Vision & Values

Our vision

Leading the world in sustainable tourism

Toitū te taiao, toitū te tāpoi. E kōkiri ana e Aotearoa

To deliver on this vision, as an industry we are resilient, inclusive and innovative. We work together to provide strong benefits to the people and places of Aotearoa New Zealand. We strive to restore, protect and enhance our natural environment, while achieving economic goals and providing quality experiences that delight our visitors.

Our values


The guardianship and protection of our natural, built and cultural resources for the benefit of current and future generations.


Showing respect, hospitality, generosity and care for others.


A relationship through shared experiences and working together which provides people with a sense of belonging.