the country is divided into two islands with distinct characteristics: the North Island is full of beaches and is home to the main cities, and the South Island is an alpine wonderland, defined by majestic mountain landscapes, rugged coasts, and world-class ski slopes. There has been a lot of development over the past few years, and travelers have more places to eat, stay, and play than ever before.  Below, see Travel + Leisure ’s essential guide to making the most of this magical South Pacific destination, according to a local.

Angelina Pilarinos/Travel + Leisure

North Island

The North Island is lined with beautiful beaches and islands surrounding the narrow coasts. It’s also where the capital, Wellington, is located, along with the country’s largest and most cosmopolitan city, Auckland , which is an essential destination on any New Zealand itinerary (and the gateway for most international flights). As Annie Dundas, head of the visitor economy for Auckland Unlimited notes, Auckland is “an urban oasis — the perfect fusion of a busy, modern city that looks out to mesmerizing landscapes and islands — all within easy reach and laden with wineries and leisurely places for long lunches.” It is worth spending at least four days in Auckland, but the North Island has many unique areas to explore, and below, we’ve charted the key destinations to prioritize.

Things to Do

Waiheke Island

Waiheke Island is a popular day trip for locals and is accessible by boat, ferry, or helicopter from downtown Auckland. It’s filled with boutique wineries, restaurants, and beautiful beaches, and is especially popular in the summer months, when music festivals and jazz concerts are hosted in sprawling vineyards. There’s also a contemporary art sculpture trail, Sculpture on the Gulf , hosted each summer, enticing many Aucklanders across the harbor for a cultured day out. Pop over for the day, tour the wineries, get a scoop of ice cream at Island Gelato Company , and wander around the artisan boutiques. If you’d like to spend the night, there are high-end rentals available on Waiheke Unlimited and Vrbo , or for a hotel, go for Delamore Lodge .

Visit the Auckland Museum and the Auckland Art Gallery

For a close-up view of New Zealand’s culture and history, visit the stately Auckland Museum , where you’ll find a collection of national artifacts along with a rotation of exhibitions. It’s set at the top of the city’s main park and is within walking distance of Auckland CBD, where the Auckland Art Gallery is located. Here you’ll find some of the country’s most valuable artworks along with various international collections. Both are worthwhile attractions that can be ticked off in half a day.

Explore Commercial Bay and Britomart

Downtown Auckland has been transformed over the past decade and has become the city’s most vibrant shopping and dining hub. It’s bustling from day to night and is especially packed on Friday nights for after-work drinks and dinner. You can find some of the city’s best restaurants and cocktail bars within a small vicinity, and it’s a fashion mecca, with storefronts from major brands and local fashion designers (be sure to check out Karen Walker , Kate Sylvester , and Zambesi ).

Courtesy of Park Hyatt Auckland

Park Hyatt Auckland

Since opening in 2020, the Park Hyatt has become the crème de la crème of the Auckland hotel scene. It has a prime location, excellent views, amenities, restaurants, and spacious rooms with freestanding bathtubs and terraces overlooking the Viaduct Harbor — ideal for room service with some atmosphere. It’s within walking distance of the best bars, restaurants, and shops, but it feels like a serene enclave where you can manage to get a good night’s sleep, despite being right by the action.

The Hotel Britomart

As the name suggests, this chic hotel is located right in the heart of Britomart, surrounded by some of Auckland’s best shopping and dining. Rooms are sleek and modern yet very small, so are suitable for solo travelers and couples. If you’re seeking something more spacious, the suites are some of the finest in the city (with price tags to match). And the restaurant, Kingi, is also excellent. 

Sofitel Auckland Viaduct Harbor

Located between the Viaduct and Wynyard Quarter, the Sofitel has long been a go-to for celebrities and diplomats visiting New Zealand. It boasts the high standards that you would expect from the French hotel brand, with a fine-dining restaurant, elegant interiors, and an impressive spa and wellness center. 

Restaurants

For a fun atmosphere and Italian-inspired fare, head to Bivacco in the Viaduct. The menu has sharable classics like pizza, antipasto, pasta, and oysters, and on any given day, you’ll find yourself surrounded by well-heeled locals socializing over bottles of rosé and cocktails. 

Soul is a restaurant that has stood the test of time, and for over 20 years, it has been a go-to venue for some of the city’s most stylish soirees. Like Bivacco, it’s also a lively spot in the heart of the Viaduct, where people go for the food as well as the scene. After dinner, there’s a dance floor that attracts a mature crowd, and on the menus you’ll find fresh seafood and bistro classics alongside an extensive wine and Champagne list.

While it’s not the newest or the sceniest place, Prego has been a solid option along Ponsonby Road for years and is just as popular with families as it is for birthday celebrations and dinners preceding big nights out at the bars along the strip. Go for the pizza or the chicken saltimbocca — everything on the menu is great as are the cocktails. Always a reliable destination for a good atmosphere and delicious food.

Museum of New Zealand Te Papa Tongarewa

Known locally as Te Papa , the country’s largest museum is an essential on any Wellington itinerary. It contains over 800,000 artworks and objects, and it has a rotation of exhibitions including dinosaur skeletons and ancient artifacts that you would expect to find at the American Museum of Natural History. It’s an interesting experience for children and adults alike.

Ride the Wellington Cable Car

For panoramic views of the city, jump on the historic Wellington Cable Car , which boards in the heart of the Lambton Quay shopping district and travels up the hillside of Kelburn. Here you will find a scenic lookout, botanic gardens, and the Cable Car Museum . 

Wander Hannahs Laneway 

Also known as Leeds Street, Hannah’s Laneway is a foodie’s paradise, lined with street food vendors, contemporary art, and cool cafes. You can pick up a variety of distinctly "Kiwi" specialties, from black forest toast to pies and creamy hot chocolates. Just be sure to skip breakfast so you have room to sample everything.

QT Wellington

This centrally located hotel could be equated to the likes of The Standard and Edition Hotels, with quirky, ultramodern design and a lively food and beverage scene.  It’s right across from the Te Papa Museum in the center of town and is popular with both business and leisure travelers. There are 65 hotel rooms with either city or harbor views, and it also has 98 apartments. 

Wharekauhau Country Estate

Although it’s a 90-minute drive from Wellington, this luxury lodge is a popular stop on any Wellington itinerary. It’s set on a 5,000-acre estate overlooking the coast and has welcomed the royal family and many international diplomats visiting the capital. Everything is designed so that you don’t need to leave: food is included and sourced from the farm, it has a spa and fitness center, and a variety of outdoor activities from ATV quad biking to tennis. 

You will need to book a month in advance to secure a table at this intimate prix-fixe restaurant. The menu is seasonal and it changes every day, so there’s always something new. A typical night might feature lamb manti, panfried snapper, and crisp meringue — delicious renditions of local New Zealand cuisine.

Located on the nightlife-centric Cuba Street, Loretta is a place to enjoy crowd-pleasing classics in a fun environment.  It’s renowned for its sourdough pizzas and vanilla cheesecakes and is a great place to go with friends before a night out or for brunch on a Sunday. 

Ortega Fish Shack

This nautical-themed restaurant has some of the best seafood around, from Yellowtail Kingfish ceviche to smoked Moki rillettes and green lipped mussels. It’s a charming and eclectic place that perfectly represents the hip, creative vibe of Wellington. 

Sculptureum

Sculptureum is a lovely and cultured place to spend an afternoon, with six art galleries, three sculpture gardens, a vineyard, and a restaurant appropriately named Rothko. Whether you’re staying in the area or doing a day trip up from Auckland, it’s an essential for contemporary art lovers and is especially great to visit in the summer months.

Matakana Village Farmers Market

Every weekend, Matakana Village comes alive with rustic markets featuring a variety of artisan food stands and fresh local produce. You’ll find delicious local cheese, honey, baked goods, chocolate, and award-winning flat whites.  It’s set up right next to the boutiques in the charming village, where you’ll find everything from quaint homeware stores to shoe shops, and there’s also a cinema and a restaurant within the main village complex.

Omaha Beach

The Rodney District has some of the most stunning beaches on the North Island, and one of the most popular among them is Omaha — a white sand beach that attracts swimmers, surfers, and families setting up for the day. It’s only a 10-minute drive from Matakana Village, and it has ample parking, a café, a boutique with swim essentials, and a playground. For bigger waves, surfers head to Tawharanui Beach , which is also located within the Matakana region. 

Takatu Lodge

This gorgeous boutique lodge is located on a serene hilltop overlooking the Hauraki Gulf. It has only four suites with luxurious furnishings, underfloor heating, and views overlooking the gardens and the vineyards. Meals are provided in the dining spaces and tailored to guests’ preferences. Also, picnics are on offer for those wanting to set up at the nearby beaches for the day. 

Courtesy of Brick Bay

Brick Bay is a similar concept to Sculptureum, with a restaurant, wine tastings, and a contemporary sculpture trail positioned around a pond and throughout a native bush. It’s been around for a long time and is very popular with both locals and Aucklanders, so it’s worth booking in advance, even if it’s just to sample their wine varietals over a cheese platter after the lunchtime rush. 

Cruise the Islands

The Bay of Islands has 144 subtropical islands, and there are many ways to explore them, be it by chartering a yacht, going on a scheduled group boat tour, hiring a kayak, or embarking of a snorkeling expedition. You can see an abundance of enchanting sea life, too, including dolphins, penguins, and whales. 

Visit the Waitangi Treaty grounds

The Waitangi Treaty Grounds is New Zealand’s most important historic site, where the country’s founding document was signed back in 1840. Today, it contains two museums with interactive displays, guided tours to learn about the country’s history, and traditional Maori cultural performances that are staged in the meeting house. 

Kauri Cliffs

Kauri Cliffs was recently added to the Rosewood portfolio, which is testament to its high standards. It’s one of New Zealand’s most iconic luxury lodges, with a golf course that is ranked 37th on Golf Digest ’s Top 100 Greatest Golf Courses in the World, an excellent restaurant, and a fabulous spa nestled into a tranquil forest full of native birdlife. 

Eagle’s Nest

Positioned on a private 75-acre peninsula overlooking the Bay of Islands, Eagle’s Nest is one of New Zealand’s most luxurious boutique retreats. It is an intimate enclave, with only five villas that are beautifully designed. One thing to note is that there is no restaurant, however breakfast provisions are provided and there are on-call chefs available for private dining. 

Duke of Marlborough

The Duke of Marlborough is New Zealand’s first pub, and since opening in 1827 (before the Treaty of Waitangi was signed nearby), it has undergone various reincarnations. Visit today and you’ll find a refined version of a classic pub, with décor that feels fresh while honoring its history. Menus feature locally sourced, seasonal fare with popular items like paua risotto, clam fritters, pork belly, and of course, a solid burger.  

Taylor McIntyre/Travel + Leisure

South Island

The South Island is renowned for its spectacular natural scenery from the golden beaches of the Abel Tasman to the fiords and mountains in the Southern Alps. The vibe is generally more casual, and it’s where many of the country’s best adventure activities can be experienced. In Wanaka and Queenstown , you’ll find pristine ski slopes, dramatic mountain landscapes, and an array of sprawling wineries. It’s also home to many of New Zealand’s Great Walks and multi-day hikes. There are many beautiful places to explore, and as Sarah Handley, Tourism New Zealand's general manager for the Americas and Europe notes, “New Zealand's connection to the U.S. has never been stronger, and Americans can now fly non-stop to Christchurch, in the South Island, with United's direct service from SFO [starting Dec. 8].”

Americans can now fly non-stop to Christchurch, on New Zealand's South Island, with United Airlines' direct service from San Francisco (SFO) starting Dec. 8.

