A new partnership between Lincoln University and the Tourism Industry Association could be key to doubling total tourism revenue by 2025.

Increasing tourism spend to $41 billion is one of the association's key targets.

And policy and insight manager Simon Wallace says a new memorandum of understanding with the university will help them get there.

"Lincoln has provided us with a lot of insight work around the various initiatives that are in that framework."

The partnership will allow the two parties to share important industry information and networks.

Wallace says the university's tourism programmes are highly valuable for the whole industry.

"They're a great source of research advice across a range of tourism issues - both global and local."

Simon Wallace says the partnership also offers Lincoln greater exposure to industry leaders and politicians.