Aotearoa’s tourism industry will come together in Christchurch later this year to explore how New Zealand can strengthen its position on the world stage, with Tourism Summit Aotearoa 2026 adopting the theme Tourism Inc: Distinctive by Design.
Tourism Industry Aotearoa (TIA) says this year’s summit will examine how the sector can build a stronger competitive edge through purposeful innovation, authentic visitor experiences and strategic decision-making that reflects what makes Aotearoa unique.
TIA Chief Executive Rebecca Ingram says the annual summit provides an important opportunity for tourism leaders, operators and industry partners to share ideas and explore how tourism can continue to grow sustainably across every region of the country.
The focus for 2026 will be on creating experiences that can only be found in Aotearoa while ensuring tourism businesses remain globally competitive in an increasingly dynamic international market.
The summit will explore how thoughtful business decisions can strengthen innovation, improve visitor experiences and position New Zealand as a destination recognised not only for its landscapes but also for its culture, people and distinctive identity.
A major announcement accompanying the programme is the confirmation of internationally recognised tourism strategist George Cao, co-founder and Chief Executive of Dragon Trail International, as the summit’s first keynote speaker.
Dragon Trail International specialises in Chinese tourism market intelligence, digital marketing and travel trends, providing governments and tourism organisations with insights into one of the world’s most significant visitor markets.
Tourism New Zealand says Cao’s expertise comes at an important time as the country seeks to grow the value of international tourism while attracting visitors from a broader range of Asian markets.
The organisation believes travellers across Asia are increasingly seeking authentic, meaningful and culturally rich experiences, creating opportunities for New Zealand tourism operators to showcase experiences rooted in local communities and Indigenous culture.
For Māori tourism businesses, that trend represents significant potential.
Across Aotearoa, Māori tourism continues to be one of the country’s fastest-growing sectors, offering visitors opportunities to engage with te ao Māori through cultural experiences, eco-tourism, guided walks, storytelling, hospitality and regenerative tourism initiatives.
As international demand grows for authentic Indigenous experiences, Māori tourism operators are increasingly recognised as playing a central role in shaping New Zealand’s visitor economy while protecting cultural integrity and environmental sustainability through the principles of kaitiakitanga.
The summit is expected to explore how emerging technology, changing travel behaviours and evolving global distribution channels are reshaping tourism, while highlighting opportunities for businesses to adapt and remain competitive.
Tourism Summit Aotearoa is widely regarded as the country’s premier tourism leadership event and will once again be held alongside the New Zealand Tourism Awards, celebrating excellence and innovation across the sector.
This year’s event takes place on Wednesday 4 November 2026 at Te Pae Christchurch Convention Centre in Ōtautahi, bringing together tourism operators, policymakers, investors and industry leaders from throughout New Zealand.
Registrations are now open, with early bird registrations available until 30 July.
As tourism continues its post-pandemic evolution, the 2026 summit aims to ensure Aotearoa remains globally competitive while strengthening the unique experiences, cultures and landscapes that continue to attract visitors from around the world.
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