Keeping Asia engaged with “100% Pure New Zealand”

Abstract

New Zealand’s biggest markets lie in Asia, from tourism to exports.

Before Covid hit, tourism was New Zealand’s biggest export earner and host to more than 400,000 jobs. As New Zealand’s borders remain closed, many tourism business owners face tough choices and the impact of closed borders varies from region to region, sector to sector, and business to business.

While sustainable tourism is the current narrative, two critical questions remain unanswered: First, could our tourism sector continue to survive without these international tourists? Second, when our borders open, would our biggest tourism markets – China, Japan, South Korea, Singapore, Taiwan and Thailand - remember us?