Tourism Industry Aotearoa Chief Executive Chris Roberts joins Mike Hosking to talk about the tourism industry's desire to become bigger.

Roberts says they have adjusted their desire to become a 50 billion dollar industry by 2050 improved their already ambitious goal.

"We set what was a very ambitious goal of 41 billion dollars a year back in 2014, and we've already reached 398 billion dollars a year.

"We want to continue with that ambition, and we've reset the target out to 50 billion."

Today, the Government revealed their new tourism strategy, with a focus on sustainable growth being the main focus.

Tourism Minister Kelvin Davis has announced the policy at the annual TRENZ industry summit in Rotorua.

It aims to improve quality and productivity in the sector, rather than maximising visitor numbers.

Roberts says the industry welcomes a shift of focus as the sector is facing a slowdown in visitor numbers.

He adds that operators are not particularly worried.