An industry leader says reimagining tourism's like calling in an architect instead of the fire service - while your house is burning.

Aroha New Zealand Tours owner Veronika Vermeulen has spoken out to politicians at Parliament’s Epidemic Response Committee.

Vermeulen says she struggles with the Government using the word "reimagine" - because that's just what the industry's been doing for the last decade.

She says New Zealand should be building on the hard work they've already done and using their expertise - to move forward.

LISTEN ABOVE