What Tourism Industry Aotearoa does

Tourism Industry Aotearoa (TIA) is New Zealand's peak national tourism industry association, founded in 1955 and headquartered in Wellington. Operating as a not-for-profit, TIA represents more than 2,100 member businesses whose combined activity accounts for approximately 85% of New Zealand's tourism industry turnover. The association is governed by a board elected from its membership and led by CEO Rebecca Ingram, and it functions structurally as a horizontal industry body spanning the full NZ tourism value chain — from airlines and accommodation providers to attractions, transport operators, and regional tourism organisations.

TIA's core offering is built around four interlocking programmes: advocacy and policy representation to central and local government; flagship industry events including TRENZ (New Zealand's premier international tourism buyer-seller marketplace), the Tourism Summit Aotearoa, and the NZ Tourism Awards; capability-building through the Akiaki learning platform and the AI Essentials for Tourism webinar series; and sustainability frameworks led by the Tourism Sustainability Commitment (with 2,100+ signatories) and the Tourism 2050 Blueprint. Its strategic partnerships span financial services (Westpac), national destination marketing (Tourism New Zealand), conservation policy (Department of Conservation), energy efficiency (EECA), and major sector participants (Air New Zealand), forming an ecosystem-level coordination layer.

TIA's revenue model is diversified across four streams: tiered membership fees scaled by business size, strategic partnership and sponsorship income, event revenue from TRENZ, Summit, and Awards, and voluntary contributions from members. As a membership-funded peak body rather than a vertically integrated commercial enterprise, TIA's financial trajectory is structurally tied to the health of the NZ tourism sector — where industry turnover reached NZD $46.6 billion in 2025, up from NZD $44.4 billion in 2024.

Name

Tourism Industry Aotearoa

Legal name

Tourism Industry Aotearoa Inc.

Website

https://tia.org.nz

Company type

Private

Founded year

1955

Operating status

Operating

Headcount range

11–50 employees

Short description

Tourism Industry Aotearoa is New Zealand's peak tourism industry association, a not-for-profit founded in 1955 representing more than 2,100 member businesses that collectively account for approximately 85% of the country's tourism industry turnover.

Ownership category

akta.pro rank

Headquarters

HQ city

Wellington

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Membership Fees: Annual membership fees from tourism operators across New Zealand, from small owner-operators to large publicly listed tourism corporates and international hotel chains. Collectively members make up around 85% of New Zealand's tourism business turnover.
2. Strategic Partnerships and Sponsorships: Partnerships and sponsorships from businesses aligned with the tourism industry, with tiered levels: Strategic Partner, Industry Partner, and Business Partner. Benefits include year-round profile, event recognition, and access to decision-makers.
3. Event Revenue: Revenue from major industry events including TRENZ (New Zealand's premier international tourism business event), Tourism Summit Aotearoa, and New Zealand Tourism Awards.
4. Voluntary Contributions: Additional voluntary contributions from organizations seeking to influence project scope and gain naming rights on significant industry insight and research.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

Tourism Industry Aotearoa (TIA) is an independent not-for-profit industry association representing all sectors of New Zealand's tourism industry. It provides advocacy, policy representation, research, training, events, sustainability programmes, and workforce resources to its members, whose combined turnover accounts for approximately 85% of New Zealand's tourism industry revenue.

Product overview

Tourism Industry Aotearoa (TIA) operates as an industry association offering a portfolio of programs, events, and member services rather than a unified software product. The core offerings include: the Akiaki - Advancing Tourism online learning platform with 10 sustainability courses; the Tourism Sustainability Commitment initiative with over 2,000 signed businesses; TRENZ - the annual international tourism business event; the New Zealand Tourism Awards; Tourism Summit Aotearoa thought leadership forum; and the Tourism 2050 strategic blueprint. Additional services include workforce surveys, council briefings, AI education programs, and the Tourism Adaptation Roadmap. TIA membership provides access to member resources, training, and advocacy support across New Zealand's tourism sector.

Differentiator

Problem solved

Functional benefit

Brands

• TRENZ: New Zealand's premier international tourism business event
• Tourism Summit Aotearoa
• Akiaki - Advancing Tourism
• Tourism Sustainability Commitment

Products and services

• Akiaki - Advancing Tourism
• Tourism Sustainability Commitment (TSC)
• TRENZ
• New Zealand Tourism Awards
• Tourism Summit Aotearoa
• AI Essentials for Tourism
• Tourism 2050: A Blueprint for Impact
• TIA Workforce Survey
• Tourism Briefing for Mayors and Councils
• Tourism Adaptation Roadmap

Quantifiable outcome

• Almost 330,000 jobs supported by tourism industry (1 in 9 NZ jobs)
• +4 more outcomes

Named customers15 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

23 partnerships are on record, tiered strategic, core and minor.