Over the Top Helicopter Tour

For a true bucket list experience, take a helicopter ride and tour through the Southern Alps and the Milford Sound.  It’s the most magical way to see everything, and experience areas that are usually inaccessible, like the secluded Madagascar Beach and snow-capped, sky-high peaks. The "eurocopters" are state of the art, with maximum visibility from any vantage point.  They can be booked privately or as part of scheduled group tours. 

JensenChua/Getty Images

TSS Earnslaw Cruise

Renowned as "the Lady of the Lake," the Earnslaw is a 110-year-old steamboat that tours Lake Wakatipu from Queenstown down to Glenorchy. It’s one of the best ways to observe the natural grandeur of the Remarkables and Cecil Peak and is a particularly popular activity for families. The cruise itself take 90 minutes, but there are various experiences that can be added on arrival at Walter Peak High Country Farm, including horse treks, cycling, or barbecues. 

Arrowtown is a historic gold-mining town that looks like a village out of a fairy tale. Everything has been lovingly preserved and it is lined with quaint artisan boutiques, galleries, cafes, and restaurants. It’s only a 20-minute drive from Queenstown, and on the way, you could stop at Millbrook Resort for a round of golf or a spa session (just outside of the main village). Be sure to stop at The Remarkable Sweet Shop for the crème brulee fudge.  

Eichardt’s Private Hotel

Eichardt’s an iconic Queenstown establishment and one of the most beloved boutique hotels in the country. It has an exceptional cocktail bar, restaurant, and a spa, along with a $20,000-per-night penthouse located above the Louis Vuitton boutique next door. The location could not be better, positioned right on the shores of Lake Wakatipu in the center of the action. Inside the rooms, the interiors are ultra-luxurious and suited to the alpine theme of the town — think crackling fireplaces, marble bathrooms with underfloor heating, and plush beds with fur throws. 

Matakauri Lodge

Matakauri Lodge is another property that was recently added to Rosewood’s portfolio (along with Kauri Cliffs and Cape Kidnappers in the Hawkes Bay) and is a key destination on New Zealand’s luxury circuit, hosting the British royal family and many celebrities over the years. The intimate lakeside retreat has only 13 spacious accommodations and it boasts stunning views of the Remarkables and Lake Wakatipu. Cocktail hour is a social affair, and the food and wine offerings are world class.

The Carlin is new, but it’s already garnered international acclaim, winning Best New Hotel at the Boutique Hotel Awards in 2022. It’s a place that would have "Palace" distinction if it were in France, with ultra-luxe amenities that surpass the typical five-star standard. Guests have access to private jets and Michelin-star dining, and it is home to the largest penthouse in the Southern Hemisphere.

Located just a 15-minute drive from the city center, Amisfield is the most popular winery and restaurant in the region and is an essential daytime excursion for any Queenstown itinerary. Wine tastings are available, and there are excellent Pinot Noirs produced on site. But to make the most of it, do an al fresco lunch in the beautifully manicured courtyard and take in the views of the postcard-worthy mountains.

Botswana Butchery

This lively lakefront bistro is one to book in advance, particularly if you’re visiting on a weekend. It has a charming atmosphere and some of the best representations of hearty New Zealand cuisine sourced from the surrounding farms and waters. It also has an excellent wine list with varietals from vineyards in the area.

You will need to time your visit to Fergburger well, as the lines can often exceed an hour in the evenings, but it has the best burgers in Queenstown (and anywhere, really) and is worth factoring in. There is a long menu of options to suit everyone including vegetarian options, beef, lamb, pork, fish, chicken, and also breakfast burgers. The same operators also opened Fergbaker next door where you can pick up a classic meat pie — both delicious options, especially on a cold and snowy day.

Blanket Bay

Glenorchy is very remote, and what to do, where to stay, and where to dine all fall under the same category if you want to do it well. The place to go? Blanket Bay, where apocalypse-weary billionaires are known to escape. It is one of the country’s finest luxury lodges and is the best way to experience all the area has to offer, with an excellent restaurant, bar, spa and wellness center, and a variety of outdoor activities from horse riding to heliskiing and jet boating. Accommodations are split between rooms in the main house and luxuriously decorated standalone villas.

Aoraki Mackenzie International Dark Sky Reserve

Located in the Mt. Cook National Park, the Aoraki Mackenzie International Dark Sky Reserve has some of the clearest and darkest skies for star-spotting. It was the first Dark Sky Reserve to be established in New Zealand, and is a magical way to experience the country’s untouched natural beauty by night. 

Explore the City’s Art Galleries

Christchurch has a thriving art scene and many galleries in the central city that are worth checking out. The main ones to prioritize are the Centre of Contemporary Art (CoCa) , Christchurch Art Gallery Te Puna o Waiwhetu , and the Christchurch Art Centre . 

The Mayfair

Since opening in 2022, The Mayfair has been a welcome addition to the city’s luxury hotel scene. It’s a boutique hotel with minimal, contemporary décor, and sophisticated dining options from high tea to an all-day café and cocktail bar and bistro. The central location makes it popular for both leisure and business travelers. 

The Observatory Hotel

The Observatory is a chic, design-forward boutique hotel that also opened in Christchurch in 2022.  It has rich interiors that give the sense of eternal night, with vivid colors and ambient lighting. Rooms are very photogenic, and there are multiple dining options from the Drawing Room to all-day eatery Bunsen, and more casual options within the broader complex, from food trucks to sushi and dumplings.

Inati is a stylish fine dining establishment helmed by the former head chef of Gordon Ramsay’s The Warrington. If there’s one place to book in advance in Christchurch, this is it. The menu is filled with sharing plates and is divided into earth, land, and sea categories. Guests can park up at elegant stools overlooking the open kitchen and observe their food being artfully crafted. 

If you want to experience the great outdoors (which is the primary drawcard), the best time to visit is over the summer, between December and the beginning of April. During this period, temperatures are balmy and you’re more likely to encounter solid blocks of sunshine. It’s also when the cities come alive, with many music festivals and cultural events, and is the best time to explore the beaches, wineries, and stunning walking tracks. That said, New Zealand is a great place to visit year-round, and it is also a world-renowned ski destination with ski resorts throughout the North and South Island. If you’re looking to ski, the months to consider would be between June and October, when the fields are open. 

Fiona Goodall/Getty Images

The best way to get to New Zealand is to fly into Auckland Airport, which is the country’s primary gateway. Air New Zealand has multiple routes available, including a direct flight from New York City, which takes 17 hours but is surprisingly manageable, given it flies overnight (and the airline is renowned for its excellent cuisine and high standard overall). United Airlines is launching a direct flight from San Francisco's SFO in December, and Qantas also has a route from New York to Auckland. 

Once you arrive at the airport, there are taxis and rideshare services available, including Uber, but given everything is quite spread out, it is definitely worth renting a car. That will allow you to easily explore all of the different areas (some of which don’t have regular public transport options available). Driving is also a great way to visit some of the more remote beaches and destinations off the beaten path. If you’re planning on staying in the city centers, there are buses available, trains (albeit with limited routes), and ferries. 

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A climber on Mitre Peak escapes the buzz of helicopters, planes, tourist launches and cruise liners that fill Milford Sound.

New Zealand seeks a greener kind of tourism as it reopens borders after Covid

Spots like Milford Sound that once ‘heaved’ with visitors recovered their tranquillity during lockdown – and ministers hope to keep it that way

A t the mouth of Milford Sound, the car parks sit empty. Of the 40 spaces reserved for convoys of buses, just two are occupied. The cliffs, rising sheer from dark, still water, are capped by mist, waterfalls unravelling like twine, nothing to interrupt the view. The cruise ships that once appeared over the horizon haven’t visited in years. When the ferry sets off, an entire floor of vinyl seats sits unoccupied.

These are the last days of New Zealand’s forced isolation from the world’s tourists , and even Milford Sound/Piopiotahi, considered the crown jewel of New Zealand’s natural landscapes, is sparsely attended. Its beauty has long made it one of the country’s biggest tourism draws. Despite being extraordinarily remote – no mobile phone service or wifi, no clusters of shops and restaurants, one road in and out – Milford Sound welcomed almost 900,000 visitors in 2019, to a settlement with a permanent population of fewer than 200. The year the pandemic hit, it was expected to surpass 1 million.

In a few days, the drawbridge will creak down, and tourists from around the world will be welcomed back . The government has been at pains to attract visitors, with prime minister Jacinda Ardern embarking on her first international trip in two years to say the country was “open for business”.

But it is also in the midst of a reckoning over what its tourism future should look like – and a growing sense that things shouldn’t go back to the way they were.

The central conundrum plagues many scenic tourism spots: people are drawn to isolation, tranquillity, untouched beauty – then their presence can jeopardise the very qualities that drew them there in the first place. In Tripadvisor reviews from Milford’s pre-pandemic days, two themes feature over and over: the beauty of the place, and the peak-season crowds.

Visitors take pictures from a cruise ship in Milford Sound.

“The place was heaving ,” one tourist wrote. “Literally hundreds of people in all directions.”

“Hordes of people,” said another. “Don’t come here to experience this beautiful place in isolation.”

“It is incomparably gorgeous and awe-inspiring. It is also a tourist machine. Huge numbers of people arrive here daily via buses, planes, cars and helicopters,” a visitor concluded. “Everything that is wonderful and horrible about tourism.”

Over the past decade, New Zealand has become acutely aware of the “wonderful and horrible” of tourism. Before Covid, tourism was the country’s biggest export, accounting for 20% of the export market and approaching 10% of GDP. Returning visitors will be a crucial shot in the arm for cafes, restaurants and tourism operators that have spent two years struggling to survive. But tourism also caused tensions – locals complained of overcrowding, littering, lack of investment in infrastructure to host people, and the fear that fragile natural environments are being permanently damaged.

The era of Instagram and influencers can throw those dynamics into overdrive. Locations moved at warp speed from “undiscovered gem” to endlessly replicated backdrop, engulfed – and often threatened – by eager visitors.

“We want people to come to these incredible places. We want people to experience them. But we also want to make sure that we’re protecting them,” said Kiritapu [Kiri] Allan, minister for conservation and associate minister for culture and heritage. “And that we can hand it over to the next generations in a state that hasn’t been completely destroyed by a human footprint.”

Milford Sound/Piopiotahi is the country’s most famous attraction, but spent years unregulated and overcrowded.

Now the government wants to reshape the way the country does tourism altogether. Last July, Stuart Nash, the tourism minister, vowed that the days of unlimited tour buses would never return to Piopiotahi. Beyond that, the site would be a “test case” for the rest of the country, he said, as it tries to remake its tourism sector into a more sustainable, controlled operation, that funds infrastructure in the communities that host it. In Milford, the proposals are significant: controlling entry, capping numbers, charging a standard infrastructure fee for a visit.

Allan said the tensions are stark in Milford, but it’s a national conundrum. “I’m seeing similar strains across the rest of the country.”

In Te Anau, Milford’s nearest town, absence of visitors during the pandemic has driven many businesses to the edge of collapse. About 85% of Piopiotahi’s visitors are from overseas, said Paul Norris, chief conservation officer of RealNZ, which runs ferry tours in the sound. Losing them was an immense economic shock. “It’s been survival mode,” he said. “You can imagine, the last two years, there’s been an awful lot of people who have left the tourism industry.”

“I don’t think it should go back to the way it was. But like everything – behind four or five words, there’s a multitude of layers of things that were happening,” he said. Many of the discussions have been dominated by the peak season, which is really only a few weeks of the year, he added – in the winter months, things are more manageable.

Muriel Johnstone, an elder of Ōraka Aparima Rūnaka, said the fjords are a “cradle of mythology” for the tribe – and its importance to Māori has not been reflected in the way it has operated. “Over many years, mana whenua [those with traditional authority over the land] and others have been concerned by the intensification of tourism,” she said. “Huge uncontrolled growth… has diminished the sense of awe and welcome that used to greet visitors.”

