Pemasaran Pariwisata Selandia Baru. Studi pada Visi Misi Perencanaan Strategis

Tourism sector has been developing rapidly worldwide, and has played important role in the development of countries’s economy. In the industry which is highly competitive, marketing is fundamental to increase motivation and interest of prospective visitors toward certain destination. To reach an effective implementation of marketing goals, then accurate and measurable strategic planning need to be done. Formulating vision and mission is an essential part of strategic planning This paper will discuss specifically about vision and mission compiled by the New Zealand government as their basis of tourism marketing policy. Findings indicate that the strategic planning elements such as vision, mission, and value based on Maori’s culture are listed as guideline for New Zealand tourism development toward sustainability. Keywords: marketing, tourism, New Zealand, mission statement