10 Ministers, 25 Years, and the Policies That Changed New Zealand Tourism

Ever found yourself locked in a debate over bed taxes or backpackers versus luxury segment yield discussions? Whether you run a luxury lodge or manage a bar, these topics can shape your business on a day-to-day basis. Truth is, none of these debates spring from thin air. They originate from the policies - and personalities -of the Tourism Ministers steering the ship.

Over the last 26 years, from Lockwood Smith’s “100% Pure New Zealand” campaign to Matt Doocey’s post-COVID moves, I’ve witnessed firsthand how these political shifts ripple through our hospitality world.

Let’s take a journey through the last 10 ministers who penned a chapter in New Zealand’s evolving hospitality & tourism narrative.

1. Dr. Lockwood Smith

April 27, 1999 – Dec 10, 1999

Dr. Lockwood Smith’s time as Tourism Minister was a bit like a whirlwind tour—he stepped in towards the tail end of the Fourth National Government. Despite the brevity, he wasted no time putting his stamp on a few key areas:

• Museum Funding: Smith announced a NZ$112,500 grant to the Museum of Wellington, City and Sea to support the “Creation Legend” feature, which used modern technology to tell Māori legends.

• Tourism Board Appointments: He appointed new members to the New Zealand Tourism Board, including Auckland lawyer Peter Stubbs, to bring fresh energy and oversight.

• Economic Boost: Under his watch, the tourism industry reportedly brought in NZ$3.7 billion in foreign exchange earnings—stats he welcomed as a sign of the industry’s robust health.

• Trade & Tourism Overlap: Also serving as Minister for International Trade, Smith likely saw tourism not just as a domestic service but as a critical global export—helped along by the APEC leadership roles he held in 1999.

He might’ve been around for only a few months, but Smith used his international perspective to highlight tourism’s place as a serious economic driver.

2. Mark Burton

Dec 10, 1999 – Oct 19, 2005

When Mark Burton took over, he hit the ground running with a long-term view:

• Economic Impact: Burton famously noted that tourism contributed 9% of New Zealand’s GDP and 16% of export earnings, labeling it an “economic powerhouse.”

• DOC Investment: In 2002, he announced a NZ$349 million investment to upgrade the Department of Conservation’s visitor facilities—everything from huts and tracks to campsites.

• Facility Upgrades: A keen believer in making visitor experiences top-notch, Burton granted NZ$96,000 to specific Wellington attractions for facility improvements.

• Fiordland & Marine Focus: He also expressed support for marine-based initiatives, such as the Fiordland (Te Moana o Atawhenua) Marine Management Bill, hinting at how conservation and tourism could go hand in hand.

Burton recognized that well-maintained natural assets are at the heart of NZ tourism. His major cash injections into DOC infrastructure set a precedent for balancing visitor growth with environmental care.

3. Damien O’Connor

Oct 19, 2005 – Nov 18, 2008

Damien O’Connor stepped in at a time when global travelers were really starting to notice Aotearoa:

• NZ’s #1 Ranking: He proudly touted New Zealand’s repeated wins as a top travel destination for both British and Australian audiences - like being voted “Country of the Year 2008.”

• Tourism Research Scholarships: Under his watch, the government offered NZ$15,000 Tourism Research Scholarships to encourage academic interest and innovation in the sector.

• Regional Connections: O’Connor welcomed new flight routes (e.g., Auckland–Masterton), seeing rural economies as vital players in the bigger tourism picture.

• Environmental Promise: He consistently hammered home the importance of living up to the “100% Pure” brand, emphasizing that real environmental management matters to visitors.

O’Connor effectively kept New Zealand in the global spotlight while fostering research and focusing on the integrity behind that “clean, green” image.

4. John Key

Nov 19, 2008 – Dec 12, 2016

The Prime Minister who also wore the tourism hat. John Key leveraged his high profileto shine a light on tourism in a big way:

• Budget Boosts: Tourism New Zealand’s budget got a hearty NZ$158 million injection, plus NZ$34 million earmarked for business events and premium visitors.

• National Cycleway Project: Key championed a NZ$50 million fund to kickstart the building of cycle trails nationwide, which remain hugely popular among adventurous and casual cyclists alike.

• Global PR: From reading a “Top Ten Reasons to Visit NZ” list on David Letterman to chatting up foreign leaders about our landscapes, he basically became a walking billboard for Kiwi tourism.

• Trade & Tourism Synergy: Key also fostered international relationships—think TPP and the Wellington Declaration—which often paved the way for broader tourism ties.

By virtue of being both Prime Minister and Tourism Minister, Key brought unprecedented visibility to New Zealand tourism, solidifying it as a central pillar of the economy.

5. Paula Bennett

Dec 20, 2016 – Oct 26, 2017

Though brief, Paula Bennett’s stint was all about helping small communities handle the tourist surge:

• Tourism Infrastructure Fund: She rolled out a NZ$100 million fund to co-finance projects—public toilets, parking, you name it—especially in popular but ratepayer-limited regions.

• Cycle Trail Development: Bennett continued promoting initiatives like the Twin Coast Trail, championing cycling infrastructure as a major draw.

• International Stage: Also serving as Minister for Climate Change Issues, she combined environmental commitments with tourism promotion, signing the Paris Climate Agreement on behalf of NZ.

Bennett took a practical approach, ensuring that the nuts and bolts—like toilets and other basic facilities—were there to support a skyrocketing number of visitors.

6. Kelvin Davis

Oct 2017 – Nov 2020

Kelvin Davis stepped into the role just in time to face the industry’s biggest crisis in recent history:

• COVID-19 Response: Announced a NZ$400 million Tourism Recovery Fund and extended wage subsidies to safeguard jobs.