The Mackinnon Memorial at the Mackinnon Pass

Mana whenua must be placed at the heart of the new vision for Piopiotahi, she said– and it is Māori principals like manaakitanga [hospitality], and kaitiakitanga , [stewardship of the natural world] that can guide it forward.

Out in the basin of the fjord, the ferry does a slow turn, making its way back to the harbour. The water stretches out ahead of it, unbroken. “This is about as good as it gets,” said one man, standing at the railing. In the wake, dolphins ripple through the water. As the boat approaches an enormous waterfall, a boy stands at the bow, feeling the spray on his face. His father stands behind him, taking a photograph. There’s little competition for the perfect shot.

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Tourism Evidence and Insights Centre

Here you'll find insights, data and information about tourism in new zealand. these resources are for anyone wanting to know more about what's happening in the tourism sector - policy makers, tourism businesses and the general public. there are reports, an interactive dashboard and articles addressing common questions., use the navigation buttons above or the links below to navigate:, data releases - find latest tourism data releases., resources - find presentations, articles and reports with insights and research results to help you better understand what's happening in the tourism sector., sustainable tourism explorer - use this interactive platform to explore sustainability-related tourism data., search bar - use keywords to find data releases, resources and explorer pages of your interest., about page - learn about the purpose, history, and development of this tool., questions and requests - if you need something that's not covered here, send us your question or request and we'll get back to you., changes - view the history and development of the site., data releases, latest tourism data, are we missing a dataset please contact us..

See below the list of tourism datasets with release frequency and link to data source.

Dataset name

Link to source

Accommodation Data Programme (ADP)

Exchange rates and Trade Weighted Index (TWI)

International Visitor Survey (IVS)

International Travel

Labour market statistics

Migration statistics, new zealand energy sector greenhouse gas emissions.

New Zealand’s Greenhouse Gas Inventory

Tourism Electronic Card Transactions (TECTs)

Tourism Satellite Account

Accommodation Data Programme

The accommodation data programme (adp) provides information about short-term accommodation activity such as guest nights and occupancy rates., 29-march-2024, international travel, international travel covers the number and characteristics of overseas visitors and new zealand resident travellers (short-term movements) entering or leaving new zealand., 14-march-2024, international visitor survey (rolling annual), the international visitor survey (ivs) measures the expenditure, characteristics and behaviours of international visitors to new zealand., 05-march-2024, international visitor survey (quarterly), tourism satelite account, the tourism satellite account provides a picture of the role tourism plays in new zealand, with information on the changing levels and impact of tourism activity., 29-february-2024, monthly regional tourism estimates, monthly regional tourism estimates (mrtes) - understand tourism spend activity in new zealand., 07-december-2023, tourism recovery dashboard, track the recovery of the tourism sector in near-real time as the borders reopen, using border/visitor arrivals and card spend data., 10-november-2023, statsnz + marketview + sabre, monthly unique regional population estimates, monthly unique local and visitor populations in each rto in aotearoa new zealand, using mobile phone data., 05-october-2023, tourism electronic card transactions, the tects are an interim replacement for the monthly regional tourism estimates (mrtes) to understand tourism spend activity in new zealand., 07-september-2023, new zealand's greenhouse gas inventory, new zealand's greenhouse gas inventory is the official annual estimate of all human-generated greenhouse gas emissions and removals that have occurred in new zealand since 1990., 13-april-2023, ministry for the environment, there are two key sources of migration statistics. immigration new zealand and mbie report information on non-new zealand citizens who apply and come to new zealand on various visas. the international migration statistics produced by stats nz provide a comprehensive picture of the number and characteristics of migrants entering and leaving new zealand., mbie and stats nz, exchange rates and trade weighted index, the trade-weighted index (twi) is a measure of the value of the new zealand dollar (nzd) relative to the currencies of new zealand's major trading partners., reserve bank of new zealand, the labour market statistics information release combines data from surveys to present a broad picture of the labour market., 05-may-2021, the new zealand energy sector greenhouse gas emissions contain the latest provisional estimates of greenhouse gas emissions from the energy sector in new zealand., 11-march-2021, presentations, reports, insights and more, would you like to contribute.

Content selection for the Resources section

This is a collaborative platform to inform industry, government and academia.

If you have any tourism-related content that you think might be of interest, please contact us .

This is the perfect place to store seminars you recorded, presentations from conferences, research articles or even a full article written by you or by your organisation. Once we receive your contact, we will work together to make your content available as soon as possible.

International Visitor Survey - Year end December 2023 and December Q4 2023 Data Release

International visitor survey – year-end december 2023 data shows international visitor spend recovering to pre-pandemic levels.

tourism articles nz

International Visitor Survey - Year end September 2023 and September Q3 2023 Data Release

A report featuring the 2023 q3 data release for the international visitor survey (ivs)., 04-december-2023, monthly regional tourism estimates - september 2023 data release, a report featuring the the september 2023 data release for the monthly regional tourism estimates., 23-november-2023, adp and murpes - august 2023 data release, a report summarising the findings from the august 2023 adp and murpes data., tects, adp, and murpes - july 2023 data release, a report summarising the findings from the july 2023 tects, adp, and murpes data., tects, adp, and murpes - june 2023 data release, a report summarising the findings from the june 2023 tects, adp, and murpes data., 03-august-2023, tects, adp, and murpes - may 2023 data release, a report summarising the findings from the may 2023 tects, adp, and murpes data., 06-july-2023, public pulse of conservation - june 2023 report, a report summarising the findings from the june 2023 wave of doc's public pulse of conservation., 23-june-2023.

tourism articles nz

Department of Conservation

Tects, adp, and murpes - april 2023 data release, a report summarising the findings from the april 2023 tects, adp, and murpes data., 01-june-2023, public pulse of conservation - may 2023 report, a report summarising the findings from the may 2023 wave of doc's public pulse of conservation., 24-may-2023, tects, adp, and murpes - march 2023 data release, a report summarising the findings from the march 2023 tects, adp, and murpes data., 04-may-2023, public pulse of conservation - april 2023 report, a report summarising the findings from the april 2023 wave of doc's public pulse of conservation., 02-may-2023, public pulse of conservation - march 2023 report, a report summarising the findings from the march 2023 wave of doc's public pulse of conservation., 24-march-2023, public pulse of conservation - february 2023 report, a report summarising the findings from the february 2023 wave of doc's public pulse of conservation., 24-february-2023, public pulse of conservation - january 2023 report, a report summarising the findings from the january 2023 wave of doc's public pulse of conservation., 23-january-2023, public pulse of conservation - december 2022 report, a report summarising the findings from the december 2022 wave of doc's public pulse of conservation., 22-december-2022, tourism recovery insights data pack - 6 december, monthly commentary and insights from the latest high-frequency real-time data from the tourism recovery dashboard., 06-december-2022.

tourism articles nz

Public Pulse of Conservation - November 2022 report

A report summarising the findings from the november 2022 wave of doc's public pulse of conservation., 29-november-2022, tourism recovery insights data pack - 8 november, 08-november-2022, public pulse of conservation - october 2022 report, a report summarising the findings from the october 2022 wave of doc's public pulse of conservation., 21-october-2022, tourism recovery insights data pack - 18 october, 18-october-2022, public pulse of conservation - september 2022 report, a report summarising the findings from the september 2022 wave of doc's public pulse of conservation., 28-september-2022, giving back to nature - insights from the queen charlotte track, a report from doc providing insights into the walking experience of visitors on queen charlotte track, focusing on why visitors walk the track, how they connect with nature, and what ‘giving back’ to conservation means., 22-september-2022, tourism recovery insights data pack - 12 september, 12-september-2022, public pulse of conservation - august 2022 report, a report summarising the findings from the august 2022 wave of doc's public pulse of conservation., 31-august-2022, tourism recovery insights data pack - 30 august, commentary and insights from the latest high-frequency real-time data from the tourism recovery dashboard., 30-august-2022, tourism recovery insights data pack - 16 august, 16-august-2022, tourism recovery insights data pack - 2 august, 02-august-2022, public pulse of conservation - july 2022 report, a report summarising the findings from the july 2022 wave of doc's public pulse of conservation., 26-july-2022, tourism recovery insights data pack - 19 july, 19-july-2022, tourism recovery insights data pack - 5 july, 05-july-2022, tourism recovery insights data pack - 23 june, 23-june-2022, indigenous data sovereignty – why does it matter, amanda lee shares her point of view and knowledge about indigenous data sovereignty., 29-april-2022.

tourism articles nz

Ka mua, ka muri - Looking forward to the border reopening by looking back at tourism data

As the border reopens, the tourism evidence and insights team at hīkina whakatutuki - mbie looks back at what tourism data can tell us about the present and future state of the tourism sector., 14-april-2022, tourism electronic card transaction spend for february 2022 released, analysis of domestic and international tourist electronic card spend for february 2022., 07-april-2022, accommodation data programme for february 2022 released, insights from accommodation data for february 2022 as the sector grapples with the omicron outbreak., 25-march-2022, tourism electronic card transaction spend for january 2022 released, analysis of domestic and international tourist electronic card spend for january 2022., 03-march-2022, accommodation data programme for january 2022 released, insights from accommodation data for january 2022 as the sector recovers from the delta outbreak., 28-february-2022, tourism electronic card transaction spend for december 2021 released, analysis of domestic and international tourist electronic card spend for december 2021., 17-february-2022, accommodation data programme for december 2021 released, core accommodation data results from the adp for december 2021., 11-february-2022, tourism electronic card transaction spend for november 2021 released, domestic and international spend from electronic card transactions for november 2021., 20-january-2022, accommodation data programme for november 2021 released, core accommodation data from the adp for november 2021., 22-december-2021, international recognition for tourism sustainability commitment, a new zealand program that supports tourism operators to become more sustainable has gained international recognition., 21-december-2021.

tourism articles nz

Tourism Industry Aotearoa

Stakeholder perspectives of the future of accessible tourism in new zealand, this research paper provides insights on the scope of accessible tourism in new zealand, and supports its future., 17-december-2021.

tourism articles nz

Tourism For All NZ

Improving the accessibility of the tourism industry in new zealand, understanding the expectations and experiences of accessibility in tourism, in order to suggest improvements to the tourism sector., tourism satellite account for year-ended march 2021 released, information on tourism's contribution to the new zealand economy in terms of expenditure and employment., 10-december-2021, tourism electronic card transaction spend for october 2021 released, domestic and international spend from electronic card transactions for october 2021., 02-december-2021, tourism electronic card transaction spend for september 2021 released, domestic and international spend from electronic card transactions for september 2021., 02-november-2021, tourism insights users group, find the meeting agenda and watch a full replay of the whole recorded zoom session., 27-october-2021, tourism electronic card transaction spend for august 2021 released, domestic and international spend from electronic card transactions for august 2021., 06-october-2021, tourism electronic card transaction spend for july 2021 released, domestic and international spend from electronic card transactions for july 2021., 01-september-2021, tourism electronic card transaction spend for june 2021 released, domestic and international spend from electronic card transactions for june 2021., 05-august-2021, 14-july-2021, tourism electronic card transaction spend for may 2021 released, domestic and international spend from electronic card transactions for may 2021., 01-july-2021, trans-tasman quarantine free travel datapack, datapacks mbie produces to inform the minister of tourism., 01-june-2021, recovery intel report, the recovery intel report tells the story of our district pre-covid-19, the impact of the level 4 lockdown and the emerging impact in relation to economic predictions., 01-april-2021.

tourism articles nz

Queentown Lakes District Council

Domestic satisfaction report, results for year ending december 2020., 25-february-2021.

tourism articles nz

Not 100% – but four steps closer to sustainable tourism

Parliamentary commissioner for the environment, simon upton, is urging for a substantially smaller environmental footprint., 18-february-2021.

