Image: Lake Tennyson a small glacial lake on the eastern edge of Nelson Lakes National Park.
The tourism industry has set itself an ambitious goal of almost doubling visitor value to this country to $41 billion a year by 2025.
Last year, the Government increased Tourism New Zealand's budget by $158 million and the Minister of Tourism, the Prime Minister, John Key, wants the sector to help drive his economic agenda and ultimately be the country's number one earner of foreign exchange.
But how easy will it be to reach that goal? And are tourism operators and key stakeholders all on board with the plan?
Radio New Zealand’s tourism reporter, Steve Wilde, takes a look at the industry today and asks how realistic the 2025 vision really is.
Read more about John Key's high hopes for tourism