There is growing concern that the country's tourism industry is falling down a hole that will be hard to climb back out of.

It is being suggested that infrastructure hasn't kept up with tourist demand, and a national tourism strategy is needed.

Tourism Industry Aotearoa chief executive Chris Roberts told Mike Hosking there is a Government initiative on the way that we have not seen before.

"What it is looking to do is line up all the interactions the Government has with tourism, to make sure it's doing what it can to support the visitor economy."

LISTEN ABOVE AS CHRIS ROBERTS SPEAKS TO MIKE HOSKING