The new head of the Tourism Industry Association says the key to lifting tourism returns is a fresh focus on new markets, especially in eastern Asia.
Martin Snedden says that, while traditional markets are down, others such as China have scope for growth.
Figures show tourism numbers from key markets like Australia, Britain and Europe have declined partly due to Christchurch earthquakes.
Mr Snedden was chief executive of Rugby New Zealand 2011 Ltd.
