Qualmark is New Zealand tourism’s official quality assurance organisation, providing a trusted guide to iconic travel experiences.


Owned by Tourism New Zealand and backed by leading industry organisations, Qualmark provides a grading system for accommodation providers and a quality endorsement programme for visitor activities, service and transport providers, as an official mark of quality. 

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What does Qualmark mean?

A Trusted Guide to Our Place

The Qualmark logo means you can book with confidence, knowing that the experience is quality-assured to the highest standards. Whether you're looking for places to stay, things to do or ways to get around, a business displaying the Qualmark logo represents the best tourism experience New Zealand has to offer.

All Qualmark endorsed visitor accommodation, activities, service and transport providers have has been assessed against a stringent framework to recognise the best sustainable tourism businesses in New Zealand that deliver exceptional experiences as an integral part of everything they do.

Tourism businesses are assessed by independent business advisors against the highest standards, and stand out as leading the way in making their experience a world class visitor destination.

Quality, Safety and Sustainability

Qualmark is a certification that highlights tourism providers who are delivering a quality sustainable experience, who have safe principles and practices, and showcase true New Zealand hospitality. You can book with confidence knowing you’ll find a warm welcome from a business that operates in an ethical, professional and environmentally friendly way, protecting what makes New Zealand unique.

Look out for Qualmark qualified businesses across New Zealand that have met and are maintaining the highest quality and safety standards our visitors demand, and are endorsed to carry our official mark of quality. 

 For more information visit www.qualmark.co.nz

Sustainable Tourism Business Awards & Star Ratings

Following an evaluation, a Qualmark business will receive a Bronze, Silver or Gold award based on their performance under the Sustainable Tourism Business Criteria.

Accommodation businesses will also receive an official star rating that denotes the quality of the facilities on offer.  

Sustainable Tourism Business Criteria - what do the ratings mean?

Qualmark looks to recognise businesses that are delivering a holistically sustainable experience.  Businesses are awarded a Bronze, Silver or Gold award depending on their performance against the Sustainable Tourism Business criterion.

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100% Pure New Zealand Experience Award 

The Qualmark 100% Pure New Zealand Experience Awards are awarded annually recognising tourism businesses that have made an outstanding contribution to the people, culture and landscapes that it operates in through a particular tourism product. 

In 2019 seven businesses were recognised as delivering a 100% Pure New Zealand experience delivering hospitality through true connections, showing care for people and place, and providing a warm welcome to our visitors. 

 As a winning tourism operator this business demonstrates excellence in visitor hosting and hospitality, a commitment to showing care for people, community and land, under the three pillars of Manaakitanga, Tiaki and Whānau.

For more information about the awards visit www.qualmark.co.nz

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Tourism Export Council (TEC) Inbound Tour Operator

The Tourism Export Council of New Zealand (TECNZ) is a trade association that represents the interests of the New Zealand inbound tourism industry adding value to tourism businesses and to providing a vital link between tour operators and suppliers of New Zealand products and services.

As a member of TECNZ, an inbound tour operator member has confirmed their commitment to the Tourism Export Council Code of Ethics and Practice.

These operators are all Qualmark members having undertaken an assessment by the New Zealand tourism industry’s official quality assurance program. 

Tourism Export Council provides more information and a list of member Inbound Tourism Operators.

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Bronze Sustainable Tourism Business Award

To achieve a Bronze Award a tourism business must meet all Qualmark’s minimum standards contained in the Sustainable Tourism criteria.  It identifies a business with a high level of professionalism, an awareness of the impact it has on the environment and a customer centric approach.

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Silver Sustainable Tourism Business Award

A Silver Award is evidence of a sophisticated tourism business that consistently exceeds visitor expectations.  Proactive leadership and management ensure that a culture of high performance is evident throughout the entire business.  The business will have a real focus on continuously improving their economic, social and environmental performance to ensure the tourism product they deliver is a genuine, constantly improving sustainable experience.

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Gold Sustainable Tourism Business Award

A Gold Award recognises the best sustainable tourism businesses in New Zealand, with the delivery of exceptional customer experiences an integral part of everything they do.  A Gold Sustainable Tourism Award identifies those businesses leading the way in making the New Zealand tourism industry a world class sustainable visitor destination.

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