PurposeCOVID-19 plunged tourism off the cliff in New Zealand. What did this mean for the country, how did we respond and what is the future?Design/methodology/approachThis is a personal account, reflecting on my thoughts and experiences as Chief Executive of Tourism Industry Aotearoa.FindingsIt is a challenging time to try to predict the future given all the remaining COVID-19-related uncertainties. But there are a number of consistencies that will frame the revival of tourism in New Zealand,

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... en international visitors do return. Government, industry and the community will all look to shape the future of tourism, and it is essential we take a balanced score card approach, building back better with a focus on value. However, we must never forget the customer, who may well have the biggest influence.Research limitations/implicationsNo specific research was completed for this article–it relies on the author's industry experience.Originality/valueWe can only have a successful tourism future in Aotearoa if we deliver a broad range of quality products and services that enable us to meet the promise of an economically, socially, culturally and environmentally sustainable destination. The author's message is to focus on providing customer value in order to achieve that future. It is simple as that.