Tourism plays a key role in the growth of the economy through employment, foreign exchange investment and regional development. Indeed the tourism industry of New Zealand saw 85% growth in international visitors over the period 1991-2002 and a 40%
tgrowth in domestic tourism over the same period. It is one of the country’s largest expor earners generating 16% of all exports. Similarly, New Zealand’s global share of tourism is growing at between 0.25% and 0.45% and it would appear to have developed a balanced portfolio of generating markets. The New Zealand Tourism industry is dominated by 10 major public listed companies and between 13,500 and 18,000 small to medium enterprises. Tourism supports approximately 1 in 10 jobs (Table 10.1).