The tourism industry will confront the challenges of record high visitor arrivals at a summit in Wellington today.

More than 260 business and government leaders will attend a National Tourism Summit on the pressures of growth.

Visitor arrivals recently surpassed three million people a year.

Tourism Industry Association chief executive Chris Roberts said that has created some challenges.

"How do we deliver on the infrastructure that we are going to need? Where do we find the staff? How do we maintain the goodwill of New Zealanders and protect our natural environment?"

The sector aims to increase revenue to $41 billion over the next decade.

Meanwhile adventure tourism operators are to go above and beyond to make their businesses as safe as possible.

352 operators have been required to register under new safety regulations introduced last year.

WorkSafe New Zealand said about 311 operators have successfully registered.

Chris Roberts said registration is just the first step.

"We really have to ensure from every operator now that they're thinking about safety every day, it's part of their culture and they're doing their very best."