New Government investment to expand Tiaki programme and protect Aotearoa cultural values

A boost in government funding will see the tourism industry’s Tiaki – Care for New Zealand programme reach a wider audience, aimed at educating visitors on how to travel responsibly across Aotearoa. Tourism and Hospitality Minister Louise Upston announced on Tuesday, 11 August 2026, that the Government is investing $500,000 to expand the reach of the initiative, which focuses on the protection of the country's unique environment and culture. Minister Upston noted that while New Zealand’s natural landscapes and distinct culture attract global visitors, it is essential to encourage these travellers to care for the specific communities and places they visit. The new investment is designed to ensure more visitors receive the Tiaki message, which emphasizes a commitment to caring for people, place, and culture while exploring the country. The expansion will be led by Tourism Industry Aotearoa and Tourism New Zealand, working in close collaboration with New Zealand Māori Tourism and Regional Tourism New Zealand. This partnership highlights the importance of incorporating Māori perspectives and stewardship into the visitor experience, ensuring that tourism growth aligns with the protection of cultural values. Funding for the project is sourced from the International Conservation and Tourism Visitor Levy (IVL). The investment will cover a range of practical measures, including improved behaviour-focused signage, enhancements to the Tiaki website, and specific training programmes. Additionally, the initiative will involve working directly with local councils and regional tourism organisations to foster responsible visitor behaviour across the motu. Minister Upston stated that tourism remains the country's second largest export and plays a vital role in the national economy. She highlighted that this new support for Tiaki helps protect the qualities that make New Zealand a unique destination while supporting the growth of the industry.