tourism articles nz

Parliamentary Commissioner for the Environment

The department of conservation’s heritage and visitor strategy, it guides doc's work to protect and enhance the values of new zealand’s natural, cultural and historic heritage., 17-february-2021.

tourism articles nz

Department Of Conservation

Mrtes and the tects, the tourism electronic card transactions (tects) replace the monthly regional tourism estimates (mrtes) in the interim., 04-february-2021, impact of the covid-19 pandemic on intentions to travel among usa consumers, survey results., 21-january-2021.

tourism articles nz

Tourism New Zealand

Impact of the covid-19 pandemic on intentions to travel among australia consumers, evaluation of the new zealand cycle trail - counter data analysis, 2020, an evaluation of the counter data of the 22 great rides of ngā haerenga new zealand cycle trails was conducted over 12 months from 1 march 2019 to 28 february 2020., 22-december-2020, covid-19 tourism industry survey, tourism industry aotearoa's latest industry survey results., 17-november-2020, new zealanders in the outdoors survey, domestic customer segmentation research., 21-september-2020, fewer women working in tourism industries, 21-august-2020.

tourism articles nz

Time for Reset? Covid-19 and Tourism Resilience

Scientific article., 21-may-2020.

tourism articles nz

Tourism Review International

Covid-19, indigenous peoples and tourism: a view from new zealand.

tourism articles nz

Tourism Geographies

Pandemics, tourism and global change: a rapid assessment of covid-19.

tourism articles nz

Journal of Sustainable Tourism

Quarterly tourism report, see what happened in the tourism space in the first quarter of 2019., 18-june-2019, calculating year-ended figures in the mrtes, calculate mrte year-end figures for any historic month., higher-spending visitors in the ivs, understand the characteristics of visitors who spend higher amounts per day while in new zealand., 05-june-2019, summary of quarter december 2018., 07-march-2019, why do the mrtes get revised, find out more about mrte revisions., 20-february-2019, how can i estimate tourism spend per visitor, calculating spend per visitor in new zealand., 04-february-2019, overview of tourism spend in new zealand, how to estimate tourism spend in new zealand., 15-january-2019, petrol prices are affecting visitor spend across new zealand., 10-december-2018, haven't found what you were looking for, send us your question or request.

New Zealand Tourism

Sustainability commitment, he kupu taurangi kia toitū ai te tāpoitanga.

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Leading the world in sustainable tourism

The New Zealand Tourism Sustainability Commitment aims to see every New Zealand tourism business committed to sustainability by 2025.

Our vision is Leading the World in Sustainable Tourism -  Toitū te taiao, toitū te tāpoi. E kōkiri ana e Aotearoa.  To deliver on this, we must grow an industry which delivers high quality experiences for both domestic and international visitors while having a positive impact on local communities, contributing to the restoration and protection of our natural environment, and rebuilding the economic sustainability of the sector.

The TSC was developed by Tourism Industry Aotearoa, the voice of New Zealand's tourism industry. We are inviting every New Zealand tourism business to join us on this sustainability journey. Sign up now to the Tourism Sustainability Commitment and work towards twelve Commitments across the four elements of tourism sustainability: Economic, Visitor, Community and Environment.

In 2021 the Carbon Challenge was launched and reducing the carbon impact of the visitor sector is a key focus.

Together we can create a truly sustainable tourism industry that makes a positive and enduring contribution to Aotearoa New Zealand.

What's involved?

Economically sustainable, resilient and innovative businesses

World-leading experiences that exceed visitor expectations

Communities which benefit from and are supported by tourism

Environment

Protecting and enhancing our natural environment

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TSC at a glance

Find out how our industry is working towards being a world-leading, truly sustainable tourism industry - and why it's vital we act now!

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Take Action

Guides, resources and tools to help you start your sustainability journey and make progress against each Commitment.

Auckland Tourism Events & Economic Development

The Twelve Commitments

The New Zealand Tourism Sustainability Commitment consists of a set of 12 Commitments for individual businesses to work towards.

Articles on Tourism

Displaying 1 - 20 of 503 articles.

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The problem with shaming people for Auschwitz selfies

Craig Wight , Edinburgh Napier University and Phiona Stanley , Edinburgh Napier University

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Happy smiling African children: why school tourism in Zimbabwe shouldn’t be encouraged

Kathleen Smithers , Charles Sturt University

tourism articles nz

Too much heat in the kitchen: survey shows toxic work conditions mean many chefs are getting out

Shelagh K. Mooney , Auckland University of Technology ; Matthew Brenner , Southern Cross University , and Richard Robinson , The University of Queensland

tourism articles nz

Does hosting the Olympics, the World Cup or other major sports events really pay off?

Ivan Savin , ESCP Business School

tourism articles nz

Revving up tourism: Formula One and other big events look set to drive growth in the hospitality industry

Rachel J.C. Fu , University of Florida

tourism articles nz

Black travelers want authentic engagement, not checkboxes

Alana Dillette , San Diego State University and Stefanie Benjamin , University of Tennessee

tourism articles nz

Why monkeys attack people – a primate expert explains

Tracie McKinney , University of South Wales

tourism articles nz

Putin wants to transform Russia’s far east into a tourist hotspot – but history shows it won’t be easy

Natasha Kuhrt , King's College London

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Embracing ‘virtual dark tourism’ could help heritage sites at risk of degradation – expert explains

Nicole Basaraba , Trinity College Dublin

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Selfies and social media: how tourists indulge their influencer fantasies

Brendan Canavan , University of Nottingham

tourism articles nz

North Queensland’s record-breaking floods are a frightening portent of what’s to come under climate change

Steve Turton , CQUniversity Australia

tourism articles nz

Concern for the Great Barrier Reef can inspire climate action - but the way we talk about it matters

Yolanda Lee Waters , The University of Queensland and Angela Dean , The University of Queensland

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NZ wants more seasonal workers – but Pacific nations no longer want to be the ‘outposts’ that ‘grow’ them

Apisalome Movono , Massey University ; Regina Scheyvens , Massey University , and Sophie Auckram , Massey University

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Tourists are returning to South Africa – but the sector will need to go green to deal with the country’s electricity crisis

Gijsbert Hoogendoorn , University of Johannesburg ; Irma Booyens , University of Strathclyde , and Kristy Langerman , University of Johannesburg

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Whakaari/White Island court case will change the level of accepted risk in NZ’s tourism industry

Freya Higgins-Desbiolles , University of South Australia and James Higham , Griffith University

tourism articles nz

Using social media for your holiday ‘inspo’ can be risky and even dangerous – here’s why

Samuel Cornell , UNSW Sydney and Amy Peden , UNSW Sydney

tourism articles nz

Amish culture prizes peace − but you wouldn’t necessarily know it from a stop in Amish Country tourist towns

Susan L Trollinger , University of Dayton

tourism articles nz

Youth hostels face tough times – but they are perfect for authentic, spontaneous experiences

Michael O'Regan , Glasgow Caledonian University

tourism articles nz

An entry fee may not be enough to save Venice from 20 million tourists

Sameer Hosany , Royal Holloway University of London

tourism articles nz

Why China’s real estate crisis should make the global travel industry nervous

Zhiyong Yang , Miami University

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Adjunct Senior Lecturer in Tourism Management/ Adjunct Associate Professor, University of South Australia

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Senior Lecturer, Tourism, University of Technology Sydney

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Senior Lecturer in Development Studies, Massey University

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Professor of Development Studies, Massey University

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Professor of Sustainable Tourism, Griffith Institute for Tourism, Griffith University

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Professor of Tourism, Griffith University

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Senior Lecturer in Marketing, University of Nottingham

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Lecturer in Tourism & Events, Glasgow Caledonian University

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Professor of Sustainable Tourism and Heritage, Western Sydney University

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Professor of Tourism, Auckland University of Technology

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Professor of Physical Geography, University of the Witwatersrand

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Professor of Marketing and Tourism, Nottingham Trent University

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Associate Professor, University of Central Florida

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Professor of Tourism, Victoria University

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Senior Lecturer in Hospitality & Tourism, University of Surrey

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What is social entrepreneurship in tourism? G Adventures founder explains

Sarah Pollok

Sarah Pollok

Share this article

G Adventures founder Bruce Poon Tip was in Auckland for the Force for Good Event. Photo / File

“If you want all the comforts of home, maybe you should… stay home. Nobody wants you travelling.”

When Bruce Poon Tip, a Canadian businessman and founder of G Adventures , delivers this line during a tourism event in Auckland, his cheeky grin and comedic timing get a round of laughs from the crowd.

Yet, behind the humour is a weighty challenge for most tourists and tourism companies.

From backpacker to founder

It was 1990 and 22-year-old Poon Tip was exploring Asia when he noticed the difference between backpacking and mainstream travel.

“I saw these coaches of people who were not really experiencing the country and I was on a $10-a-day budget, travelling around Asia, staying with local people and travelling on local buses,” he recalled.

“I realised that their experience wasn’t even a real experience, so I came back and I founded G Adventures,” he said, with the goal to offer “organised experiences that were cultural immersion-based, using local transportation, and local accommodation”.

Almost 35 years later, the company is now the world’s biggest small-group adventure travel company taking 200,000 travellers on 750 tours each year. The founding philosophy and focus on social entrepreneurship, however, remains unchanged.

It’s also a philosophy Poon Tip thinks the tourism industry is in desperate need of.

G Adventures run tours in more than 100 countries. Photo / G Adventures

The problem with ‘normal’

Current estimates put tourist numbers at 1.5 billion a year and in 2030, it’s forecast to hit 2 billion. It’s a massive number and one many countries rely on economically; especially if they are developing.

“Tourism in the 40 poorest countries is number one or two in terms of foreign exchange in that country,” Poon Tip explains, typically competing with oil for first place.

But in the not-too-distant past, this all stopped, for a while. The pandemic ground tourism to a stubborn halt and, like many other industries, there was much discussion about how to get back to normal.

But Poon Tip wasn’t too eager on “business as usual”.

“The travel industry just before Covid wasn’t so great. Normal wasn’t so great,” he said, referencing the headlines about over-tourism, tourist invasions, flight shaming and locals suing tour companies.

It’s not that tourism itself is bad but rather, the business model, Poon Tip said: one that prioritises amenities (think resorts, restaurants or activities) over the destination.

“When we sell people amenities over the destination, people start booking because they want 5-star accommodation or they want comfort levels or they want distractions like Broadway shows or go-cart tracks or you know, 10 different restaurants, to make sure they can get Italian food and French food and sushi when they’re in another country,” he said.

As a result, the destination becomes secondary or irrelevant, Poon Tip said, illustrating his point with a picture of a cruise ship in Alaska, which had a go-cart track on-board.

“Everything is there for them so they never really felt like they left home.”

Poon Tip isn’t against comfort but said it had been confused for comfort zone, with tourism companies trying to ensure travellers can go abroad without ever feeling foreign.

Covid only heightened this dynamic, he said, as social isolation and reliance on technology “fed our addition to convenience”.

“We are addicted, absolutely to convenience and ease and all the tech we have today makes things easier”.

Hotels, cruise ships and resorts have gone overboard when it comes to catering to travellers, Poon Tip claims. Photo / Unsplash

Comfort-zone lovers should stay home

What about travellers who want to experience the world but don’t want to forgo their favourite coffee order, eating schedule, bedding or hobbies?

The solution is simple to Poon Tip; stay home.

“The reason we’re all in this industry is to show people the world and show people different countries. Don’t you think if you’re in another country you should feel like you’re in another country?” he said.

Ironically, by trying to care for a traveller, tourism companies do them a “great injustice” Poon Tip added, as one can’t remove the discomfort or foreignness of travel without removing its benefits; “a greater sense of self, a greater understanding of our place in the universe but more importantly a greater appreciation of where we come from”.

