destination management
in Aotearoa New Zealand
Destination management is a collaborative approach that brings together stakeholders across a destination’s ecosystem to determine how tourism is planned, developed, and managed. It considers the social, cultural, environmental, and economic opportunities and challenges, and supports communities to shape tourism in ways that reflect their values, aspirations, and priorities. This approach enables destinations to respond to changing conditions, manage impacts, and plan for long-term success.
The Vision for New Zealand
New Zealand’s regions are the lifeblood of our tourism story. They are where visitors connect with our landscapes, people, and cultures, shaping their experience of Aotearoa New Zealand. Regional Tourism Organisations (RTOs) play a pivotal role in ensuring that tourism is not just an economic driver, but a force that enriches our communities, regenerates our environment, and strengthens our cultural identity.
Our vision is for destination management and stewardship to be the foundation of New Zealand’s tourism future—where every region actively shapes its tourism system to create enduring value for people, place, and planet. We envision a tourism sector that is balanced, place-led, and future-focused, ensuring that our destinations are distinctive, resilient, and thriving for generations to come.
Regional Case Studies
ChristchurchNZ
The Case Study
Different Strokes: The two-plan approach driving Christchurch’s tourism future.
Destination Kaikōura
The Case Study
The destination stewardship approach leading to 'astronomical results in Kaikōura.
Destination Queenstown
The Case Study
A Carbon Zero Visitor Economy by 2030: The bold goal at the heart of Queenstown Lakes’ tourism future
Northland Inc
The Case Study
Dual-heritage at the heart of Taitokerau Northland’s destination management approach.
Tourism Bay of Plenty
The Case Study
The Coastal Bay of Plenty’s trailblazing approach to Destination Management.
Tourism Central Otago
The Case Study
The sustainable tourism approach driving positive results in Central Otago.
Aotearoa New Zealand’s Destination Management Journey: Shaping a Better Future
Written by Kiri Goulter, this case study traces Aotearoa New Zealand’s shift from destination management—focused on how tourism is planned, developed, and coordinated—to destination stewardship, a values-based approach grounded in long-term thinking and collective responsibility. It explores the drivers behind this evolution, the critical role of Regional Tourism Organisations, the investment in leadership and capability, and the system-level changes needed to embed and sustain a more inclusive, resilient, and community-focused tourism future.