Marketing remains one of the New Zealand tourism industry's key priorities for recovery and investment offshore is needed, says the Tourism Industry Association (TIA).

The industry group's Inaugural NZ Tourism Leaders Symposium is being held in Wellington today to discuss the priorities and solutions to maximise the potential of the country's $20.1 billion tourism industry.

The symposium follows a series of regional leadership workshops around the country last month. International marketing was clearly identified as a need, according to TIA chief executive Tim Cossar.

“We need to ensure the support is in place to enable this important industry to grow and prosper as it emerges from one of the most challenging trading environments in years.

“Lack of international demand is the biggest challenge facing operators. It’s vital that we maintain and grow our share of voice in the international marketplace.”

Attended by about 200 "key influencers" including Prime Minister and Tourism Minister  John Key, the symposium aimed to identify solutions to accelerate New Zealand’s recovery from the economic downturn and to capture a greater share of quality international visitors.

“It was clear from the workshops that tourism operators are fiercely proud of New Zealand and what we have to offer international visitors. They want to maximise the benefits to the economy by working more closely with both central and local government. The support of local councils is critical to growing tourism in the regions,” said Mr Cossar.

“Finding ways to encourage more New Zealanders to enjoy holidays in their own country is also a priority across the industry. Operators suggested a range of innovative solutions that we are debating today.”

Besides government speakers, international tourism experts and commentators spoke on new ways of thinking for the industry.