New Zealand is considering raising the international visitor conservation and tourism levy (IVL) from $35 to $100. The goal is to reduce the burden on New Zealand taxpayers and ratepayers who currently bear the costs of tourism. However, this move raises important questions about the country’s tourism strategy and the type of tourists it wants to attract.
Tourism is a significant contributor to New Zealand’s economy, generating around $17.5 billion annually before the Covid-19 pandemic. The pandemic provided an opportunity to rethink tourism policy and focus on attracting high-value tourists who contribute more to the economy. This shift towards high-value tourism aims to address issues of environmental sustainability and overcrowding at popular destinations.
While attracting high-value tourists is important for economic growth, New Zealand also prides itself on being a welcoming destination for all. This balance between exclusivity and inclusivity challenges the traditional concept of hospitality and generosity, known as manaakitanga, that is central to New Zealand’s tourism messaging.
To navigate this paradox, the Department of Conservation suggests shifting towards values-based tourism that prioritizes giving back to the environment and local communities. Tourism New Zealand is also exploring ways to attract high-net-worth individuals while promoting sustainability and Indigenous culture.
As New Zealand reopens its borders and tourism numbers recover, it is essential to define the type of tourists the country wants to attract. The Tourism Industry Aotearoa’s blueprint for the future of tourism emphasizes environmental sustainability and embracing Māori culture. Balancing exclusivity with inclusivity is key to ensuring that New Zealand remains a welcoming and sustainable destination for all visitors.
Engaging local communities in tourism planning and ensuring that benefits are shared widely will be crucial for the success of New Zealand’s tourism strategy. By fostering a more sustainable tourism industry and promoting values-based tourism, New Zealand can maintain its reputation as a welcoming haven for all travelers.