The danger of tourism’s current model

Reducing travel to an itinerary of amenities or experiences extraneous to the destination isn’t just less rich or rewarding, it’s also dangerous, the G-Adventures founder said.

In fact, it’s “the most dangerous place” the travel industry can be.

Traditionally, if a tourism company in Bali wants to attract customers, it will promote unique attractions and experiences. But if tourism companies begin focusing on universal amenities such as resort chains or shopping malls, hotels or cruises, discounts become a key selling point.

The company rarely bears the cost of these discounts, Poon Tip points out. It’s local residents who feel the squeeze.

“Communities are not welcoming to tourists because they’re not benefiting from them being there, so they get angry,” he explained. This is why, in certain destinations, travellers are told to stay within a resort or hotel complex because locals are restless.

“Of course they’re restless because you’re in there, swallowing mass amounts of natural resources and on the other side of those walls they don’t have access to clean drinking water or medical care.” Poon Tip said.

“They’re upset, they’re not benefiting from you being in their country,” he added, saying this model of amenity-driven, mass tourism is “just not sustainable”.

However, there is a solution that benefits travellers, local communities and companies; social entrepreneurship.

The idea of social entrepreneurship isn’t new but G Adventures is a global case study for its use within tourism.

“When we get that intersection between extreme poverty and tourism, we can create great things like wealth distribution, poverty alleviation, that people never thought could be possible before,” Poon Tip said.

It all depends on how you capitalise on the value chain created when someone decides to travel.

When tourism companies partner with local people, everyone wins. Photo / G Adventures

Hacking the value chain

Since travel is a privilege, it comes with responsibility, which travellers can approach one of two ways, Poon Tip says.

The first way is “mainstream tourism”. This involves booking with tourism providers that are cheap, amenity-rich or owned by non-local people. It looks like visiting Mexico but staying at an all-inclusive resort owned by an American company or travelling to Bali and only eating at cafes owned by Australians. The result is what experts call ”tourism leak” and is why, when a tourist spends US$100 towards a holiday in a developing country, only $5 stays in that country’s economy, according to UNWTO.

The second way is community tourism, which G Adventures describes as “everybody being included in the value chain”.

“When you go on holiday, everyone benefits from you going on holiday,” Poon Tip said, describing it as a “two-way dialogue” between travellers and locals, directly.

“It’s about being mindful of the impact your holiday spending could have and directing that money towards locals, in a way that changes lives.”

Your taxi from the airport could be through a co-op that provides jobs to women in India. Lunch is eaten at a Vietnamese cooking school training street children in hospitality skills. Your tour group stops at a small women-run weaving business that sells authentic crafts, shares culture with tourists and presents an appealing career for young people who would otherwise move to a big city.

“We’ve talked about this at G Adventures for years, that going on holiday could be your form of giving back,” Poon Tip said.

Holidays for good

As wonderful as it would be, the idea of vacations-as-altruism does feel like a stretch. It’s also a convenient pitch for a tourism company founder to make. Surely $4000 is better sent directly to a charity on Costa Rica rather than taking a holiday in Costa Rica?

Poon Tip says yes, donating to charities is impactful but not a reality for younger generations, for three reasons.

“I think the next generation is not just going to give their money to someone because there is too much transparency in business now,” he said, describing how large portions of a donation often go towards administrative costs.

Secondly, younger people want to be more intimately involved with causes and fully understand what someone is going through instead of throwing money at a charity. Thirdly, Poon Tip said social enterprises had more impact, faster.

“Charities are not the ones who are changing the world right now. It’s Bill Gates, it’s Jeff Bezos, Elon Musk before he went weird, Ted Turner,” he said.

While describing vacations as generous feels farfetched, G Adventure’s founding logic does make sense.

If spending money on a trip, why not make that money go further? Why not prioritise local initiatives that, not only benefit local people directly but also offer a more genuine experience of the place and people I’ve come so far to see?

Because, if I’ve travelled for days (as most Kiwis must) to reach a far-flung destination, you can bet I’m not interested in feeling right at home.

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A ‘Tipping Point’ for News in New Zealand

“There was no single trigger that caused this,” James Gibbons, a regional executive at Warner Bros Discovery, said.

The parking lot of what appears to be a studio, with a big billboard for Newshub on one of the walls.

By Natasha Frost

The Australia Letter is a weekly newsletter from our Australia bureau. Sign up to get it by email. This week’s issue is written by Natasha Frost, reporting from Auckland, New Zealand.

In a few short months, New Zealand is likely to lose about 20 percent of its journalists and television news producers.

“We’ve had death by a thousand cuts going on for at least a decade in New Zealand,” said Colin Peacock, the producer and presenter of the Radio New Zealand show Mediawatch. “This feels like a tipping point.”

Last week, Newshub, the news arm of Three, a television station owned by Warner Bros Discovery, announced that it would shut down by June 30. That means the elimination of more than 200 jobs and the death of one of two free TV news stations in New Zealand.

Today, its main competitor, TVNZ, said that it too would be eliminating dozens of jobs. On the chopping block are two daily newscasts; Sunday, a long-form current affairs show; and Fair Go, a consumer rights program that has run for 47 years.

Many of the shows that so far have survived the ax, like Seven Sharp and Breakfast, are lighter fare, with more obvious commercial viability. “They’re keeping the ones that they can put integrated advertising — basically sponsored content — into,” Mr. Peacock said.

At both outlets, executives cited challenging economic conditions and declining advertising revenues, problems that have also hit the media industry in the United States . TVNZ, for instance, expects to lose 15.6 million New Zealand dollars, about $9.6 million, for the year ending in March.

“There was no single trigger that caused this,” James Gibbons, a regional executive at Warner Bros Discovery, told the local news media in New Zealand about the closure of Newshub. “Rather, it was a combination of negative events in New Zealand and globally. The impacts of the economic downturn have been severe, and the bounce back has not materialized as expected.”

What is set to be lost within the New Zealand news media landscape does not seem recoverable, said Duncan Greive, a media commentator and the founder of The Spinoff, a New Zealand news outlet.

“So many really, really dedicated people — some of the absolute pinnacle of the profession in this country — are likely to lose their jobs,” he said. “And it’s hard to imagine they will do a similar job with a similar impact in this country.”

New Zealand currently employs roughly 1,600 journalists , according to the country’s census, for its population of about 5.2 million people.

Those journalists do a lot with a little: Aside from its two television broadcasters, New Zealand has nearly two dozen daily newspapers, as well as two Sunday broadsheets; a selection of newsmagazine brands, including The Listener and North and South; and multiple independent publishers like Metro and The Spinoff.

Smaller outlets are also under strain. The Pantograph Punch, an online arts and culture journal founded in 2006, this week announced that it was going on an indefinite hiatus from the end of the month because of a lack of money, including from public funding bodies.

Unlike some other commonwealth countries — Australia, Britain and Canada, for instance — New Zealand does not have a fully integrated public broadcaster across radio and television. Although TVNZ is a state-owned corporation, it is commercially funded through advertising. (Radio New Zealand is the country’s only fully publicly funded broadcaster.)

Some, including Chris Hipkins, the leader of the opposition, have urged the government to step up to give TVNZ greater support. But in comments to reporters, Prime Minister Christopher Luxon talked down that possibility. “It’s unlikely we’re going to have any further ownership of media assets,” he said.

“Their instinct is not to intervene in the media marketplace at all,” Mr. Peacock said of the present coalition government, which is led by the center-right National Party. “They acknowledge that the news media has an important role to play in democracy, in keeping people informed, but they really don’t want to commit to any kind of bailout.”

It was hard to imagine any individual or corporation stepping forward to save the day or support the country’s news media, Mr. Greive said.

“These decisions have an air of finality to them, and they don’t seem like they’re a cry for help,” he said. “They don’t want help, because they don’t imagine a world where they can ever afford to do this.”

Here are the week’s stories.

Australia and New Zealand

Why More American Weapons Will Soon Be Made Outside America. With the wars in Ukraine and Gaza straining U.S. arsenals, Washington is seeking to expand production with global partners like Australia.

An Australian Watchmaker Creates His Own Path. Reuben Schoots has been trying to build a business in a country that lacks a horological heritage. It hasn’t been easy, but he’s making progress.

Judge Awards $6.2 Million to New Zealand Volcano Victims. Dozens of tourists and guides were killed or injured when a volcanic island erupted in 2019. The disaster was ruled to be a violation of New Zealand’s workplace safety rules.

Around The Times

How to Grow Old Like Isabella Rossellini. “How do I fulfill the rest of my life? That question came to me very clearly at 45, and I didn’t have an answer.”

One Twin Was Hurt, the Other Was Not. Their Adult Mental Health Diverged. A large study of “discordant twins,” in which only one suffered abuse or neglect, adds to evidence linking childhood trauma to adult illness.

A Grainy Photo and a Dilemma: How U.K. Papers Are Covering Princess Catherine. In a country where the health struggles of even public figures are generally viewed as out of bounds, journalists are trying to balance the right to privacy with a thirst for royal stories.

Are you enjoying our Australia bureau dispatches? Tell us what you think at [email protected] .

Like this email? Forward it to your friends (they could use a little fresh perspective, right?) and let them know they can sign up here .

Natasha Frost writes The Times’s weekday newsletter The Europe Morning Briefing and reports on Australia, New Zealand and the Pacific. She is based in Melbourne, Australia. More about Natasha Frost

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A trial of New Zealand tourism operators in the volcanic eruption that killed 22 people ends

FILE - In photo provided by Michael Schade, tourists on a boat look at the eruption of the volcano on White Island, New Zealand, Dec. 9, 2019. A trial of New Zealand tourism operators accused of safety breaches after 22 people died in a 2019 volcanic eruption ended Tuesday, Oct. 31, 2023, with the last remaining defendant being found guilty on one count. (Michael Schade via AP, File)

FILE - In photo provided by Michael Schade, tourists on a boat look at the eruption of the volcano on White Island, New Zealand, Dec. 9, 2019. A trial of New Zealand tourism operators accused of safety breaches after 22 people died in a 2019 volcanic eruption ended Tuesday, Oct. 31, 2023, with the last remaining defendant being found guilty on one count. (Michael Schade via AP, File)

FILE - Plumes of steam rise above White Island off the coast of Whakatane, New Zealand, on Dec. 11, 2019, following a volcanic eruption on Dec. 9. A trial of New Zealand tourism operators accused of safety breaches after 22 people died in a 2019 volcanic eruption ended Tuesday, Oct. 31, 2023, with the last remaining defendant being found guilty on one count. (AP Photo/Mark Baker, File)

FILE - In this photo provided by the New Zealand Defence Force emergency workers recover bodies from White Island on Dec. 13, 2019, after a volcanic eruption in Whakatane, New Zealand. A trial of New Zealand tourism operators accused of safety breaches after 22 people died in a 2019 volcanic eruption ended Tuesday, Oct. 31, 2023, with the last remaining defendant being found guilty on one count. (New Zealand Defence Force via AP, File)

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WELLINGTON, New Zealand (AP) — A trial of New Zealand tourism operators accused of safety breaches after 22 people died in a 2019 volcanic eruption ended Tuesday with the last remaining defendant found guilty on one count.

The three-month, judge-only trial against 13 groups already saw six plead guilty and six have charges against them dismissed. The charges were brought by regulators and carried fines as a maximum penalty.

White Island, the tip of an undersea volcano also known by its Indigenous Māori name Whakaari, was a popular tourist destination before the eruption. There were 47 tourists and tour guides on the island when superheated steam erupted, killing some people instantly and leaving others with agonizing burns.

The final remaining defendant in the trial was Whakaari Management Ltd., the holding company for the island’s owners: Andrew, James and Peter Buttle.

Judge Evangelos Thomas found the company guilty on one charge, saying it had failed to do a risk assessment despite being aware of an eruption three years earlier, which hadn’t harmed anybody because it happened at night.

