The Wellington Rugby 7s tournament, Christchurch casino and the Katikati naturist park are among the finalists in the 2010 tourism awards.
Thirty four companies and people from throughout the country have been named as finalists.
The Tourism Industry Association says all have demonstrated a commitment to continual innovation.
Chief executive Tim Cossar says that is critical in an industry that has to compete for visitors against much bigger and better resourced international competitors.
The winners will be announced in October.
