The tourism industry's sending the movers and shakers of Christchurch a strong message: tourism has to be at the heart of the rebuild.

The call comes as the industry works to almost double its revenue to $41 billion by 2025.

Tourism Industry Association chief executive, Chris Roberts, says tourism can't just be an add-on, as the city recovers the vitality of its economy.

"The cornerstone projects, the convention centre, the hotel, the stadium. These are all important assets for the local community and the tourism sector."