FILE - A statue of New Zealand politician Richard Seddon stands outside Parliament in Wellington, New Zealand, Sunday, July 5, 2020. Hackers linked to the Chinese government launched a state-sponsored operation that targeted New Zealand's Parliament in 2021, the country's security minister said, Tuesday, March 26, 2024. (AP Photo/Mark Baker,FILE)

“What should then have been obvious to every Whakaari stakeholder was that any risk assessment and risk management processes in place had failed,” the judge said. “They would not have prevented serious injury or loss of life had tours been operating on the island at the time.”

The judge said the company should then have sought expert advice and either stopped the tours entirely or put controls in place. The judge dismissed a second charge against the company.

Among those to testify in the trial were a newly married couple from Richmond, Virginia, who both survived the eruption.

Lauren Urey, 35, said she and her husband Matt ran for their lives and hid behind rocks after seeing a huge plume rising from the volcano.

“I remember me screaming in agony. My body was sizzling,” Lauren Urey told the judge. “I said: ‘I love you so much. I’m going to die today.’”

The organizations that had earlier pleaded guilty included three companies that operated helicopter tours , one that operated boat tours, a scenic flight operator, and New Zealand scientific agency GNS Science.

The organizations will be sentenced in February, with each facing a maximum fine of 1.5 million New Zealand dollars ($875,000).

tourism articles nz

Scenarios for New Zealand tourism: a COVID-19 response

Journal of Tourism Futures

ISSN : 2055-5911

Article publication date: 29 March 2022

Issue publication date: 10 August 2022

A case study about the creation of four scenarios that were used to make sense of the fast-moving pace of COVID-19 and the consequences for New Zealand tourism.

Design/methodology/approach

Adapting global visitor economy scenarios, a set of New Zealand tourism scenarios were constructed using a “back of house Shell” method and were supplemented with an expert panel to test the reliability and validity of the scenarios.

The four scenarios constructed were based on two critical uncertainties, namely economic recession and the moral dilemma of the consumer. Four scenarios were portrayed using film and TV titles to help participants visualise the scenarios. Crazy Rich Asians: Recovery represented many of the attributes of tourism in New Zealand prior to COVID-19 i.e. a focus on high value tourists from Asia. Contagion: Survival of the Fittest represented the reality of the COVID-19 pandemic. This Side of Paradise: ReThinking Tourism focused on rebuilding tourism based upon the principles of sustainability. The Colony: Gated Communities represented fortress destinations trying to keep COVID-19 at bay. Each scenario portrayed several features including a unique narrative, tourism, the tourist, vision, strategy and risks. The paper highlighted the trade-offs and conflicts between the scenarios as COVID-19 unfolded in different directions.

Originality/value

In a fluid situation, the paper reminds readers of the value of scenarios as framing devices to understand the fast-moving pace of COVID-19 when New Zealand was in unchartered waters. Thus, this study highlights how a scenario-planning process builds resilience and foresight to help stakeholders and actors make sense of crisis situations.

  • Scenario planning
  • New Zealand
  • Tourism policy

Yeoman, I.S. , Postma, A. and Hartman, S. (2022), "Scenarios for New Zealand tourism: a COVID-19 response", Journal of Tourism Futures , Vol. 8 No. 2, pp. 177-193. https://doi.org/10.1108/JTF-07-2021-0180

Emerald Publishing Limited

Copyright © 2022, Ian Seymour Yeoman, Albert Postma and Stefan Hartman

Published in Journal of Tourism Futures . Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode

Introduction: a New Zealand context

Soon after the outbreak of the COVID-19 pandemic in March 2020, it became clear that the entire tourism industry was suffering from the crisis ( UNWTO, 2020 ). Governments in various countries began to put a lot of efforts to support measures. It seemed that efforts were predominantly focused on the short term to keep the damage for their economies to a minimum and to prevent businesses from going bankrupt. The fear and anxiety brought on by the pandemic was exacerbated by a lack of a clear, long-term perspective of what the future might look like.

New Zealand's tourism market, like the rest of the world, has suffered because of COVID-19. When Prime Minister Jacinda Arden decided to close the country's borders to everyone but citizens and permanent residents from 19 March 2020 ( RNZ, 2020 ), thus in one fell swoop New Zealand's largest export market, international tourism, came to a sudden halt. Such a decision and impact had never been seen before in modern times ( Gössling et al ., 2020 ). New Zealand's response was like many other countries such as Australia, India, UK, the Netherlands, China and USA. Every country in the world imposed restrictions on international travellers and globally tourism came to a halt ( UNWTO, 2020 ).

As an isolated island nation which promptly implemented strict border controls, New Zealand avoided many of the health consequences and deaths associated with COVID-19. As of 9 May 2021 [1] , the country had reported 2,642 cases and 26 deaths compared to 158,000,000 cases and 3,290,000 deaths globally. Too put this in perspective, deaths per 100,000 people are 191.31 in the UK compared to 0.53 in New Zealand according to the John Hopkins Research Centre [2] . The impact of COVID-19 on tourism is forecasted to be a loss of up to NZ$17.28bn compared to 2019 ( TNZ, 2020 ). The impact on industry included Air New Zealand's profits falling from NZ$109m in 2019 to a loss of NZ$72m in 2020 ( Zealand, 2021 ). Destinations reliant on international tourism, especially in the South Island of New Zealand such as Queenstown, Fox Glacier and Franz Joseph glaciers, saw huge falls in visitors and now resembled ghost towns ( Houseman, 2021 ).

New variants of the COVID-19 have emerged, and the impacts of the pandemic are going to be long term. The New Zealand government decided that the future of tourism was going to be based upon the reporting of the Tourism Futures Task Force [3] , an advisory panel of experts and stakeholders which was focused on a post-COVID-19 strategy for when the pandemic ends. But what if there was no end to COVID-19 and this became the norm for the future? Is a future beyond COVID-19 a return to what New Zealand was in 2019, or will the future be a transformation and re-imagination based upon the principles of regenerative tourism ( Ateljevic, 2020 ; Cave and Dredge, 2020 )? Will New Zealand open to tourists but then have to close once again as COVID-19 re-emerges? Questions still remain on how long the virus will remain among us and how long the crisis will last. This situation creates fear and uncertainty, especially because there is no clear future perspective of the impact on tourism and travel.

Purpose of this paper

Based upon an explorative consulting project between the European Tourism Futures Institute (ETFI) (Netherlands), The Centre of Expertise Leisure, Tourism and Hospitality (CELTH) (Netherlands) and Te Herenga Waka – Victoria University of Wellington (New Zealand) scenarios where constructed that ponder the future of New Zealand tourism. The scenarios draw upon the works of Dr Ian Yeoman and Professor Albert Postma scenario planning publications and Dr Stefan Hartan's research on destination resilence. In mid April 2020, a group of experts at CELTH scanned the media to identify relevant variables that may impact the future of the global tourism [4] . A review and analysis of the outcomes led to a shortlist of forces that were assumed to drive the future of tourism and travel in the medium term to 2025. The two driving forces with the highest perceived impact and the highest perceived unpredictability were used to develop four explorative post-COVID-19 scenarios of the global visitor economy. These scenarios were used to build a set of New Zealand focused scenarios supported by a local expert panel to explore the implications of COVID-19 for New Zealand and potential strategic responses. The scenarios were used as an initial test to consider the uncertainties and rapidly changing situation associated with COVID-19. Fundamentally, the scenarios allowed users to make sense of the complexities based upon unfolding events, what may happen and identifying underlying assumptions ( Yeoman et al ., 2005 ).

The importance of resilient destinations

The outbreak of COVID-19 has shown the tourism industry – in a direct, urgent and sometimes painful manner – the importance of anticipating and adapting to disruption and perturbations. Such perturbations can range from “shocks” that take place in a relatively short time frame (e.g. natural and environmental disasters, terrorism, macroeconomic shocks, new technologies, pandemics) and “slow burns” that take relatively more time to develop (e.g. demographic change, climate change, lifestyle changes). Both shocks and stresses cause perturbations that can bring businesses, industries and destinations out of balance ( Hartman, 2018 ). Systems cope with and respond to pressure by means of adaptation, a process fuelled by the choices and actions of individual and (semi-)interdependent agents ( Hartman et al ., 2020 ). Heslinga (2021) argues that “a destination which has the ability to continuously change, adapt and transform in response to stresses and tensions” can be defined as a resilient destination .

Resilience is understood as the ability of systems “to change, adapt, and, crucially, transform in response to stresses and strains” ( Davoudi and Porter, 2012 , p. 302). It takes the perspective that system states are endless and that systems are always in a somewhat restless state of becoming, by means of adaptation, co-evolving continuously due to interactions with other systems ( Hartman, 2018 ). Basically, destinations that are driven away from the business-as-usual scenario from the impact COVID-19, as agents adapt to changing circumstances, they will never fully return to business as usual as the tourism economies are scared ( Barrett et al ., 2021 ). Thus, the future will contain traces of multiple if not all scenarios, creating new system states that may over time as agents keep adapting and fundamentally differ from pre-COVID-19 situations.

Types of scenarios

There are many types of scenarios ( Schneider and Rist, 2014 ). These can be subdivided into three major types: goal-oriented, predictive and explorative.

Goal-oriented or aspirational scenarios

In response to the industry's call for help, authorities have presented alternative strategies or roadmaps to get out of the crisis or keep the negative implications as small as possible. Such scenarios are normative and are called goal-oriented or aspirational scenarios ( Corry, 2020 ). They give alternative visions of the future and how they can be achieved. They refer to what should happen , the future we want and usually cover a period of three months to ten years.

Predictive scenarios

To provide the authorities with proper information, institutions such as the Robert Koch Institute in Germany make forecasts of the expected development of, for example, the number of infected citizens and the number of admissions to ICU departments in hospitals. These so-called predictive scenarios are linear projections or prognoses based on statistical analysis of historic data and extrapolation by means of statistical models ( Amer et al. , 2013 ). A well-known example of predicative scenarios is the projection of global tourism till 2030 that the World Tourism Organization has used since 2010 ( UNWTO, 2011 ).

Such scenarios can be plotted on a graph, often with a high, average and low forecast. These scenarios refer to a future that is singular, to what will happen and usually anticipate a period of up to five years.

Explorative scenarios

A third type of scenario is explorative scenarios. These are based on key uncertainties in the long term and explore what could happen on a time horizon of at least five years if the key uncertainties develop in specific directions. Here the future is considered to be plural ( Van Rijn and Van der Burgt, 2012 ). The key uncertainties could refer to the macro, meso and/or micro environment of a business, organisation or destination ( Postma and Papp, 2020 ). Contrary to the aspirational and predictive scenarios that have mostly been presented and discussed in relation to the COVID-19 pandemic in the public domain, in March 2020 ETFI planned to develop explorative scenarios in its drive to develop a futures’ perspective for the global visitor economy.

Explorative scenarios are rooted in the idea that global society in general, and the visitor economy, is a so-called complex adaptive system ( Milestad et al. , 2014 ). A complex adaptive system comprises numerous elements such as individual businesses, destinations, consumers, national states and a high level of interconnectedness. The complex network of relations, the interdependencies between its components and its open nature (being exposed to forces driving change from the outside-in) makes the system vulnerable to the impact of forces from the outside or from within. Feedback (learning and adapting) and feed-forward loops (predicting, planning) can have a positive effect by amplifying or reinforcing actions and negative effects by dampening or suppressing actions ( Gershenson et al. , 2021 ; Hartman, 2021 ). This not only allows systems to adapt but also enables systems to develop in an unpredictable way and it may cause the system to grow, to collapse and reorient or to transform over a short or long period of time and to arrive at a different equilibrium with new actors, innovations, business types, concepts.

