Reflecting on Moving Forward: Luxury Hospitality in New Zealand Post-COVID-19

Harkison, Tracy
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Journal Article
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Informa UK Limited

Due to border closures during the COVID-19 pandemic, the hospitality and tourism industry was given a chance to re-imagine and re-invent itself. New Zealand’s borders were shut to international tourists for 28 months, giving it a considerable amount of time to strategise about what the future of tourism would be. One of these strategies was to attract more desirable tourists. New Zealand was not alone in this pursuit: other countries wanted to move towards a more sustainable tourism model, attracting high-value tourists instead of the default of mass tourism that popular destinations had suffered from. This conceptual article discusses how Tourism New Zealand started to re-imagine luxury hospitality to encourage high-value tourists to come to New Zealand.

3508 Tourism , 35 Commerce, Management, Tourism and Services , 3504 Commercial Services , 3506 Marketing
Research in Hospitality Management, ISSN: 2224-3534 (Print); 2415-5152 (Online), Informa UK Limited, 13(1), 5-9. doi: 10.1080/22243534.2023.2239572
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© 2023 The Author(s). Co-published by NISC Pty (Ltd) and Informa UK Limited, trading as Taylor & Francis Group. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. The terms on which this article has been published allow the posting of the Accepted Manuscript in a repository by the author(s) or with their consent.