Main Campus, San Roque, Sogod, Southern Leyte

Email: president@southernleytestateu.edu.ph
Website: www.southernleytestateu.edu.ph

Excellence | Service | Leadership and Good Governance | Innovation | Social Responsibility | Integrity | Professionalism | Spirituality

CASE ANALYSIS PAPER

Date : _________December 5, 2023________
Name : ________________________________
Program : ________________________________
Subject : ________________________________

Tourism 2025: An Industry Perspective

PROCEEDINGS/DETAILS OF THE CASE:

This case study examines the Tourism 2025 framework, a strategic plan developed by the
Tourism Industry Association of New Zealand (TIA) to guide the industry's growth toward an
ambitious goal of contributing $41 billion to the national economy by 2025.
The authors conducted extensive research and consultations with stakeholders across the
tourism industry over an 18-month period. They analyzed data, reviewed global trends, and
identified key challenges and opportunities facing the industry.
The case study focuses on the period leading up to 2025, with implications for the future
development of the New Zealand tourism industry.

FACTS OF THE CASE:

 The global tourism market is driven by four major forces:

o Positive: Rising disposable income and increased leisure time
o Challenges: Economic volatility, geopolitical instability, environmental concerns,
and technological disruption
 New Zealand's tourism industry faces unique challenges and opportunities:
o Challenges: Limited infrastructure, geographic isolation, dependence on a small
number of source markets, and vulnerability to natural disasters
o Opportunities: Natural beauty, diverse landscapes, unique cultural experiences,
and a strong reputation for safety and sustainability
 The Tourism 2025 framework identifies five key themes for growth:
o Sustainable Growth: Balancing economic growth with environmental and social
responsibility
o Innovation and Differentiation: Developing unique experiences and leveraging
technology
o Building Capacity: Investing in infrastructure, workforce development, and
research
o Collaborative Partnerships: Strengthening relationships between businesses,
government, and communities
 Main Campus, San Roque, Sogod, Southern Leyte
Email: president@southernleytestateu.edu.ph
Website: www.southernleytestateu.edu.ph

Excellence | Service | Leadership and Good Governance | Innovation | Social Responsibility | Integrity | Professionalism | Spirituality

o Marketing and Branding: Promoting New Zealand as a desirable and authentic

destination

PROBLEMS:
 Achieving ambitious growth targets: The $41 billion goal is a significant increase from
the current $24 billion contribution.
 Addressing infrastructure limitations: New Zealand's infrastructure may not be able to
support the projected growth in tourism.
 Managing environmental impacts: Tourism must be developed in a sustainable way that
protects the natural environment.
 Adapting to technological disruption: New technologies are rapidly changing the tourism
landscape, and businesses need to adapt to stay competitive.
 Building a skilled workforce: The industry needs to attract and retain a talented
workforce to meet the demands of growth.

RECOMMENDATIONS:
To successfully implement the Tourism 2025 framework and achieve its ambitious goals, several
key recommendations are proposed:
 Prioritize sustainable tourism practices: Invest in renewable energy, implement waste
reduction strategies, and promote responsible tourism experiences.
 Develop innovative and differentiated tourism products: Offer unique cultural immersion
programs, adventure activities, and eco-tourism packages.
 Invest in infrastructure development: Expand transportation networks, upgrade
accommodation options, and improve digital connectivity throughout the country.
 Strengthen collaboration across stakeholders: Facilitate communication and cooperation
between tourism businesses, government agencies, and local communities.
 Invest in workforce development: Provide training programs and professional
development opportunities to attract and retain skilled personnel.
 Implement targeted marketing campaigns: Utilize digital platforms, social media, and
content marketing to reach diverse target audiences globally.
 Track progress and measure success: Regularly evaluate the effectiveness of
implemented strategies and make adjustments as needed.

CONCLUSION:
The Tourism 2025 framework presents a comprehensive and strategic roadmap for the
New Zealand tourism industry's future growth. By effectively addressing the challenges and
embracing the opportunities, the industry can achieve its ambitious goals and contribute
significantly to the national economy. The success of this framework hinges on the collective
commitment and collaboration of all stakeholders involved - businesses, government agencies,
and communities - to ensure New Zealand remains a leading and sustainable tourism destination.
 Main Campus, San Roque, Sogod, Southern Leyte
Email: president@southernleytestateu.edu.ph
Website: www.southernleytestateu.edu.ph

Excellence | Service | Leadership and Good Governance | Innovation | Social Responsibility | Integrity | Professionalism | Spirituality

REFERENCES:
 Wallace, S., & Riley, S. (2015). Tourism 2025: An industry perspective. Journal of
Tourism Futures, 1(1), 53-57.
 Tourism Industry Association of New Zealand. (2014). Tourism 2025: Growing
value together/Whakatipu uara ngatahi. Wellington: Author.

Kindly attach the copy of the case study.

https://www.emerald.com/insight/content/doi/10.1108/JTF-12-2014-0021/full/pdf