• WestpacstrategicGTM or Marketing PartnerWestpac is listed as a Strategic Partner of TIA, supporting the tourism industry's growth and education. Partnership provides merchant risk hub resources and banking services to tourism operators.
• Tourism Industry New Zealand TruststrategicStrategic or Co-development PartnerTourism Industry New Zealand Trust proudly supports the growth and education of New Zealand's tourism industry. TIA supports the Tourism Sustainability Commitment in partnership with the Trust.
• Tourism New ZealandcoreStrategic or Co-development PartnerTNZ is represented on the TIA Tourism Council by CEO René de Monchy. Partnership on Tourism Sustainability Commitment, Akiaki program, and tourism marketing initiatives including Tiaki Promise.
• Air New ZealandcoreStrategic or Co-development PartnerAir New Zealand co-sponsored on Tourism Sustainability Commitment project reference group. Chief Sustainability & Corporate Affairs Officer Kiri Hannifin serves on TIA Tourism Council. Partnership on conservation and aviation sustainability.
• Department of ConservationcoreStrategic or Co-development PartnerDOC is represented on the TIA Tourism Council. Partnership on Tourism Sustainability Commitment, Akiaki storytelling for nature course, Conservation Week initiatives, and Milford Opportunities Project. DOC Director-General Penny Nelson collaborates with TIA on conservation-tourism integration.
• Griffith UniversityminorStrategic or Co-development PartnerRepresented on external reference group for Tourism Sustainability Commitment project, providing academic expertise on sustainability.
• Tourism Holdings LtdminorStrategic or Co-development PartnerRepresented on external reference group for Tourism Sustainability Commitment. COO Matthew Harvey serves on TIA Tourism Council representing Land Transport sector.
• Real JourneysminorStrategic or Co-development PartnerRepresented on external reference group for Tourism Sustainability Commitment. Chief Tourism Officer Hannah Ballantyne serves on TIA Tourism Council.
• Ziptrek EcotoursminorStrategic or Co-development PartnerRepresented on external reference group for Tourism Sustainability Commitment. Featured in Akiaki Energy Efficiency course for sustainable tourism practices.
• Discover WanakaminorStrategic or Co-development PartnerRepresented on external reference group for Tourism Sustainability Commitment, supporting regional sustainable tourism initiatives.
• Whale Watch KaikouraminorStrategic or Co-development PartnerRepresented on external reference group for Tourism Sustainability Commitment. Featured in conservation-tourism case studies.
• Energy Efficiency and Conservation Authority (EECA)coreStrategic or Co-development PartnerTIA partnered with EECA to launch the Energy Efficiency for Tourism online training course, helping operators reduce energy consumption while improving bottom line and guest experience.
• Miles PartnershipcoreStrategic or Co-development PartnerC.A. Clark, VP Digital Marketing and South Pacific GM at Miles Partnership, hosts the AI Essentials for Tourism webinar series. Miles Partnership is a global strategic marketing agency focused exclusively on travel and tourism.
• Grow TourismminorStrategic or Co-development PartnerTIA announced partnership with Grow Tourism to provide tailored training accelerating careers of women in tourism.
• PowrsuitminorStrategic or Co-development PartnerTIA partnered with Powrsuit alongside Grow Tourism to provide tailored training for women's career development in tourism.
• Ringa HoracoreStrategic or Co-development PartnerTIA announced partnership with Ringa Hora to develop detailed workforce scenarios for tourism and hospitality, enabling strategic workforce planning and development.
• Tātaki Auckland UnlimitedstrategicGTM or Marketing PartnerStrategic partner hosting TRENZ 2026 in Auckland. Investment partner in 'Sharing the Aroha of Tourism' campaign. Works with TIA on Taurikura Initiative sustainability program for island businesses.
• Christchurch AirportstrategicGTM or Marketing PartnerInvestment partner in 'Sharing the Aroha of Tourism' campaign. Confirmed as host of TRENZ 2027 at Te Pae Christchurch Convention Centre.
• Wellington AirportminorGTM or Marketing PartnerInvestment partner in 'Sharing the Aroha of Tourism' campaign, supporting sustainable tourism messaging.
• Queenstown AirportminorGTM or Marketing PartnerInvestment partner in 'Sharing the Aroha of Tourism' campaign, supporting regional tourism sustainability.
• Holiday Parks New ZealandminorGTM or Marketing PartnerInvestment partner in 'Sharing the Aroha of Tourism' campaign. HPNZ Director Deryck Shaw serves on TIA Tourism Council. Collaboration on sustainability awards.
• Business Events Industry AotearoacoreStrategic or Co-development PartnerTIA supported co-funded partnership data programme with BEIA to measure economic impact of business events. $100k grant from Tourism Data Partnership Fund for this initiative.
• Tiaki New ZealandcoreStrategic or Co-development PartnerTiaki Promise is a key sustainable tourism initiative. TIA supports and promotes Tiaki - Care for New Zealand, which embodies care for the environment and encourages responsible travel.

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Market position

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/TourismAotearoa
• Facebookfacebook.com/TourismIndustryAotearoa
• LinkedInlinkedin.com/company/tourism-industry-aotearoa

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tourism Industry Aotearoa