KEY POINTS:
Sustainability is the focus of the New Zealand Tourism Strategy 2015, released yesterday amid growing environmental concern from tourists.
The sector accounted for 19.2 per cent of exports in the year ending March 2006 and contributed $8.3 billion in foreign exchange earnings.
Tourism Industry Association chairman Norm Thompson
said a national approach towards environmental protection and enhancement envisaged in the strategy was vital.
"Sustainability - environmental, social and financial - is the priority for the tourism industry to 2015," Thompson said.
Thompson, who is also the deputy chief executive of Air New Zealand, said tourists, particularly from Europe, were increasingly concerned about climate change and the impact of tourism on the environment.
"We must understand and meet their environmental expectations," he said.
"We must deliver in a credible way on the 100 per cent Pure promise that we use when marketing New Zealand off-shore."
Trevor Hall, chief executive of Tourism Holdings - which operates attractions including Kelly Tarlton's - said some consumers when faced with a choice would also investigate environmental credentials.
"We're hearing from our customers that there is a lift of importance in it," Hall said. "I guess it's the early signal that both countries and companies need to start taking it very seriously and investing in it."
The strategy - a joint Government and industry initiative - also identified fluctuating exchange rates, restricted aviation capacity, transport links and skilled staff among the challenges facing the sector.
Tourism Minister Damien O'Connor said the industry's future depended upon sustainability and getting more value from each visitor.
"Delivering a world class experience, ensuring the sector attracts ongoing investment, protecting and enhancing our environment and ensuring communities work together are the fundamental goals in the strategy," O'Connor said.
"The strategy sets new targets to help us measure our progress in delivering our ultimate goal, sustainable tourism."
Targets involved visitor satisfaction, reduced seasonality, increased spend, environmental best practice and positive community outcomes.
A detailed implementation plan would be completed early next year.
Association chief executive Fiona Luhrs said the organisation would work with the Tourism Ministry and Tourism New Zealand on a plan that clearly set out responsibilities.
"It's going to need quite a lot of thought," Luhrs said.
Environmental issues continued to be prominent in the British media, she added. "I don't know that it's changing their travel patterns yet but we are seeing a set of attitudes that are escalating quite quickly."