The government will spend $2 million over three years on research to keep up with changes in the tourism industry.
Research, Science and Technology Minister Wayne Mapp said tourists nowadays were more concerned with climate change and their carbon footprint.
"They want to know that New Zealand is meeting its 100% Pure image."
The Ministry of Tourism will contribute $500,000 with the rest coming from the Foundation for Research, Science and Technology.
The funding will go to three universities - Victoria ($792,000), Lincoln ($617,000) and Otago ($704,000) - who will conduct the research.
The research will investigate scenario planning, climate change and factors around air travel.
Associate Tourism Minister Jonathan Coleman said solid research was vital to help make the best decisions about the industry's future.