• Tourism Futures Taskforce: He set up this public-private group to envision a reimagined tourism landscape, pushing for resilience and sustainability.

• Tiaki—Care for New Zealand: Davis threw his weight behind the Tiaki initiative, encouraging visitors to experience NZ responsibly while preserving our environment for future generations.

• Digital Capability: Davis allocated NZ$20 million to help small businesses in tourism go digital—crucial in a time of contactless services and remote bookings.

Although forced into crisis mode by the pandemic, Davis focused on using the moment to plan for a more sustainable, future-proof tourism industry.

7. Stuart Nash

Nov 6, 2020 – Feb 1, 2023

Stepping in after Davis, Stuart Nash moved from emergency responses to bolder visions:

• Innovation Programme for Tourism Recovery: He introduced NZ$54 million for projects that would upgrade business models and experiences while protecting our environment.

• Better Work Action Plan: Part of his Tourism Industry Transformation Plan, this aimed to make tourism careers more appealing—think better wages, stronger training pathways.

• Regenerative Approach: Nash urged the sector to “give back more than it takes,” encouraging an ethos that prioritizes community enrichment and environmental care.

• Global Confidence: He famously told Kiwis to set aside their typical modesty and brag a little more about our country’s charms—a marketing push many in the industry appreciated.

Nash brought fresh energy to the tourism conversation, urging Kiwi operators to step up their game, treat workers well, and wow visitors with a “give-back” approach.

8. Peeni Henare

Feb 1, 2023 – Nov 25, 2023

Henare picked up where Nash left off, continuing many transformation efforts:

• Tourism Industry Transformation Plan (ITP): He kept the momentum on regenerative tourism, focusing on how to manage visitors for environmental and social good.

• Better Work Action Plan: Under Henare, this plan was launched in earnest, targeting improved pay and conditions for tourism workers.

• Environmental Push: He advocated for local production of sustainable aviation fuel, eyeing a greener future for NZ travel.

• Community Backing: Research indicated most Kiwis still hold a positive view of tourism—Henare doubled down on maintaining that goodwill through environmentally conscious and community-friendly programs.

Henare’s brief tenure showed a strong commitment to long-term regeneration, championing local communities and eco-initiatives for a healthier tourism ecosystem.

9. Matt Doocey

Nov 2023 – Jan 19, 2025

Matt Doocey was all about numbers, off-peak strategies, and making sure visitors pay their fair share:

• Tourism Data Investment: In December 2024, he announced NZ$3 million for new surveys (domestic visitor stats, sentiment analysis, etc.) to fill gaps in tourism research.

• Increased IVL: He raised the International Visitor Conservation and Tourism Levy from NZ$35 to NZ$100, starting October 1, 2024, to ensure tourists “contribute more.” Not surprisingly, this faced pushback from some operators who feared a big drop in budget travelers.

• Year-Round Tourism: Doocey championed the idea of 70% of tourism growth happening off-peak, collaborating with Tourism New Zealand to push a campaign for visits outside the busy summer months.

• Industry Collaboration: He hosted a Hospitality Summit at Parliament (December 2024), providing a platform for frontline voices.

Doocey’s approach leaned heavily on data, targeted marketing, and a controversial levy hike to fund conservation. Though only in the role for 14 months, he carved out a unique path for year-round, data-driven tourism planning.

10. Louise Upston

Jan 24, 2025 – Present

Louise Upston stepped into the Minister for Tourism and Hospitality role on January 24, 2025, picking up right where Matt Doocey left off. Despite her short time in office so far, she’s already made headlines with several bold moves:

• “Everyone Must Go” Campaign
  Upston threw her support behind a new tourism campaign that generated buzz—both positive and slightly cheeky. Though some ridiculed the tagline, the Minister said she was “very pleased,” noting the early wave of international chatter as a plus.

• Conservation Tourism Funding
  In February 2025, she announced a NZ$30 million investment (via the International Visitor Conservation and Tourism Levy) to back over a dozen conservation-focused projects—balancing the economic push with a strong ecological conscience.

• Trans-Tasman Tourism Push
  Upston also unveiled a campaign aimed at luring more Australian travelers across the ditch, citing the importance of boosting international arrivals and aligning with Prime Minister Christopher Luxon’s economic growth goals.

• Industry Reception & Focus
  Organizations like Tourism Industry Aotearoa (TIA), Hospitality New Zealand, and the Restaurant Association of New Zealand(RANZ) have all welcomed Upston’s appointment with open arms, excited to collaborate on regional tourism strategies, sustainable infrastructure, and workforce development initiatives.

With an eye on economic recovery and a nod to conservation imperatives, Upston’s early tenure has been anything but timid. She’s been juggling the drive to stimulate visitor numbers, especially from nearby Australia, while exploring how to support long-term, responsible growth that we can all benefit from.

Looking Ahead

It’s clear. No single minister has or will hold a foolproof recipe for success - and that’s the beauty of this our unraveling world of hospitality & tourism.

Over the years, we’ve seen short stints that merely skimmed the surface and good tenures that steered the sector through crises and transformations. As Louise Upston now writes the next chapter for our sector, her active role reminds us that the story isn’t over. In fact, it’s very much in progress.

With fresh ideas, ongoing conservation efforts, and renewed focus on year-round visitors, New Zealand’s tourism tapestry continues to evolve—one ministerial chapter at a time. And through it all, the warmth and authenticity that define our shores remain at the heart of what keeps the world coming back for more.

—————————————————

About the Author
Joshua Thomas is the founder of Hospo HR, an experienced Hotel General Manager, and advocate for New Zealand's vibrant hospitality sector. Always immersed in the latest hospitality trends, news, and updates, his passion stems from his lifelong love as a devoted foodie. Connect with Joshua on Linkedin