Regenerative Tourism in New Zealand: A Sustainable Future

Since passenger planes were grounded globally just over a year ago, the tourism industry has been in crisis. However, Aotearoa-New Zealand was already discussing how to ‘do tourism better’. The question is: can one of the country’s best industries become not just sustainable, but regenerative? Regenerative travel has very much come into focus in the past year, with the goal not just to keep tourism sustainable, but to leave sites even better than before the tourists arrived. Such enhancement is the crux of regenerative tourism.

Why is New Zealand Introducing Regenerative Tourism?

When the 100% Pure New Zealand marketing campaign was launched in 1999, it was regarded as ‘pure genius’ by many. Twenty years on, this branding faced risks from localized overtourism issues: Aotearoa-New Zealand’s population of around 5 million was hosting 11 million visitors per year from 2016 to 2019, and the strain was beginning to show. Tourism New Zealand was acutely aware that if locals were displeased with visitors, and visitors were not treating the country with the respect it deserved, the very essence people were going to New Zealand to appreciate—its life-affirming unspoilt environment (‘te taiao’ in Māori)—was under threat.

To help cover some of the cost of managing its world-famous national parks, an international visitors’ levy of NZ$35 was introduced in 2019. This initiative worked to allay local anxieties about the environmental cost of the visitor economy, enabling tourists to contribute to the management and protection of New Zealand’s unique natural assets.

As Tourism New Zealand’s chief executive, René de Monchy, emphasizes, ”Tourism must give back more than it takes to our people and home. We are focused on ensuring that tourism contributes across the four well-being frameworks: economy, nature, culture, and society.”

New Zealand’s Regenerative Tourism Goals

Ambitious regenerative targets have been set to decarbonize travel in Aotearoa-New Zealand. Electric vehicles have been actively incentivized by the New Zealand government. Moreover, with its compact geography and holiday-park infrastructure, road-tripping via electric cars and campervans is very achievable. New Zealand is also invested in the development of new low-emission aviation fuels.

Consequently, restoring damaged landscapes, rivers, and seas while transitioning to a zero-waste circular economy is on the agenda. Additionally, tourism businesses are leading the way: restoring indigenous plants and trees, trapping and eradicating pests, and switching to clean and green energy practices. They’re bringing their customers along, educating them in a progressive, green ethos that is a large part of New Zealand’s way of life.

However, regenerative tourism is not just about the environment—culture and society are equally important. As de Monchy explains, “The tourism story and experience preserves and enhances our values, culture, and heritage”. New Zealand’s unique culture and warm, welcoming people are also key attractions.

For a year, New Zealanders posted videos on social media every day wishing the world ‘good morning’ from their favorite places (search the hashtag #goodmorningworldnz). Although a tourism marketing campaign, the way New Zealanders see and represent themselves benefits from raising the country’s profile internationally. The Kiwis continued this new 100% Pure people campaign in 2021, radiating a message of hope while the world remained on lockdown.

New Zealand Policy Successes

The ethos of “guardianship over the country” (tiaki), originating from Aotearoa-New Zealand’s Māori population, infuses the whole country and underpins the idea of regenerative tourism. Visitors to Aotearoa are encouraged to take the Tiaki Promise and share their commitment on social media. It is a declaration that “While traveling in New Zealand I will care for land, sea, and nature, treading lightly and leaving no trace. I will travel safely, showing care and consideration for all. I will respect culture, traveling with an open heart and mind.”

Of course, promising to be a good traveler is one thing—visitors need to know how to do this. Driving carefully, adhering to road rules, and paying attention to local driving conditions are essential. Moreover, travelers are advised to be well-prepared, particularly when embarking on walks in New Zealand’s beautiful yet often remote wilderness. Keeping Aotearoa-New Zealand clean by never littering, properly disposing of waste, and leaving no trace when camping are integral to the Tiaki promise. Rather than reacting negatively to those who err, New Zealanders make it easier for them to do the right thing.

When nature was overrun at certain sites—a problem seemingly accelerated by geotagging on social media—New Zealanders responded by simply closing these areas to allow for regeneration. Furthermore, a 2021 advertising campaign anticipating the return of international visitors light-heartedly urges them not to follow the herd by replicating the same copy-cat images. The funneling of large visitor numbers to specific places, unnecessary given the breathtaking beauty across New Zealand, was a clear cause of localized environmental damage.

New Zealand has demonstrated that it can lead the way in tackling a global crisis, from handling the aftermath of terrorism to addressing the global pandemic. As tourism gradually recovers from the devastation wrought by COVID-19, it may be prudent to observe this small country for guidance on how to rebuild.

As Zurab Pololikashvili, Secretary-General of the UN’s World Tourism Organisation states, ‘This crisis is an opportunity to rethink the tourism sector and its contribution to the people and planet; an opportunity to build back better towards a more sustainable, inclusive, and resilient tourism sector that ensures the benefits of tourism are enjoyed widely and fairly.’

Thanks to the foresighted ethos of regenerative tourism, New Zealand is already paving the way for a better future for the industry, allowing travelers not only to have transformative experiences but also to leave a positive impact on this stunning country.