Travellers invited to care for New Zealand

Tiaki – Care for New Zealand encourages Kiwis and visitors alike to experience New Zealand in a way that keeps everyone safe, protects our environment, respects our culture and protects the country for future generations. 

Tourism Minister Hon Kelvin Davis announced the initiative in Wellington this afternoon (1 November 2018) on behalf of the group: Air New Zealand, the Department of Conservation, Local Government New Zealand, New Zealand Māori Tourism, Tourism Holdings Ltd, Tourism Industry Aotearoa and Tourism New Zealand. 

Tiaki means ‘to care and protect’ in Te Reo Māori. Under the banner of Tiaki – Care for New Zealand the group launched the Tiaki Promise today, which outlines what travellers can do to care for New Zealand, travel safely and act as guardians of our land, waterways and oceans. 

The Tiaki Promise communicates why caring for New Zealand is important and how to care for Aotearoa while travelling around the country.  

“While seven organisations have been involved in bringing Tiaki – Care for New Zealand and The Tiaki Promise to life this initiative is so much bigger than that and will require the whole industry, as well as travellers themselves, both Kiwis and visitors to New Zealand, to get on board," says TIA Chief Executive Chris Roberts. 

 “TIA is encouraging tourism operators throughout the country to share the Tiaki Promise – from hotel receptions to activities and attractions, so that our international and domestic visitors understand the importance of caring for our country.”  

A range of Tiaki Promise materials will be provided free of charge to New Zealand tourism organisations, including a brochure and supporting video. The resources will initially be available in English, Te Reo Māori, German and Chinese, with more languages to follow.  

The seven stakeholder organisations will promote The Tiaki Promise to their customers, trade partners and staff, ensuring messaging is reinforced at visitor touchpoints across the country and around the world. Kiwis are able to show their support on social media using #tiakipromise. 

The Tiaki Promise will be promoted through high traffic site as well as and on Air New Zealand’s international services. Tiaki Promise video content will also be made available to other international carriers to New Zealand, helping to spread the word to visitors as they embark on their journeys.  

Further future initiatives will be rolled out under the Tiaki – Care for New Zealand brand, including a driver safety campaign planned for later this year. 

Find out more at and share your support by using #tiakipromise. 


Tiaki Promise will help TSC supporters achieve business commitments 6 - Visitor Engagement and 14 -Education.


ARNZ1462 Tiaki WordMark Black