Whether NZ really had an ‘over tourism’ issue could be debated given the numbers in this article by Brian Westwood on LinkedIn.
In any case the problem has been solved and we now face ‘under tourism’. But looking forward will NZ further invest in destination management now or be busy solving immediate issues?
If we look back 20 years to 2001 a very nice strategy document was launched and you could very well change the date to 2020 and much is still relevant. But a plan is only as good as the execution and in 2001 no resource was put into execution.
The solution, as it was back in the 2000s, is to broaden the mandate of Tourism NZ (and double their budget to $200M).
I fear a nice plan again without genuine commitment to execution.