New Zealand’s tourism leaders have been handed their marching orders for 2026: be distinctive, be deliberate and, for goodness’ sake, do not look like everyone else with a glacier in the brochure and a flat white in the lobby.
Tourism Industry Aotearoa has confirmed Tourism Inc: Distinctive by Design as the theme for Tourism Summit Aotearoa 2026, setting up a sharp industry conversation about how Aotearoa New Zealand can turn its natural advantage into a sharper commercial advantage.
The Summit will be held on Wednesday, 4 November 2026, at Te Pae Christchurch Convention Centre in Ōtautahi Christchurch, alongside the New Zealand Tourism Awards. Registrations are now open, with early-bird registration available until 30 July. Full details and registration are available at: https://www.tia.org.nz/events/tourism-summit-aotearoa/register-now.
TIA Chief Executive Rebecca Ingram said the event would examine distinctiveness at both the operator and national levels.
“Each year Tourism Summit Aotearoa gives us the opportunity to bring the industry together, through a mix of international and local perspectives, looking at how tourism can continue to grow across all regions – and at all levels of business,” says Ingram.
“This year we’ll examine how purposeful decisions can help create competitive advantage, drive innovation, strengthen global competitiveness and shape experiences that could only come from Aotearoa New Zealand.”
That last phrase matters. In a market full of worthy claims, “only here” is still the golden ticket. Travellers can buy luxury almost anywhere. They can buy efficiency, scenery and a decent breakfast buffet with alarming ease. What they cannot buy twice is a truly local encounter, properly designed and confidently delivered.
In collaboration with Tourism New Zealand, TIA has also confirmed George Cao, co-founder and CEO of Dragon Trail International, as the first keynote speaker. Cao brings China-market expertise at a useful moment for New Zealand tourism, as Asia’s outbound travellers increasingly chase genuine, high-value experiences rather than postcard sameness.
Tourism New Zealand General Manager International, Angela Blair, said Dragon Trail provides consumer and trade insights, digital marketing expertise, and guidance on emerging travel and technology trends to help convert demand from China.
“As New Zealand’s tourism sector continues to grow and focus on increasing value in the near-term, Asia presents a growth opportunity from a diverse range of source markets where travellers are looking for genuine and thrilling experiences.
“George’s insights into how New Zealand can harness emerging travel trends alongside quickly evolving technology and distribution patterns, will be invaluable for Summit attendees,” says Blair.
The message is not subtle, nor should it be. New Zealand tourism has never lacked beauty. The next contest is design: smarter products, sharper storytelling, stronger distribution and experiences that carry the fingerprints of place. Distinctive by Design is a tidy title, but the business challenge underneath is serious.
By: May Marclay – © 2026.
Read Time: 2 minutes.
Author Bio:
May Marclay’s career hasn’t followed a straight line, and she’s better for it. She began in real estate, then moved into hospitality, finding her rhythm with Centara in the Maldives. There, she worked the Asian markets the old-fashioned way: building trust, closing deals, and turning conversations into lasting business.
The UAE sharpened its focus. At IHG, supporting an Area General Manager, she saw the machinery of a major travel hub from the inside, no gloss, just how things actually get done.
Now, with her sights set on healthcare, May brings a broader lens than most. She speaks three languages, reads widely, travels with intent, and writes with the calm assurance of someone who understands both the detail and the bigger picture without needing to say so too loudly.