The COVID-19 pandemic is an example of a shock with disruptive implications for the global visitor economy. The complexity of the system implies that it is impossible to predict its (single) future. The best way to know the future is to explore multiple plausible scenarios. These scenarios can then be used to arrive at strategies and measures to prepare for what may come and so to become more resilient ( Postma and Yeoman, 2021 ).

Scenario development process

Horizon scanning.

The first step in the scenario development process was to identify the forces at work associated with the pandemic and the uncertain impacts on the visitor economy. This started with horizon scanning. Horizon scanning, also referred to as environmental scanning, dates back to the works by Aguilar (1967) and Ansoff (1975) on identifying weak signals as early indications of change. It implies a search process at the margins of the known environment and, if possible, just beyond ( Slaughter, 2002 ). Horizon scanning is a systematic search for weak signals as early indications of emerging issues or change, trends or other developments, wild cards, persistent problems, opportunities, risks and threats. The outlook includes matters at the margins of current thinking that challenge past assumptions concerning the subject of investigation ( Booth et al ., 2009 ; European, Directorate-General for and Innovation, 2016 ; Saritas and Smith, 2011 ; van Rij, 2010a , b ).

CELTH used an issue-centred approach. Contrary to the exploratory approach, this approach focuses on identifying core documents that describe substantial parts of potential issues related to, in this case, the possible consequences of COVID-19. The focus has been on the discourse of academics and other experts in background articles in the media from 26 March to 21 April 2020, both nationally and internationally ( Amanatidou et al. , 2012 ). The CELTH researchers have approached horizon scanning as “a creative process of collective sense-making by way of collecting and synthesising observations that hold potential for the formulation of pertinent future developments” ( Könnölä et al ., 2012 ). The time horizon was set at the period till 2025. The varied fields of expertise of the researchers allowed for a diversity of observations. However, no measures were taken to prevent researchers' bias. The researchers' observations were collected and consolidated into a list of about 35 relevant forces associated with the visitor economy and tourism post-COVID-19, along with thoughts about the dimensions of each force.

Environmental analysis and driving forces of changes

In the next phase, environmental analysis, the aim was to identify clusters of cause and affect relations and similar connotations in order to get a better understanding of the forces that would drive the change of the visitor economy during the period until 2025. This resulted in six clusters, each representing a force that could drive the future of the visitor economy post-COVID-19: the attitude of countries/national governments, the attitude of the (semi)public sector, the attitude of large (multinational) businesses, the attitude of the citizen (in its role as consumer) and the length and depth of the crisis.

Impact and uncertainty and key uncertainties

The researchers ranked the driving forces according to its perceived level of impact and the perceived level of unpredictability and importance by uncertainty matrix. The attitude of the citizen (in its role as consumer) and the length and depth of the crisis were regarded the most impactful and unpredictable, and so these were chosen as key uncertainties that would frame the four explorative scenarios (( Postma et al. , 2020 ; Postma and Yeoman, 2021 ). The unpredictability of both forces was framed by formulating two plausible extremes. These extreme yet plausible outcomes of both driving forces complete the scenario framework ( Table 1 ).

Four scenarios for global tourism post Covid-19

The two key uncertainties and their respective extreme outcomes frame four future scenarios for 2025: business as usual, with a continued growth of the visitor economy; survival of the fittest, in which the visitor economy has collapsed; business as unusual, characterised by a visitor economy in transition and responsible tourism, with a visitor economy that has transformed. The scenarios and their key features are presented in Figure 1 ( Postma et al. , 2020 ).

Scenarios for New Zealand

The next stage involved building a scenario set for New Zealand as scenarios are seen as living documents and adaptive systems ( Davoudi and Porter, 2012 ), in which they change because of different circumstances and become enriched ( Checkland, 1981 ). The starting point was the global scenarios of Postma et al. (2020) as previously discussed.

Finding a response

Scenario planning is often part of a de facto political process that requires the participation of key stakeholders ( Yeoman and McMahon-Beattie, 2014 ). This stage involved the establishment of an advisory panel of key stakeholders and experts from New Zealand tourism, academia and futures-based organisations, four people in total ( Table 2 ). The purpose of the panel was to test the New Zealand scenarios for legitimacy, provide input for content and to debate the content of the scenarios. The panel was selected by the authors based upon a combination of availability, willingness to help and an understanding of the New Zealand tourism system and bigger picture. The scenario construction process followed a “back of house” or “kitchen table” approach as advocated by Pierre Wack for speed and accuracy which is important when scenarios are constructed in times of crisis ( Chermack and Coons, 2015 ). The purpose of the scenarios was never to provide a deep analytical picture of New Zealand tourism and COVID-19, but provide a top-level or big picture situational analysis ( Yeoman et al ., 2005 ).

Scenarios as film titles

To communicate the ideas of the scenarios more effectively, Postma's scenarios were adapted from a visual perspective for a more dramatic effect ( Arnheim, 1970 ; Kurvits et al ., 2019 ). One such method is to use well-known film titles which act as metaphors for the scenarios and create a perception and internal visualisation for participants of what scenario may look like ( Aikio et al. , 2005 ). Using film titles brings association, realism and connection between the film, scenarios and real world, thus bringing the scenarios to life ( Yeoman et al ., 2021 ).

Business as Usual became Crazy Rich Asians: Recovery ( Chu, 2018 ) which is a film that follows a Chinese-American professor who travels to meet her boyfriend's family and is surprised to discover they are among the richest in Singapore . The film represented many of the attributes of tourism in New Zealand prior to COVID-19 i.e. a focus on high value tourists from Asia. Survival of the Fittest was changed to Contagion: Survival of the Fittest ( Soderbergh, 2011 ). This film plot concerns the spread of a virus transmitted by respiratory droplets and fomites, attempts by medical researchers and public health officials to identify and contain the disease, and the loss of social order in a pandemic. This film title was selected because of the reality of the COVID-19 pandemic and represented a worst-case scenario for New Zealand tourism. Responsible tourism was changed to This Side of Paradise: ReThinking Tourism ( Senensky and Roddenberry, 1967 ) which is a Star Trek episode in which the USS Enterprise visits an utopian colony but it is not all what it seems, as utopia to one person is a dystopia to another. This TV episode was selected because of the focus on utopian paradises and previous work of the authors ( Yeoman et al ., 2015 ). The final scenario, Business as unusual , was changed to The Colony: Gated Communities ( Hedden, 1995 ) as this film follows a carjacking, a man and his family move into an Orwellian-like gated community where the billionaire owner controls the residents' lives. There are draconian rules, armed guards all over and cameras in all the rooms. Then sinister things begin to happen. The title was selected because it represented New Zealand as a fortress destination trying to keep the virus at bay (see Figure 2 ).

Crazy Rich Asians: Recovery – continued growth

We imagine a future where we just want to get back to normal. Tourism New Zealand's marketing campaign says, “Live More, Fear Less”. This scenario presumes COVID-19 has been eliminated and contained across the world. “It just sort of went away” as US President Donald Trump tweeted. Global tourism has rebounded quickly, evident by wealthy tourists – many from buoyant Asian markets – returning to New Zealand in hordes to spend, spend, spend. We see unrestrained behaviour in Queenstown as the party central. Over-tourism has re-emerged in hotspots such as the Church of the Good Shepherd and mass tourism seems to be the new norm. In the drive for recovery, sustainable tourism guidelines were suspended. This meant imported moose from Canada are again roaming in Southland. Big game shooting is a high-yield tourism activity.

Domestic travel in China is already beginning to recover ( Zhang et al ., 2021 ).

Air travel recovered within six months of the SARS outbreak. While analysts predict it will take longer post-COVID-19, it is clear demand will remain even after a big crisis ( Hung et al ., 2018 ).

At the time of writing this paper, there where 90 vaccines in clinical trials across the globe ( Mahase, 2020 ).

Tourism perspective

Fast recovery of global tourism and the return to mass tourism;

Strong economic growth, flourishing visitor economy;

New niche products and the experience economy;

Social and ecological pressure;

Hedonism and egoism.

The tourist

As the world took dramatic action to contain COVID-19 and we saw the elimination of the virus, consumers quickly returned to destinations and pent-up demand rose dramatically.

The rush to reopen.

Live more, fear less.

This is what industry wants based upon the principles of Keynesian economic growth ( Rand, 1967 ).

Contagion: Survival of the Fittest – collapse

COVID-19 has spread throughout the world, no one has escaped. Like the common cold, there is no vaccine. Globally, social disorder prevails. We now live in a world where tourism as we know it has disappeared, although a few of the super-rich have descended on Stewart Island – now a gated community of the privileged class. Across the world, protectionism prevails, and New Zealand is a third world country according to OECD indicators. Social deprivation is everywhere. Tourism is only for the elite in society and those tourists can be spotted in eco-resorts such as Eagles Nest and on Kiwi safaris. It resembles apartheid in South Africa, the economic and class divide has never been so great.

Dramatic fall of international arrivals globally, no country or company has escaped ( UNWTO, 2021 ).

Make American Great (again) ( Kinney, 2018 ; Le, 2017 ).

Rise of protectionism, “me first” and fight for health supplies ( Noland, 2020 ; Rukshad, 2020 ).

Disparity of success and failures;

Polarisation of society and the economics of apartheid;

Fierce competition on price;

“Me first”;

Protectionism, keep it out.

The end of tourism as we known it except for the super-rich;

Polarised society;

The end of tourism.

This is your exit strategy.

This Side of Paradise: ReThinking Tourism – transformation

COVID-19 has changed the world and tourism has changed too. We are more altruistic and take a collective approach to collective well-being and towards others in society. It seems as if tourism has grown to be the solution for New Zealand's problems. Tourism is right at the heart of our communities with the balance between residents, business and tourists just about right. We are the “EcoParadise” according to United Nations World Tourism Organization. As a consequence of the pandemic and the 100% Pure New Zealand Climate Change and Sustainable Tourism Act of 2021, the country enacted a whole series of changes within the industry beginning with a certified green hotel scheme in which every hotel in New Zealand is graded from a sustainability perspective. Stewart Island was the first community in the country to abandon the petrol combustion engine, with all transport being either hydrogen cells or electric. All of Air New Zealand's domestic schedule is on course to be electric planes by 2030, thanks to an accelerated research, design and build programme with Airbus. Our conservation credentials are the best.

Huge rise in #supportyourlocal initiatives for restaurants and hotels ( Gössling et al. , 2020 ; Holly, 2020 );

Restaurants donating unused food to food banks and employees who have been hard-hit by the lockdown ( Tahira, 2020 );

Drive to rethink tourism with a focus on communities and sustainable futures ( Higgins-Desbiolles, 2021 ).

A rethinking of tourism's relationship with the ecosystem;

A sustainable and balanced future;

Conscious, well-informed, responsible holiday behaviour;

Rethinking capitalism.

Consumer behaviour, naturally more risk averse during the crisis will have changed habits for the longer term. An altruistic and collective approach to society. A focus on trust.

Utopias are never achieved as there is no desire to re-imagine.

Not taking the opportunity.

Eco paradise.

This is what government, conservationist's and some of industry want.

The Colony: Gated Communities – in transition

The narrative.

COVID-19 is a permanent feature but governments step in to manage it with regulation. Our borders closed, then open again as waves appear and disappear. We live in a world that is not back to normal, but we can operate in a relatively safe environment. Generally, we are more risk-averse. From a tourism perspective, the middle classes have been squeezed so tourism is less than what it was before. We do have Australian tourists who are in our bubble and international tourists who carry a WHO certificate as COVID-19 free. Track and trace is the norm as Google is now working with the government so they know where you are and what you are doing. Tourism New Zealand's marketing campaign “Cocoon in New Zealand” struck a chord. We are a safe place to holiday, relatively speaking.

