The association's "Creating our Future" roadshow will be an opportunity for a "free and frank discussion" about the challenges tourism operators face, the potential solutions and opportunities, as well as what actions they see as the priorities in an election year.
It will also provide updates about the latest domestic and international tourism trends, drawn from TIA's Insights research, as well as the work the association was doing for its members.
Queenstown Lakes Mayor Vanessa van Uden was expected to be among the speakers today.
TIA chief executive Tim Cossar said tourism was New Zealand's biggest export industry, but over the past several years it had encountered some of its toughest trading conditions, the result of the world financial crisis, which had been compounded by domestic events such as the Christchurch earthquake.
Mr Cossar said the tourism industry was New Zealand's biggest foreign exchange earner, worth $9.5 billion annually, generating wealth and one in 10 jobs across the country.
The aim of the roadshows was to create a clear direction for the tourism industry for the next three years and beyond.
"We want to ensure our industry capitalises on the opportunities offered in 2011, including Rugby World Cup, the filming of The Hobbit movies and the introduction of new air links with some of our fastest-growing visitor markets.
"The impact of the devastating Christchurch earthquake on Canterbury and the wider visitor industry, and how we can best address that will also be on the agenda."
Information gathered from the roadshows will be further discussed by the chief executives of New Zealand's biggest tourism companies at an event hosted by Air New Zealand next month.
TIA will then report the key priorities to a top-level political summit in Wellington, which will be attended by the leaders of all the key political parties, including the Prime Minister and Minister of Tourism, John Key.
Mr Cossar said the industry priorities would form the basis of a 2011 tourism industry election manifesto which TIA will launch in the lead-up to the general election on November 26.
"It has never been more vital for our industry to provide a strong, united message to the Government about our goals and priorities for boosting New Zealand's economic performance."