The plan for a “Trans-Tasman Bubble” to allow Australians and New Zealanders to flow between the countries ( Edwards, 2020 ; Wilson, 2020 ).

Regular citizens are beginning to take action against tourists, who use precious resources and are potential carriers for the virus ( Bennett, 2020 ).

Travel plans will be scrutinised through the lens of what is safe, rather than what used to be popular (image and status) ( Sharfuddin, 2020 ; Yeoman, 2020 ).

The super-rich escaping to sustainable, escapist and untouched locations as isolation and purity become code for premium ( Yeoman, 2020 ).

Squeezed middle classes, not what it used to be;

Local rather than global, domestic and regional markets;

Gated and island communities;

It never goes away;

Smart destinations and a big brother society;

Self-sufficiency;

Focus on health and well-being;

Collectivism;

Re-emergence.

A world where COVID-19 is a permanent feature but governments step in to manage it with regulation. The scenario would see borders close when infection emerges and would mean companies could operate in “a relatively stable and prosperous business environment” but be prepared for restrictions being put in place. Consumer behaviour, naturally more risk averse during the crisis, will have changed habits for the longer term. This means travel companies will need to earn trust again.

Leakage: It's constant.

Your Cocoon.

This is what you think it is going to be.

Discussion points: scenario conflicts

Fans of post-apocalyptic literature will no doubt be aware of the novel World War Z , by Brooks (2006) , which became a star-vehicle for Brad Pitt in 2013. In it, a pandemic transforms the sick into zombies, killing 85% of the Earth's population. But some far-sighted countries managed to stem the tide and save their population, notably Israel, which decided to close its borders to protect its citizens from the mysterious virus which originated in China. It was Israel's portrayal in the film which inspired this scenario. New Zealand was Israel. An isolated island which closed its borders to the rest world, thus the scenario The Colony: Gated Communities became the central scenario in the scenario set. A country trying to keep COVID-19 at bay as the rest of the world is overrun by the COVID-19 pandemic. New Zealand was a fortress or gated community cut off from the rest of the world. Life has been relatively normal through 2020–2021 as the country operated at level 1 ( Cumming, 2022 ; Gordon and Baker, 2015 ; RNZ, 2020 ) within the countries pandemic planning system, meaning life was normal except for closed borders. This was a scenario about resilience, containment and safety. The scenario expected breaches in which COVID-19 would get into the community. This did happen with minor breaches through managed isolation quarantine facilities ( Cumming, 2021 ). Without doubt, tourism in New Zealand has suffered as the country lost its largest export earner – international tourism. Regions and destinations within New Zealand with higher dependency on tourism, i.e. Northland, Queenstown Southland, etc. suffered more than others. The government strategy based upon The Colony: Gated Communities has been a successful one in the terms of COVID-19 deaths and cases compared to the rest of the world. However, all scenarios have pressures. Most notable has been the wariness of the New Zealand population, compliance with lockdowns, vaccination mandates and a top-down government approach to managing COVID-19 which resulted in the occupation of the Parliament grounds in Wellington in February 2022 ( Duliba et al. , 2022 ; Henrickson, 2020 ; Szöllősi-Cira, 2022 ).

Within New Zealand there was a drive to create a legacy – how does the tourism industry move to This Side of Paradise: ReThinking Tourism scenario? This would transform the industry based upon the principals of sustainability and regenerative tourism ( Cave and Dredge, 2020 ). This was the task of the Tourism Futures Task Force ( MBIE, 2021 ), to re-imagine New Zealand tourism for a better world. However, the motives were political and utopian in order to accelerate present government polices ( MBIE, 2019 ) and other publications and policies on the horizon, i.e. Not 100% – but four steps closer to sustainable tourism from the Parliamentary Commissioner for the Environment ( Upton, 2021 ). This scenario was driven by many advocates within government, academia and the third sector. This perspective reflected a reset for New Zealand tourism based upon the principles of socialism (which was the government party), de-growth and climate change. In particular, the Department of Conversation, which has a legislative responsibility (Conservation Act of 1987) managing the natural and historical heritage of New Zealand through National Parks and the Conservation Estate, was pushing this agenda. As a consequence, the New Zealand – Aotearoa Government Tourism Strategy ( MBIE, 2019 ) was suspended in the meantime but not forgotten. The political role for the Tourism Futures Task Force was to reposition government policy (or represent) in this world of COVID-19. A task force approach was used given New Zealand's pluralistic and consensus approach to politics. The task force mandate was advisory and independent ( Albrecht, 2017 ). Members were fundamentally technical experts and key stakeholders representing tourism organisations ( MBIE, 2021 ). The weaknesses of the task force were the notable lack of academia representation whose opinion seemed to have been marginalised during COVID-19, the strong advocacy towards a preferred future rather than taking a multiple futures perspective and a focus of a high-level aspiration ideas rather than operational and practical decisions.

Other stakeholders did not agree with Tourism Futures Task Force remit, as it conflicts between re-imagination and regrowth as many businesses during lockdown where haemorrhaging money and losses. Here, there was a very strong to desire to move from The Colony: Gated Communities to Crazy Rich Asians – Recovery as industry did not want to re-imagine given the success of the New Zealand tourism prior to COVID-19. One of the mechanisms to achieve this was a series of proposed travel bubbles initially with Australia and the Cook Islands. But these bubbles never came to fruition until mid-2021 because of the continuous breaches through MIQ facilitates and the re-emergence of COVID-19 through small community outbreaks – hence why The Colony: Gated Communities was the dominant scenario trying to prevent Contagion: Survival of the Fittest , which was the worst case scenario. In the end, the Tourism Futures Task Force activities closed early without the completion of the final report. This was because of a change in Tourism Minister from Kelvin Davis to Stuart Nash who placed stronger emphasis on recovery and a Crazy Rich Asians type scenario.

At the beginning of the pandemic, Tourism New Zealand (2020) was forecasting in May 2020 that COVID-19 would be over in six months. It quickly emerged, that this linear and simple perspective was not true given the fluidity of events. Complexity and uncertainty became the central features of COVID-19 as New Zealand needed to adopt an approach of resilience and multiplicity for policy and strategic decisions as the situation changed and evolved ( Altig et al. , 2020 ; Baker et al ., 2020 ; Mazey and Richardson, 2020 ). Thus, the scenarios became useful framework as a “back of house” framework for policy makers and stakeholders. As Davoudi and Porter (2012) stated, the value of scenarios is “to change, adapt, and, crucially, transform in response to stresses and strains”. New Zealand went through all four scenarios and these scenarios captured the complexity, relationships and movements of tourism in a COVID-19 world.

Concluding thoughts

The scenarios are a representation of how New Zealand tourism adapted the global visitor economy scenarios of Postma et al. (2020) . The scenarios played a useful role in framing the uncertainties and fluidity of COVID-19 in order that stakeholders and actors could make sense of COVID-19 to find a way forward for New Zealand tourism. The scenarios were framing devices rather than a detailed response to COVID-19; but the one advantage they had over economic forecasts and single future strategy documents is that they offered flexibility, especially as New Zealand moved between different COVID-19 tiers ( Cumming, 2021 ) and they were simple enough for most people to grasp. As such, the scenarios help to assist the various stakeholders of tourism and destination development to understand how the outside-in impact of COVID-19 can play out in different ways for the tourism system(s) as well as inform feedback loops (learning and evaluating what is actually happening) and forward loops (understanding future situations to achieve and those to avoid). Doing so helps us to understand how stakeholders have been adapting, are adapting or how they could adapt to changed circumstances in the recent past, and how they can adapt to possible and plausible changing circumstances in the (near) future. Scenarios then become a tool for tourism's stakeholders to build the adaptive capacity of the overall tourism system that allows it to cope with, adapt and transform to forces driving change that stem from outside of the systems.

Looking forward, the arrival of COVID-19 has changed New Zealand government and stakeholders' perspectives of policy and strategy making ( Eden and Ackerman, 1998 ). To many, New Zealand was perceived to be gold standard in standing out and avoiding the worst of COVID-19 compared to the rest of the world ( Mazey and Richardson, 2020 ). The sacrifice of an industry, notably international tourism, has brought a realisation that New Zealand's approach to destination planning has to move from one based on certainty , i.e. evidence based, and short termism to anticipatory ( Boston, 2017 ; Yeoman and McMahon-Beattie, 2016 ). Here, resources need to be focused on a system's thinking, futures and a scenario-planning perspective in which the future is futures rather a singular view of what the future could be. Even with the Omicron variant of COVID-19 taking hold in New Zealand (at the time of writing of this paper) the focus is on the This Side of Paradise: ReThinking Tourism scenario as the preferred future, but what if COVID-19 was to linger on, on and on or another major disruptor event occurred. Resilience, adaptability and anticipation are elements we are advocating as a way forward for New Zealand tourism and other destinations too. Thus, this paper becomes an exemplar of how tourism policy makers and strategists could frame the future in times of uncertainty and complexity.

tourism articles nz

Four post-COVID-19 scenarios for global tourism in 2025

tourism articles nz

Scenarios for New Zealand tourism

The critical uncertainties and their extreme yet plausible outcomes in 2025

Expert panel

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Yeoman , I. , Galt , M. and McMahon-Beattie , U. ( 2005 ), “ A case study of how VisitScotland prepared for war ”, Journal of Travel Research , Vol.  44 No.  1 , pp.  6 - 20 .

Yeoman , I. , Palomino-Schalscha , M. and McMahon-Beattie , U. ( 2015 ), “ Keeping it pure: could New Zealand be an eco paradise? ”, Journal of Tourism Futures , Vol.  1 No.  1 , pp.  19 - 35 , doi: 10.1108/jtf-12-2014-0017 .

Yeoman , I. , McMahon-Beatte , U. and Sigala , M. (Eds) ( 2021 ), Science Fiction, Disruption and Tourism , Channelview , Bristol .

Zealand , T.N. ( 2020 ), “ TNZ scenario models ”, Retrieved from Auckland, available at: https://www.tourismnewzealand.com/media/4119/tnz-scenario-model-may-2020.pdf .

Zealand , R.N. ( 2021 ), “ Air New Zealand revenue tumbles, airline posts $72m half-year loss ”, available at: https://www.rnz.co.nz/news/business/437127/air-new-zealand-revenue-tumbles-airline-posts-72m-half-year-loss .

Zhang , H. , Song , H. , Wen , L. and Liu , C. ( 2021 ), “ Forecasting tourism recovery amid COVID-19 ”, Annals of Tourism Research , Vol.  87 , p. 103149 , doi: 10.1016/j.annals.2021.103149 .

Corresponding author

About the authors.

Ian Seymour Yeoman is an Associate Professor of Tourism Futures at Victoria University of Wellington and Visiting Professor at the European Tourism Futures Institute and Ulster University. Dr Yeoman is co-editor of the Journal of Tourism Futures and co-editor of Channelview's Tourism Futures series. He is the author and editor of over 20 books, including forthcoming titles Science Fiction, Disruption and Tourism and Global Scenarios for World Tourism . Outside the future, Ian is New Zealand's number one Sunderland AFC fan.

Albert Postma is a Professor of Applied Sciences in Strategic Foresight and Scenario Planning at NHL Stenden University, European Tourism Futures Institute ( www.etfi.eu ). He has a background in Social Geography and did his BSc, MSc and PhD at the University of Groningen, Faculty of Spatial Sciences.

Stefan Hartman is the Head of Department at the European Tourism Futures Institute and leads challenging research projects commissioned by international non-governmental organisation, European tourism organisations and Dutch government. Stefan obtained his PhD at the University of Groningen in the field of Urban and Regional Spatial Planning on the subject of “Leisuring Landscapes”. Next to his work at ETFI, Stefan lectures at the NHL Stenden University of Applied Sciences and is an Assistant Professor at the University of Groningen.

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